Choice Marquee Outreach Partner Podcast Showpad Technology Training & Coaching

How to build Sales Coaching and Training Framework

sales training and coaching podcast with rob jeppsen

This week on the Gross sales Hacker podcast, we interview Rob Jeppsen, CEO of Xvoyant and host of the Gross sales Management Podcast. Rob is a longtime gross sales veteran and is extremely keen about each the career of gross sales however, extra importantly, the significance of investing in your workforce by way of gross sales teaching and coaching.

In the event you missed episode 51, test it out right here: Strategy Gross sales with Hole Promoting w/ Keenan

What You’ll Study

  • The best way to construct a gross sales teaching setting.
  • Why PDA on the gross sales staff is an effective factor.
  • Key errors a gross sales supervisor will make when making an attempt to construct a training framework.
  • Metrics to trace to drive your win-rate.
  • Why gross sales teaching will drive up gross sales retention and never simply income.

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Present Agenda and Timestamps

  1. Present Introduction [00:09]
  2. About Rob Jeppsen: An Introduction [02:19]
  3. Gross sales Teaching Is about Offense, Not Protection [07:02]
  4. Core Teaching Rules [10:56]
  5. PDA [16:01]
  6. Taking the Leap [36:17]
  7. Dwelling an Genuine and Productive Life [41:26]
  8. Inspiration [43:11]
  9. Sam’s Nook [46:52]

Present Introduction

Sam Jacobs: Hey, people, it’s Sam Jacobs. You’re listening to the Gross sales Hacker Podcast. We’ve received a unbelievable present in the present day. We’ve obtained Rob JeppsenCEO of Xvoyant and host of the Gross sales Management Podcast. He’s a longtime and properly revered gross sales chief, and he’s going to speak to us concerning the significance of gross sales teaching, which is so necessary and so crucial. A lot of the time we don’t do a great job at it, or we’re doing the incorrect issues, specializing in actions, not the rep. Rob encourages us to concentrate on PDA, which is objective pushed exercise.

Earlier than we do this, we’ve acquired a brand new sponsor. Showpad. Showpad is the main gross sales enablement platform for the fashionable vendor. Showpad’s all-in-one platform empowers gross sales and advertising groups to interact consumers by means of business main coaching and training software program and revolutionary content material and engagement options. Utilizing probably the most complete knowledge on profitable gross sales interactions, Showpad fuels AI to find, replicate, and automate what works for prime performers.

Our second sponsor is They’re the main gross sales engagement platform. Outreach helps gross sales reps by enabling them to humanize communication at scale and by automating the guide work.

About Rob Jeppsen: An Introduction

Sam Jacobs: We’ve obtained an unimaginable visitor at the moment. Rob Jeppsen is founder and CEO of Xvoyant, a gross sales management tech platform dedicated to serving to organizations develop world class gross sales leaders. Earlier than forming Xvoyant round three years in the past, he labored at HireVue as senior vice chairman and basic supervisor. He was SVP of gross sales for Zions Financial institution the place he led 700 salespeople throughout seven strains of enterprise, organized over 50 gross sales groups, and was chargeable for gross sales targets over three billion dollars.

He’s acquired a ton of awards, together with 15 gold and silver Stevie Awards from the American Enterprise Affiliation. Along with that, he acquired the primary Salesforce Surfboard Award because the gross sales chief who greatest used Salesforce to win new enterprise in a big enterprise class. Rob, welcome to the present.

Rob Jeppsen: Thanks for having me.

Sam Jacobs: Inform us about Xvoyant. Stroll me via the identify and a bit of little bit of background on the corporate.

Rob Jeppsen: I based this firm as a result of I used to be a gross sales chief who had a variety of reps. We have been geographically dispersed. I didn’t really feel like I had a transparent line of sight on what my managers did in a different way. I wanted them to be simply as outfitted as my reps have been. Everyone’s equipping reps; we aren’t equipping managers. So I did it. We acquired to the purpose the place 76% of our staff was hitting aim. We set six data in a row. Salesforce informed me, “You need to begin a enterprise round this.” In the present day, I’ve a software that transforms Salesforce from a system of document to a system of motion, system of enchancment. I constructed it as a result of I wanted it.

