The Sales Engagement Podcast
The Sales Engagement Podcast

Episode · 2 years ago

Reach Productivity 40% Faster By Doing This One Thing w/ Bryan Naas

ABOUT THIS EPISODE

Practice makes perfect. Well, maybe not always perfect, but at the very least, practice will always make progress. It’s true whether you’re training for a marathon, teaching a child how to ride a bike, or learning how to pitch your product.

Despite this reality, not enough sales companies put enough effort into creating opportunities for their reps to practice what they’re pitching each and every day. Imagine the progress they could make with even just 10 minutes of practice a week.

Bryan Naas is the Director of Sales Engagement at Lessonly, a sales training software. They work primarily with sales and customer service teams to help them train reps and provide development opportunities to practice at scale so that they can perform better when it’s time to get in front of a customer.

Welcome to the sales engagement podcast,this podcast is brought to you by out reached at io the leading salesengagement platform, helping companies, sellers and customer success engagedwith buyers and customers in the modern sales era, check out salesengagementcom for new episodes, resources in the book on salesengagement coming soon. Now, let's get into today's episode, everybody welcome back to anotherepisode of these sales engagement, podcast, imrose, Jovin, Nolo seniorcontent managing editor over at outreach. We've got another fantasticshow. Today, we're joined by Brian NOSS, director of sales en ablement over it.lessonly he's going to talk about the power of practice, things thatcompanies aren't doing things. The company should be doing, and some goodroleplaying exercises that you can implement right away, but before we getinto that, I'm going to tos soon of the bride, who can introduce himself tellus a little bit more about his background and what he's doing over atlessonly Rian thanks Wol beg on the show, Hey Joe. Thank you. I reallyPersa you having me on so, like Jou said. My name is Brian Nos I've beenlike lesson leae for almost a year and a half. Now before less than I spentfive years at sales force exact target, we were at a sales forts tatacquisition here out of Indianapolis have been in sales and ablement prettymuch that whole time. Once I joined over to the sale sports world thatworking really closely with our sales management team to train everybody from our SMB repsAtnstrsall, the way up to our enterprise repsid that handled ourbiggest accounts at sales force since coming to Lessonley, am building outour entire enablement program. Here so doing everything from bringing new repson as a scaleing start up, bringing new reps on and giving them onboarded andto productivity as quickly as we possibly can working way with our rebson a day today, basis to improve their...

...skills, get the knowledge that theyneed so most effectively sell our products. We define sales, and I meanta little broadly here. Essentially, sales mamement for us is anyone thattalks to our customers and in many situations that can be everyone right,so primarily working with our frontline sales team. Both SDRs and AES also do alot of work with our CX team as well. So really try to help everyone alongthe way be be the best they can and do their best work along those lines. Wecan jump right into the meat of the PODCAST. Great practice probably playsa big role in all of that. Can you define what you mean by practice andhow that affects sales, an iblement yeah? Absolutely so practice is justit's a simple concept right: it's when you learn something or you consume apiece of content in order to effectively be able to do somethingwith that information, you have to put it into practice, and that could be assimple as role playing with a peer. It could be as simple as sending mockedemails to yourself to practice, putting it into place all too often what we endup doing in the business world. Is We give someone new information? Let's sayat our reach: You guys release a new product right, you guys are releasingproduct updates all the time. Let's say you send that information to your salesreps and then you say: Hey here's, a PDF, here's, the powerpoint deck hermight be a quick video with the information that you need. You need tobe equipped with to so and then we say: Hey Go, sell it right. We don't providethe right development opportunities for our reps, often enough to give them.The atvats is a like to think about it to be the most effective as quickly aspossible. I really like to compare it to sports right. It's one one of myfavorite analogies when you think about practicing and sports, so you thinkabout in NFL team or an mob team o or...

