Analysis from Gallup discovered that engaged staff are extra productive, leading to a 21% improve in earnings. So how are you going to ship partaking enablement packages to drive gross sales productiveness?

Shawnna Sumaoang: Hello and welcome to the Win Win Podcast. I’m your host, Shawnna Sumaoang. Within the quest to drive gross sales productiveness for your corporation, you’ve probably requested your self: What does good seem like? This month on the podcast, we’re serving to you reply this query by exploring finest practices on how one can ship strategic enablement with Highspot.

Right here to debate this subject is Evelyn Velasquez, the director of coaching and gross sales enablement at Hyster‑Yale Group. Thanks for becoming a member of Evelyn! I’d love so that you can inform us about your self, your background, and your function. 

Evelyn Velasquez: Thanks. I’m glad to be right here. My function performs a essential function in supporting and enabling gross sales groups and channel companions to attain their gross sales targets and drive enterprise progress via efficient coaching, enablement sources, and optimizing gross sales processes at Hyster‑Yale Group. 

SS: Fantastic. We’re excited to have you ever be part of us, Evelyn. I’d like to only begin off by understanding out of your perspective, what are a few of the ways in which gross sales enablement can affect gross sales productiveness.

EV: I believe one of many ways in which our group does that successfully is by constructing out the content material, the calculators, and the instruments essential to have an efficient dialog with prospects. Once I first began, a variety of our vendor gross sales groups had been creating their very own, and we had been capable of centralize that operate by offering one spot to entry these instruments. We had been eradicating a variety of that effort and work and actually focusing that salesperson on studying concerning the buyer, their enterprise, and their wants and never worrying a lot about constructing content material. 

As you already know, creating content material requires particular ability units that typically salespeople don’t have all the required instruments to construct the simplest content material to present to prospects. That’s one of many issues that we do with our groups is to assist streamline that course of in order that salespeople can simply concentrate on promoting.

SS: I like that that concentrate on promoting is completely essential nowadays. Now, previous to implementing Highspot, what challenges possibly had been a few of your reps dealing with because it pertains to gross sales productiveness? 

EV: One of many challenges was simply discovering content material. We had this web site or this device, and you’d do a seek for a selected subject or merchandise, and you’d get a thousand outcomes, however you needed to go in and click on on every merchandise to determine if it was the merchandise that you just had been in search of. Sooner or later, salespeople stopped going to that device and reaching for content material as a result of it’s simply not an efficient device, and that is within the period of Google the place you may seek for something and the primary three gadgets are normally what you want. 

Effectively, this web site was not offering us with that sort of assist, so we had been doing a variety of nice issues with content material, however not an amazing job in delivering that to our salespeople successfully. That was one in all our main challenges. How can we create an ecosystem the place it’s simple to make use of, much like Google, they usually can discover what they want inside a couple of steps? 

SS: I like that you just guys are making it a lot simpler in your reps on the subject of findability. How have you ever possibly began to resolve a few of these challenges since implementing Highspot?

EV: One of many issues that we did was we labored with all of our content material groups and we deployed Highspot and created the gross sales play. We began using that for product releases, however now, as a substitute of getting to go and know what one thing’s known as to search out it, the search bar inside Highspot is wonderful. Even when you didn’t know what precisely you had been in search of, it provides you strategies and different choices and associated materials, which is nice. 

You too can simply go on to the gross sales play for that product, and something that we’ve created that will help you drive these efficient conversations is centralized in a single space throughout totally different groups. That has been very highly effective as nicely as a result of it’s really easy to search out all of the instruments, pictures, movies, and calculators that you just want to have the ability to place no matter your proposition is in your buyer in a single spot, so that you’re not having to spend hours trying to find content material. 

SS: I agree. You undoubtedly decide up some efficiencies by eradicating that out of your rep’s day-to-day workflow. I’d love to grasp, Evelyn, what’s an instance of an initiative or a program that you just’ve applied to assist drive gross sales productiveness, and the way have you ever leveraged Highspot to assist this?