The identify of our firm is a play on phrases. Clairvoyant is a magic one that can predict the longer term. However I consider there’s no magic required to foretell the longer term in gross sales. When you perceive execution, you possibly can predict it and create what we check with as an Xvoyant system.

Gross sales Teaching Is about Offense, Not Protection

Sam Jacobs: Stroll us by way of how we’re presupposed to be teaching.

Rob Jeppsen: Consistency is the important thing. Everyone ought to have a weekly one-on-one. Frequency is the primary place that we miss. We additionally get inconsistent on focus. What do you do together with your guys who’re crushing? What do you assume the pure inclination for a big majority of gross sales leaders can be?

Sam Jacobs: Depart them alone.

Rob Jeppsen: I see that on a regular basis. Teaching just isn’t about who’s good or who’s dangerous. It’s not about being a fixer. The one-on-one is about that particular person’s improvement. I like to ask my leaders, “Take into consideration all of the conferences your reps have. What number of of them are 100% about them and the place they need to take their efficiency and their profession?” The reply could be very few.

Right here’s the second factor that I see. Too many occasions the one-on-one is wanting backward. Ninety % of the time in a one-on-one must be concerning the future, and solely 10% concerning the previous. We ambush individuals with knowledge, we make them really feel like they need to defend what they’ve completed. This ought to be a strategic planning session that’s about getting the place the corporate needs them to go, getting the place they need to go, and creating particular person plans for particular person individuals.

Anyone that tells you, “Work smarter, not more durable,” is filled with shit. Work sensible and exhausting. The one-on-one ought to be the time the place you sit down and collaborate and say, “How good can you actually get? And let’s get there collectively.”

Core Teaching Rules

Sam Jacobs: What are the processes or philosophies or techniques that you simply’ve constructed into Xvoyant to assist managers do this?

Rob Jeppsen: Right here’s a easy approach to begin. I name it RASR. Begin with outcomes. It’s very easy. We use outcomes to determine what we ought to be speaking about. Are you on monitor for what the corporate needs? It’s a simple sure or no. Use a software to determine how far forward or behind you’re, so it’s not a defensive dialog. It simply is what it’s.

That results in the second outcomes oriented query: are you on monitor to accomplish your private objectives? If sure, then we now have to quantify course of, and our tech quantifies course of. Are you hitting what the corporate needs? Are you hitting what you need?

The construction then turns into this how good are you able to get? Perhaps it’s time to start out fishing in several holes and going to bigger offers. Perhaps as an alternative of 5.three begins in every week, spherical that to 6? What’s that value to you? You’ll be blown away how a lot the celebs recognize somebody taking them away from the depth of the issues they’ve obtained to do for the day and saying, “That is what it’s value to make a small change.” The how-good-can-you-get dialog is the funnest one and is most frequently missed as a result of when somebody’s saying sure to all these issues, gross sales leaders assume, “I’m simply going to go away them alone,” which makes it very easy to give up.

Let’s return to the outcomes. If any of these are not any, we instantly say, “Let’s take a look at the method.” Course of might be robust or course of could be weak. Right here’s what we’ve modeled that eliminates 80% of the variants of gross sales, something that’s B2B. You’ll be able to calculate the variety of dollars that a rep ought to have within the pipeline by saying, “Objective divided by win.” That tells you what number of dollars you need to be chasing. Then in case you divide that greenback quantity by their common deal measurement, you additionally know what number of offers ought to be within the pipeline. After which you need to use tech to derive what their cycle occasions seem like from begin to shut and by stage. So we will say, “You’re both higher than or lower than what you need to be on dollars to the pipeline. You’re both higher than or lower than in deal movement to the pipeline. And also you’re quicker or slower than the place it is advisable be.” For those who get these three issues, dollars, offers, and velocity proper, it eliminates 80% of the variants in gross sales. There’s nonetheless 20%. Shit simply occurs.