...even even your favorite, high school oror college team. They are constantly putting their craft into practice. Theyspend most of their time practicing d. that's across really all professionsright, a musician, your favorite band. They spend most of their timepracticing your favorite artists. They have more failures at their painting ortheir drawings. Then they do the masterpieces that they put out on awall of the gallery, and so we just don't do that enough, and so, if youthink about it from that sports world, if an NFL team, W T would taken brandnew play, thinks about it that as information on a new product and put itinto try to put it into practice on Game Day, they would fail at itmiserably right when they want to put it into the game. They have to practiceit over and over again in order to effectively perform at it when n, whenit's Gametime, and so we think about that. The same way here right when youhave something new that you need your reps to do, we have to give themopportunities through roleplay through situations where they can try that outbefore they get in front of that customer, and why do you think it isthat this seems to be some sort of like revolutionary concept? Oh, we got topractice these things Y. Why aer? Why isn't every team taking the time todrill down on on these new concepts, is new product features? Whatever, beforethey go out and try and sell yeah, that's a great question and it's notrevolutionary right H, t we've been doing roleplay since I've been in the industry. SinceI mean we do role play type things all the time. The challenges we just don'tdo it enough, because we we too often have not equippedourselves to do it at scale. Companies have not equipped themselve to do itthat scale right and so roleplay is hard. Not only is it harddifficult because getting in front of a peer or a manager and...

...being vulnerable to where you mightfail in front of them t that's difficult and it's we don't often wantto do that as human beings, but it's also hard to facilitate, because ittakes a lot of time and taking that time away from our selling to time iswe often think of it as a tradeoff, as opposed to thinking of it as aninvestment in our skills and are going to make as better sales. We oninvestment in that information, is going to make us a better at our joband then make us more productive. We too often look at it as a trade off andyou're obvously, very passionate about all this stuff. Because of what lessonLe Does before we get in n anymore, what does usly do and how it doeslessonly help this whole process yeah. Absolutely so. lastimly is salestraining softhware right, so we were primarily with sales and customerservice teams to help them train their reps, give them the developmentopportunities to practice at scale so that they can ultimately perform thebest when it's time our mission here Atlessonly, is to help people do betterwork, so they can lead better lives, and we truly believe that enablement intraining is the way to do that. If you think about your day today, when youare confident in yourselfs and when you are confident in what you know and yourskills, it means you're going to perform better at work and when youperform better in work, you take that home with you when you have a good dayat work when you're having a good week when you're having a good monther year,you take that home and ultimately you have a better home life and that's whatwhere we believe that that is our grand nission in training software is the waywe are doing that. Putting that into practice. Now I can't agree with youmore. I just did a an episode, I fothanksgiving about kind of aprofessional gratitude and how happiness improves performance and workand there's nothing more true than that right. If you are, you have a great daythat translates into every aspect of...

...your life, so I totally am with you onthe the training being a facilitator of that. But let me play devil's advocatefor a moment sure, let's say I'm a sales manager, I've just onboarded fivereps and I need to get them producing as quickly as possible. While, yes, Iwant to give them the tools, they need, the information they need to besuccessful. I also need them producing sure. How do you reconcile those twothings? Because training does take time? Yeah absolutely, and I think thebiggest answer to that or the most important thing about that is it'sabout that training. It scale it's about doing micro learning so that itdoesn't take a half day or doesn't take a full day where we're pulling raps offthe floor and putting an im into a fourthday training. But we want to givereps that just in time enablement so that they can perform and learn whatthey need in the same time, and I'll put it back in I terms of practice, oneof the things that we are really passionate about here- that I'm reallypassionate about is practice it scale and the way we do that is throughvirtual roleplay. So you can give a rep ont of your reps, a situation and askthem very simply to here's this new set of information on a product. We wantyou to record your thirty second sales bitch. It takes a rap five minutes todo that. H Y. We take them off the floor for fivefive minutes to do that,but then we can give them really valuable feedback immediately on howthey can improve that pitch, how they can get better before they actuallytake that front of the customer. So I think that the key piece to that istraining doesn't have to take a long time. Training can be injected directlyinto things that we're already doing through Miccro role play typeopportunities. It can be injected at scale in our own time in thosedowntimes that we have, it doesn't have to be a halfday training session or afullday training, sessionor or a full week of boot Camp Peepin. If we'rethinking about onmoarding the more we can promote the microlearning aspectsand the micropractice aspects of that...