EV: Step one was like discovering the content material. How can we make that simple, after which the second step is the content material ok? Are we driving the fitting messaging and the fitting instruments? The very last thing that we did was how can we create an ecosystem the place the salesperson doesn’t need to go to a different web site to get content material as a result of their day-to-day is in Salesforce or a device like that for his or her CRM course of. 

The very last thing we did was combine Highspot with a CRM device, and that has been magical as a result of we’ve been capable of pull related information just like the gross sales, productiveness, and actions inside an account and serve up the particular content material and no matter stage they’re at within the gross sales course of. In the event that they’re within the discovery stage, they get particular instruments and content material, and training guides. In the event that they’re on the product aspect, they get the product coaching, product, brochures, and technical info that the shopper will want. 

All they need to do is simply work in Salesforce they usually get served up the whole lot they want once they’re on this particular stage. Our sellers have been very happy with that as a result of they don’t have to go away that device after which go to a different device to go discover the related info. It’s multi function space. 

SS: Unbelievable. In order I discussed within the intro, one factor that we’re making an attempt to grasp is what does good seem like? Out of your perspective, what does good seem like on the subject of rep productiveness at your group? 

EV: That’s query. Earlier than, issues weren’t built-in and the methods weren’t built-in, it was actually troublesome to measure the effectiveness of our gross sales enablement efforts with gross sales efficiency. Individuals can argue, nicely, this individual is simply general salesperson, it’s not your techniques or your methods which can be serving to them promote extra. What the combination with Highspot and Salesforce did for us particularly was give us the information to now correlate how we’re really impacting the gross sales group, and we had been capable of generate a report that confirmed a direct correlation between if a salesman goes into Highspot, going into that particular gross sales play for that product that we simply launched, they took the gross sales product certification that was related. We see a correlation between their capability to have extra quotes within the system and their capability to shut extra offers.

If you see the salesperson’s report they usually didn’t go into Highspot, or they didn’t take the coaching, or they’re not visiting that gross sales play, or they’re not closing as a lot or having elevated quotes with that particular product line. That’s one thing that we’re capable of do now with the assist of the Highspot device that we didn’t have earlier than. It was very troublesome to measure gross sales enablement and whether or not that’s our performer, if we’re serving to them or not, having the ability to shut extra or get extra quotes. 

What that helps us do is determine these folks, meet with these folks, after which get extra details about what’s working, and never working, change our technique, and redeploy. It’s all about agility. At all times being present with the tendencies and what they’re seeing out there helps us to be the simplest, and be capable to share that with different groups. 

SS: I like that. I believe that’s an amazing instance of what beauty like. You talked so much about high performers. How do you determine what beauty like amongst your high performers and particularly, the behaviors which can be resulting in success? 

EV: As I discussed, the behaviors that we’re seeing, the direct correlation is they’re using the instruments, they’re taking the coaching, they’re leveraging all of the content material within the Highspot platform and making the most of that. The highest performers are those who’re sending out pitches. 

What we did at Hyster‑Yale Group is we created pitch scripts with tendencies and related information, and there’s a variety of effort and work to place these pitch templates collectively. Prime performers are utilizing these and leveraging them to have the ability to get within the door with accounts or capable of transfer to the subsequent degree per resolution maker. It’s extraordinarily vital for us to have the ability to assist these high performers, and once more, like ensuring that what they’re specializing in is promoting and constructing their relationships and studying the accounts, not essentially discovering and creating content material. We’re seeing that their habits is leveraging the issues that we create. 

SS: That’s improbable. Now, how do you then take what you’re seeing as what beauty like after which scale that throughout the gross sales groups particularly amongst possibly center or lower-performing reps?

EV: You undoubtedly need to have a gross sales methodology in place. What’s the usual and a training program in place as nicely so as to have the ability to scale? What we do is we create focus teams, so we do have information and metrics to indicate us who’s performing with what product strains options, who’re capable of get quotes, and who is ready to shut these quotes. We’re capable of create these focus teams and have tailor-made conversations with these people and look via their gross sales course of, equivalent to what instruments they’re leveraging. 