If somebody has an excellent engine working for them we’re going to tune their offers, and the best way we do that’s by specializing in verifiers, quite than gross sales actions. And what you discover is you’ve three teaching conversations: how good are you able to get, tune the deal, tune the engine. And it makes each teaching dialog 100% related to getting the place they need to go, not simply the place the corporate needs them to go.

RELATED: Methods to Flip Your Gross sales Managers into Efficient Coaches


Sam Jacobs: We speak in numbers, win price and sale-cycle size, and all of this stuff. Numbers are a mirrored image of a set of embedded behaviors. How do you modify conduct to have an effect on all the output metrics?

Rob Jeppsen: Knowledge doesn’t make individuals change. Individuals do. So we encompass these numbers with the actions that drive it, and the talents. Each end result that you simply monitor is pushed by an exercise that you simply do like dials, emails, or demos. These are going to be efficient or not efficient based mostly on the talents that you simply exhibit throughout that exercise. That’s a factor that may be executed in teaching as a result of they will take a look at the best way the supply was on various things and also you’ve coached to the talents to make it positive that the talents turn into simpler. Numbers offer you content material, however the coach creates the context.

You begin creating what we name Function-Pushed Actions or PDA. Don’t simply undergo motions and fill out Salesforce varieties, have a function. An ideal one-on-one ought to encourage somebody to say, “I’ve purpose to need to be higher than I’m.” And when you do these issues, you’re going to be blown away by how a lot including objective to an exercise can change the end result.

Let’s fake we have now six gross sales levels. A salesman will say, “Properly, I do these three or 4 actions in stage one after which I get to go to stage two and I do these three actions. Then I’m going to stage three. Then I do these. Then I’m going to stage 4, and so on. And I’ll get to the purpose the place I’ve a deal that they maintain saying is in commit. It’s going to shut. It by no means freaking closes.”

Solely 46% of forecasted gross sales offers closed final yr. The chances in Vegas of profitable at craps are 49%. So your probabilities of profitable in Vegas are larger than getting your commits to shut.

What we assist our clients construct is buyer verified outcomes, or verifiers. Consider it as a toll sales space the place the toll needs to be paid by the client. They should get this from a buyer and it’s received to be one thing which you could say, “Right here it’s.” And when the salesperson emails them their a part of the shut plan, their win charges change.

The perfect reps be sure that earlier than they’re completed speaking, the prospect is aware of what’s going to occur subsequent they usually’ve organized it earlier than they go. So it’s not, “Hey, I’ll name you.” It’s, “Get your calendar open now, so we’re scheduling when that comply with up dialog’s going to be. Listed here are the issues that I’m going to be sending you. I’d wish to get on the telephone and stroll them via with you and if there are any questions, you possibly can ask me then.” That’s an superior greatest follow.

Taking the Leap

Sam Jacobs: You’ve began a know-how firm. I take it you’re not an engineer?

Rob Jeppsen: Dude, I’m the other. My dad is among the engineers who invented the primary laser jet printer for Hewlett-Packard. My dad thinks he failed as a father as a result of he has a son in gross sales. I’m like, “Dad, if it’s not for guys like us, your printer means nothing.” And he’s like, “With out our badass product, you guys don’t have something to promote.” So we trip.

Sam Jacobs: How’d you do it? What do you attribute your success to?