...the more effect IV it's going to be andthe less we have to think about that trade of off between being on the floor B being selling thatselling time ind. That learning time- and you mentioned virtual role playingwhat are a couple of other things dead sales managers can implement right away.That can help the training process yeah. Absolutely so so I think immediatelywhat if I were new to a acompany, that they were kind of three different typesof role plays, that I would want to implement right away. I'd want t an nimvluent virtual roll play, like I mentioned, which is essentiallyjustiral playing scale. It's IT'S VIDEO RECORDING! It's screen, recording it'scapturing, immediate feedback on emails or chat messages, whatever that may beso being able to facilitate that at scale is number one. One of the anaside to that one of the things I love about virtual roleplay as opposed tolive rol play, which don't give me Wong, glive roleplay, is necessary andimportant and key to learning. But one F thing: Hi Love About Virtualworldplay. Is that what we find not only us, but the industry as a whole,when we ask a rep, you or me or whoever to record something, we will record it multiple times before we actuallysubmit that for beeback right and so every time I record that I'm saying thewords out loud, I'm doing it over and over again we typically find seven andto ten times someone will practice something and hit record and then stopand hi record again and so they're practicing over and over again, insteadof just that, one time that you might do in a live, Wole Plat Ito, that's oneof the things that, even though, as a greater or a sales manager, you mayonly see one version they get sent to you. YourRep may have done it up to ten times before they sent you that one sovirtual wole playes. First, the second I would implement would be what I callmicro role places something a micro...

...role play like you come into a teammeeting and you take the first five minutes of a team meeting, and you asktwo of your reps to rol play a situation that someone ran into. Itmight be an objection and might be something about a new product or newprocess that you're putting in place, but just taking small parts of of timethat is already set aside for meetings. Bat, that's a wonder one, a teammeeting, whatever it, maybe in injecting it right there within andthen the third piece that that we really encourage here. lessonly is peerWil Plit, and these are completely at Hawk in formal sessions where you justgrab a pear and say: Hey, I'm really working on this, so I'm reallystruggling with this in front of customers. Can you come with me for tenminutes and practice this with me. An a big part of that is again it's aboutthe repetitions of finding the time to to do that. Those developmentopportunities in the space that isn't necessarily taking me out of my sellingtime, it's injecting it within a time that I already have set aside in doingthat with peers or your manager, or virtually is the best way to do that.So those are really the three things that I would try to inject immediatelyat into my program e. If I was just geting started and do you need a salesenablement function at your company to do all of these things or if it's avery small start up, maybe just a few people on the sales teams, it'ssomething that a manager can do by themselves. Absolutely so we work witha lot of companies where they don't have an official sales, mavementposition, then or a trainer or whatever it may be, and so a manager, a salesmanager can take these concepts on just work, one to one with their teams. Ilike, I, was mentioning with the Micho role plays. If you can inject thatpractice into the first five or ten minutes of a one to one every month inthe first five or ten minutes of your weekly tea meeting, that's going tohelp your raps learn from each other and practice with each other, andeveryone is going to continually get...

