2. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Challenge: Rolling out a new sales methodology to move from push/pitch selling to consultative selling requires a complete sales force behavior change.
How can we embed the new methodology in daily work and ensure adoption of desired behavior?
How can we encourage top sellers to change their behavior when they are already successful?
How do we overcome fear and other obstacles for achieving our goals?
How do we measure success?
Our ambition is to change good sellers selling behavior into a new behavior and to embed the behavior i.e. Make sure it in our DNA!

3. Ericsson 40 % of all mobile phone calls passes through our systems
Global with presens in 180 countries
employees
We are offering telecom equipment, solutions and services to all existig telecom operators in the world. We have an extensive global reach with presens in 180 countries and close to employees
Limited mandate centrally!
10 regions with a large mandate

4. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Anchoring with Top Management

5. Sales Methodology A phased implementation within regions
Phase one - Awareness
Regional Mgmt meeting
Regional Pilot
Regional Executive event 1
Awareness
2 month 2
Phase two - Train
SPIN Selling
Sales Opportunity Creation
Training
3 – 12 month 3
Phase three - Embed
Coaching in SPIN and SOC
Reinforcement
Secure stickiness
Regional assessment
Embedment
> 12 month
Initiate all regional roll-outs with meeting and executive events
Contact and sell to the top 4
Assessment
A behavior change is required 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

6. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Pilots to create Buy-in

7. Hand-pick people who are positive, credible within org.
Not enough seats to create pull (scarcity)

8. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Structured communication to create “buzz” 8 8

9. Communication CEO video CMO video Generic Communication Packages
Learning collaboration tool
Sales Methodology homepage
Clear communication plan
Clear communication package
Use top management to communicate

10. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Integrate method into existing “Ways of working” and sales tools
Add slide with picture

11. Sales Methodology vs Sales Process
Method – How?
Sales Methodology
Effectiveness
Sales Process
Efficiency
Process Mandatory Activities – What?
Upside Review
KIA
BBTS
SDP1
SDP2
SDP3
Lead generation
Value Creation /
Create Opportunity
Qualify Sales Opportunity
Create Proposal
Close Deal
Contract Handshake
Contract Mgmt 11

12. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Coaching is KEY

13. PRODUCTIVITY IMPACT OF TRAINING COMBINED WITH COACHING
88%
Combining training with coaching
improves returns fourfold relative to
training alone
22%
Training
alone
Training and
coaching
Source: Sales Executive Council research

14. STAR MANAGERS AND THEIR TEAMS
Star managers make up roughly
the 20% of sales managers
whose teams overachieves on a
consistent basis. One of the star
managers’ main qualities is that
they place greater emphasis
on coaching and mentoring
their reports.
Source: Sales Executive Council research

15. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Assessments

16. ASSESSMENTS
Self assessment
Virtual assessment of behavior

17. KPI´s and measurements connected to incentives
10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
“Way” #7:
KPI´s and measurements connected to incentives

18. Line-of-sight SPIN and SOC – measurables (KPI’s)
Level 4 ’Organizational Results’
Level 3 ’Indiv Perf’
Level 2 ’Learning’
Level 1 ’Satisfaction’
Business Objective A
Operational Objective 1
Job Performance Objective
Learning
Objective
Learning Solution
Increased Customer Loyalty (Result of “Thinking of the future” in CSR)
GROWTH in share of pocket
Increased top and bottom line
Be regarded as Value provider (Result of “Business Partner” in CSR)
The Sales Methodology approach is aligned with our Sales & Marketing tools and processes
Decreased cost of sales measured by OPEX/NS
Increased hit rate per region
Shorter sales cycle
Be able to use the SPIN skills. Measured in assessments and ability to prepare the Call plan and the Key Player Map .
Able to complete the “Sales Opportunity Creation One pager”
Increased hit rate for account
Be able to identify competitive differentiators and using them efficiently (registered in the SOC One pager)
Number of participants per target audience and region
Evaluation score not lower than 4.8 (of 6)
Included in level 1 evaluation

19. COMPETITION Sales Summit – Final winner Regional winners Local winners
© Ericsson AB | Ericsson Internal | X (X) | Date

20. Structured implementation
10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
“Way” #8:
Structured implementation

21. The complete package C B A Continued focus on embedment Communication
CEO video
Head of Sales & Marketing video
Communication Packages
Ericsson Academy ericoll site
Sales Methodology homepage
Communication
Sales process integration
MS dynamics integration
BU Key deals coaching
Coach-the-coach
Playbook
Key enablers
Manage the opportunity
Coach your sales team A B C
SPIN
Sales Opportunity Creation
Coaching
Sales staff
ACR
Behavior change
measurement
Handle the sales call
Assessment
Continued focus on embedment

22. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change

23. 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change