Rob Jeppsen: I needed to start out the corporate for years, however I used to be afraid to make the leap as a result of I didn’t know who’d construct the product for me. I used to be lucky sufficient to get launched to somebody and I stated, “Let me inform you how massive this market is. Let me inform you what this does.” This artificial a prototype for me and I checked out him and I stated, “Let me see if I can promote it.” And so I went and I bought it to individuals, although it was ugly and restricted. However as a result of I converse with our clients’ voices as a result of I’m that market, we have been capable of connect it to key issues, dollarize these issues, and provides them a loopy deal in the event that they did it. We funded our firm on a few these offers with some massive clients, after which I went and raised two million dollars of seed funding.

We consider a supervisor’s job is to assist a rep do their best work, to allow them to stay their greatest life. For those who’re not doing all of your greatest work, you’re not going to stay your greatest life. And so our individuals purchased into that mission. We love gross sales leaders as a result of in the event that they do it proper, they modify greater than corporations and groups. They turn into legendary within the lives of individuals they lead. And our firm received behind that. Our builders are researching and studying each research on gross sales teaching and the state of the gross sales world. They know as a lot about these things as a gross sales chief does.

Dwelling an Genuine and Productive Life

Sam Jacobs: You sound completely impressed, completely passionate, completely motivated. Do you regiment your life in a sure approach?

Rob Jeppsen: Numerous caffeine. I’ve a duty to my buyers and I’ve a duty to my staff members to provide all of them I acquired. I owe them my A recreation each single day. I owe my clients my A recreation daily. I owe my household and myself my A recreation. And that’s robust, to just remember to have A recreation wherever you go. And so it needs to be intentional. I attempt to get sleep. I attempt exhausting to feed the soul. I really like my household, love my youngsters. I’m a voracious reader. Studying evokes me. I learn three kinds of books: I learn issues round my career, gross sales, I all the time need to know what’s happening within the gross sales world, the newest considering: I learn lots about management as a result of I work with leaders and I need to be sure that I can lead my staff; and I additionally learn success tales as a result of I consider what you consider is what you’ll do. So I fill my head with success.


Sam Jacobs: Give us three books that you simply love that we should always learn.

Rob Jeppsen: Shoe CaninePhil Knight’s story of Nike. When he began promoting footwear, they have been simply flying out of the truck. Not as a result of the shoe was the most effective, however he stated his ardour was contagious and irresistible. And that’s what I really like about that e-book. Keith Rosen’s latest e-book, Gross sales Management is nice. My all time favourite management e-book for salespeople is Cracking the Gross sales Administration Code by Jason Jordan. After which on gross sales, I feel everybody ought to learn Hole Promoting by Keenan.

Sam Jacobs: He was on the podcast just latelyand we have been speaking about Hole Promoting.

Rob Jeppsen: It’s an excellent guide. I endorse all of it the best way.

Sam’s Nook

Sam Jacobs: Hey, everyone. It’s Sam Jacobs. Welcome to Sam’s Nook. One other nice dialog, this time with Rob Jeppsen. You’ll be able to really feel Rob’s ardour and enthusiasm for the artwork and science of gross sales.

Issues We Discovered:

  1. Learn how to construct a gross sales teaching setting.
  2. Why PDA on the gross sales workforce is an effective factor.
  3. Key errors a gross sales supervisor will make when making an attempt to construct a training framework.
  4. Metrics to trace to drive your win-rate.
  5. Why gross sales teaching will drive up gross sales retention and never simply income.

Don’t Miss Episode 53

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Thanks a lot to our sponsors. The primary is Showpad. Showpad is the main gross sales enablement platform for the fashionable vendor. In addition to Outreach is the main gross sales engagement platform. I’ll speak to you subsequent time.

This can be a sponsored visitor publish from a Gross sales Hacker companion.

Concerning the writer

Sam Jacobs

Sam Jacobs is the Founding father of Aqueduct Income Advisors and the New York Income Collective and considered one of many prime start-up CROs within the tech group.

He has has over 15 years of expertise scaling corporations from post-revenue to ~$300M, has helped increase over $400M in institutional capital, and has helped corporations of all sizes obtain a mean annualized income progress price of 48% during the last 15 years.

About the author