We’re then capable of then get these instruments, equivalent to in the event that they’re embedded they usually’re like on the underside of the gross sales play, we transfer them up after which we deploy them. We do have one in all our VPs of selling, she’s going to ship an e mail out to the whole vendor group with these instruments which can be working and the methods that high performers are deploying in order that others can study from these people. I believe that’s actually essential.

It’s not simply creating content material, but in addition ensuring you’re speaking again to the enterprise. That is how you are able to do it, how one can leverage it, and what works nicely, particularly when you can see the identical methodology being deployed and that individual getting success. It’s vital to have the ability to practice others on learn how to do those self same steps in order that works out rather well.

Highspot has enabled us with the pitch performance, with the reporting, enabling us to be on the coaching aspect proper of the system to have the ability to do all that very successfully and seamlessly inside one platform. Up to now, we used to have a separate studying administration system, a separate communication device to pitch and talk, after which in a separate content material repository after which one other device for reporting. I believe all these items are actually in a single system, and that actually helps us focus extra on studying the agility to get that studying and submit it again to the dealership, versus specializing in six totally different platforms and deploying via these as a result of it’s simply really easy to make use of and deploy issues via Highspot. 

SS: I at all times love listening to that. Now, clearly, with enablement, it’s essential, particularly on the subject of what beauty like to have the ability to share the outcomes of what enablement’s affect has been. What are a few of the key enterprise outcomes that your enablement group has been capable of obtain since implementing Highspot? 

EV: We’ve got a couple of packages and we’re capable of present that individuals who make the most of our instruments and our coaching are capable of shut extra offers. That’s one, and the second piece is it has enabled us to create the coaching certifications and construct consultative ability units whereas utilizing the platform. This particularly has proven us that individuals who have gone via these extra in-depth coaching packages and are utilizing the instruments are additionally promoting extra.

It’s like a two-way reporting construction. One is thru the coaching arm and constructing specialization, and the opposite one is thru the agility of simply getting content material and assist. We’re seeing that once more, whether or not you’re going via the coaching arm and getting specialised or simply utilizing the instruments that you just’re capable of get extra quotes and promote and shut extra offers. 

That has been very impactful for us as a result of we’re aiming to get into particular area of interest markets, so we’d like this information and reinforcement to be sure that we’re studying if our methods are working. Basically, on the finish of the day, the goal is for our salespeople to attain their gross sales targets, so in the event that they’re assembly these, then we all know that we’re doing job.

SS: Unbelievable. Final query for you, Evelyn. I’d love to listen to your recommendation for different enablement leaders that wish to drive gross sales productiveness at their group. What’s an important motion that they will take to get began? 

EV: Simplify, simplify, simplify. I imply, gross sales rep right this moment has so much that they need to carry out, whether or not it’s getting into gadgets within the CRM, monitoring varied accounts, or understanding the place they’re at in several phases. It’s so vital to simplify the method for them and be sure that no matter instruments you’re utilizing are sales-centric. I’m gonna say that as a result of we did examine a variety of totally different platforms they usually nonetheless didn’t combine the coaching, after which one other device, and it simply, once more, it simply wasn’t a easy course of.

Salespeople nonetheless wanted to go to a few or 4 totally different locations. In case you can simplify entry, simplify the flexibility to get issues cell via their cell apps, even their journey in the event that they’re within the CRM system, be capable to simplify that and ensure they’re getting what they want via that course of that’s going to assist salespeople be productive.

Actually put your self of their sneakers and their day-to-day and ask your self like, are these too many steps to get to your doc? Are there limitations to entry or are there 20 passwords to get to it? I imply, that’s not efficient. My recommendation, everybody, is admittedly have a look at your present state and simplify your steps and search for platform that may show you how to drive the issues that you just need to drive extra effectively.

SS: I couldn’t agree extra. Evelyn, thanks a lot for becoming a member of us right this moment. I respect your perception. 

EV: Thanks for having me. 

SS: To our viewers, thanks for listening to this episode of the Win Win podcast. Remember to tune in subsequent time for extra insights on how one can transcend what beauty like with Highspot.