“Even if you’re on the right track, you’ll get run over if you just sit there.”


~ WILL ROGERS


too early, before the snowball effect leads to hockey stick improvements. Stay the course.


STEP 5:


DEVELOP BUYER-CENTRIC MESSAGING Effective messaging plugs into your sales methodology. Building on the previous steps, your sellers can craft and deliver messaging that is far more personalized, compelling, and influential than what most sellers use. Using a matrix that standardizes your buyer persona criteria will allow you or your product marketing team to develop persona-based messaging founded on your buyer acumen work. Then, your sellers can take the final step to customize messaging for the real people in those roles. I call this “multilingual selling,” and it makes an average methodology far more effective. See this chart for details.


STEP 6:


BUILD A BUYER ENGAGEMENT CONTENT PLAN Marketing-provided content plays a significant role in supporting buying decisions. Your sales and marketing content can be based on everything we’ve talked about so far, with buyer engagement content designed to satisfy buying process exit criteria, per persona, per stage.


STEP 7:


USE A SALES TRAINING SYSTEM Can you see how these steps are converging? This is what makes them more powerful together than separate. Next, you need to get sellers doing everything as planned. This starts, of course, with training. As you can see, the sales training system was designed to ensure training effectiveness, as well as foster adoption and behavior change. It’s not a full change model, though, because it doesn’t include the “why” story, building a coalition, or other strategies from fuller change management


STEP 8:


DEVELOP SALES COACHING EXCELLENCE Coaching is the single most powerful tool for guiding behavior change and improving employee performance and company results. A successful coach identifies performance gaps, gets seller buy-in to improving, develops tactical practice sessions, and fosters continual reinforcement and reflection. By facilitating and delivering feedback, training, and coaching as needed, sales coaches can inspire, enable, and lift competence to achieve sales mastery. See this chart to learn more.


STEP 9:


IMPLEMENT A SALES MANAGEMENT SYSTEM


A sales management system helps managers operate at the highest level of effectiveness. Even if you execute all the previous steps, you won’t maximize potential without an aligned approach to frontline sales management. This system ensures that best practices are in place and executed effectively.


STEP 10:


USE A CONTINUOUS IMPROVEMENT CYCLE


The last step is the simplest in theory but not always done. Once you get the first nine steps in place, in at least a “Good Enough For Now” state, it’s time to start a continuous improvement cycle. “Future-proofing” has an expiration date. As


things change or evolve, whether it’s buying behavior, new products, ideal customer profiles, economic conditions, your competitive set, or other factors, you should flow back through the 10 steps and continually improve your plans, execution, and ultimately, your growth and success. 


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models. It does, however, provide a clear path for implementing sales training effectively and getting outstanding results.


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