...better and you don't necessarily haveto implement a huge program to do that. What type of success are you seeingcompanies see when they implement this sort of training program or the sort ofpractice focus right? I mean we need to provide some ouro lie for our listenersfor Tus CA. Taking you face value, no t totally get it yeah I'll focusspecifically on kind of onboarding, which is kind of the easiest place tosee this right. The the thing that we get with practice is it decreases ourtime to productivity because again we're getting repepetitions at it,which means we're going to get to a point where we can perform atour best faster than if we just wait and have to practice with with customers orprospects right, because if we're not practicing with each other for not roleplaying, then in reality, we are practicing every time we talk to aprospect or a customer and those are those repetitions and- and so we canget ti there faster. So so we're seeing companies ar clients reduce their ramptime by forty percent getting getting to productivity. Forty percent faster.We have some customers that are increasing their productivity by sixtypercent, really on the back of that practice being able to present theinformation, it's easy to present information to someone like I missionedbefore we can send somebody a pdf or a deck. Getting the information to themis relatively easy, but actually what you do with that information, how youput it in the practice to get the knowledge, transfer and t behaviourchange that you're looking for it is really where t the Goald is ofincreasing that productivity or or decreasing that time to prouctivity. Toget to that forty percent- and, let's say I'm a customer. How does thisimprove my buying process right? My experience with the RABS? Can you kindof talk to what you're hearing from customers Ho who have dealt withcompanies who have implemented this...

...sort of Progrem yeah? Absolutely so sowhat makes it better is we know right now t the buying process is changing.The the customer service process is changing, and so we all expect anexperience in our buying process. That is a matched by some of the bestconsumer experiences now so so we're both in to be the B world and ourcustomers ar prospects are influenced by how they are consumers of Amazon, ofWalmart of macy's. Whoever the big brands are t that are providingexceptional customer experience, so they are expecting that from us and soy by making our reps better, they are able to provide a better customerexperience on their sales cals on their customer service interactions so thateven in a BTB world they're getting the same type of experience that we are inthe consumer world. That's super interesting. The point that you broughtup that we are influenced by all of these kind of normal consumerinteractions to I hav with, and I just wish, like comcast or my cable provider,what would go through better training because it's like poluntee, sometimesdoin with them, yeah. Absolutely that's a good point. Our whole perception,Oour, how we should buy, doesn't necessarily correspond with like the Btob buying process. It really has to do with some of the things whaveexperience outside of that. So I think it's a abtoal, a great takeaway for ourlisteners. If there was another takeaway Brian, then our listenerscould have. What would that be? One thing they coan Reemember, totally ouknil, honestly 'll just go back to kind of what we already talked about bepurposeful about fitting practice into the moments that are already happeningwithin your day today. So taking that first, five or ten minutes of a teammeeting taking that first, five or ten minutes of a away one to one, is howyou ere going to start building the confidence with your reps that inmaking practice a part of the day today-...

...and that's really one of the key pieces-is really making them comfortable. Because because I can mention beforeprior, it's hard role play is hard and helping your rep get comfortable withthose development opportunities so that they have the confidence to do themover and over again will help breathe that culture of practice so that theycan make themselves better and do better work absolutely and I'mconfident that people after listening to this episode are going to want toget a hold of you. So how can they O that yeah? Absolutely so so a coupledifferent ways. If you want to reach out to me, I'm always willing toconnect on Linken, Brian Nos or Brian Dotnaset lessonly ismy email address. Wil feel free to reach out to me you're interested inlearning more about lessonly, our rubside. You can hop on there a sign upfor a demo. One of our great team members will provide a great experiencewhere they can bring you into a call and going to take you and show you howour PLATFORMA can really help. You gind O, transform your learning programs,your ennavlement programs t to get to that performance that you want Ou yourteam to get to that sixty percent increase in productivity or the fortypercent decrease in time to ramp awesome. I mean those are huge numbers,so I think tha yeah man, you making a good case Oro Oer in the thing, is thatthey're not isolated, either weare, seeing it over and over again werecompanies us included where we're able to really get that big jump inproductivity Brian. I I appreciate you being on the show today I want to thankyou. I want to take all of our listener for joining us and we will see you nexttime on these sales, an Meson podcast. Thank you fixur. This was anotherepisode of the Sales Engagement podcast join us at sales, engagementcom for newepisodes, resources and the book on sales. Engagement coming soon to getthe most out of your sales engagement strategy, make sure to check out O'reach to io the leading sales...

...engagement platform. See You on thenext episode.

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