Part 2: The Lifetime Value of a Sales Rep

Continuously Training Sellers Once Ramped

In my last post, I provided some guidance about focused onboarding for your new sales reps by implementing a well-rounded, round-the-clock educational process to help your enthusiasts become producers. However, what most companies fail to realize is that once a rep has been ramped, his or her training process is not complete if you want to produce a sales rep that consistently achieves revenue goals.

According to the traditional model of the Five Phases of Sales Competency, which outlines the stages through which sales representatives progress as they advance in their career (from eager newcomer to fruitful vet) productive sales reps quickly become complacent ones — in fact, in just two to three years. In fact, statistics show that the revenue of 78 percent of successful second and third year sales reps comes from only one or two products — meaning reps are not comfortable selling new solutions because they’re not as knowledgeable about them. Yes, you probably trained them at the beginning of their tenure, but statistics show that 87% of training is lost after 30 days.

So how do you keep veteran sales reps engaged, interested and confident in promoting new products and solutions? Well, research shows that 90% of training is retained with reinforcement. Implementing a continuous training program that is delivered in the context of real opportunities is the best method. The key is being able to know when your sales reps get stuck and need help or need to be redirected. Having a system in place that alerts managers and coaches when someone is stuck is critical because we all know that these resources are scarce and can’t be part of every deal.

Anytime, anywhere instruction, even when direct coaches aren’t available, can ensure that learning remains a valued and respected notion at the company — fostering a group of individuals that continues to grow and doesn’t become complacent or lazy.

To help you better understand the 5-step process we’ve identified for onboarding new sales reps, we’ve put together an eBook that outlines the stages of sales competency and how to move reps forward to maximize their lifetime value, thus improving revenue. In addition, we’ve provided the SiriusDecisions research brief “The SiriusDecisions Sales Onboarding Effectiveness and Efficiency Model,” which provides the steps necessary to build a successful sales onboarding program. Both assets can be found on this web page, which also provides a recording of a recent webinar we did in conjunction with Jim Ninivaggi, service director, sales enablement strategies at SiriusDecisions.

Do you have any other helpful ideas for how to continue to train sellers once ramped? Let us know!

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