Sales Executive Onboarding: Professional Services

On-Boarding New Outside Sales Executives at a Growing Professional Services Firm

Client Case Study

Situation

This technology industry service start-up grew quickly as a forerunner in a new and quickly expanding market segment. Infused with external capital and charged with quickly growing revenue, the company embarked on a strategy to hire senior level Sales executives that would bring demonstrated success with large, complex sales.

In addition, a large part of the company’s success to date was attributed to their proprietary business practices which are an integral part of the sales process and highly interdependent with multiple functions within the organization. Given the breadth and complexity of the sales process the company’s original plan called for a 12 week on-boarding process that would “certify” a sales executive’s knowledge and understanding of how the company sales and does business.

The goal of the On-boarding program was to ensure that new sales executive attained productive, on the job performance as quickly, effectively, and efficiently as possible in three areas:

  1. Ensure that participants could demonstrate their understanding of company’s sales process and business practices
  2. Establish a cross-functional orientation to selling and build relationships with key sales process partners
  3. Reduce the formal On-boarding learning process form 12 weeks to 5 weeks

 

Complications

  • Compression: Create the experience and learning of a 6-9 months sales cycle in 5 weeks
  • Information: Communicate a significant amount of company information that directly influences the executives performance in this program and in the field
  • Individual Just-in-Time: Conduct the Onboarding program for one Sales executive at a time and/or multiple staggered executives
  • Senior Executives: Hold the attention of experienced senior level Sales executives in the learning process when they want to be out selling

Approach

The senior new hire on-boarding program approach blended various learning methods within a structured framework of eLibraries, presentations, meetings, real-world tasks, shadowing, mentoring and apprenticeships.

The underlying context of the On-boarding approach was a Sales Cycle Simulation based on the sales process used to acquire one of the company’s largest clients. Sales Cycle activities, deliverables and presentations were blended into the 5-week learning process and provided realistic “performance tests” at each phase of the Sales Cycle. Areas covered within the Sales Cycle included:

  • Performing due diligence on a perspective client
  • Creating perspective client account plans
  • Developing a pitch and several contextual value propositions
  • Delivering the pitch and value propositions to a panel of experts
  • Designing an implementation solution with the account service team
  • Recommending a pricing scheme for a specific solution
  • Crafting and delivering a proposal presentation to the perspective client (played by company executives)

Approach (cont)

Participants were also immersed into “on the job” learning contexts in numerous functional organizations such as, Marketing, Inside Sales, Account Management to meet key counterparts and learn about the different functions, roles, responsibilities, challenges, targets, and key projects.

Within account management new sales executives:

  • Worked with an assigned primary account team
  • Participated in account-specific training
  • Conducted research and quote preparation
  • Shadowed reps making calls
  • Prepared team analytics with Team Leads
  • Presented an overview of the account to the account leadership team
  • Worked with a channel account team to understand the nuances of the channel business
  • Worked with “support team” members from across the company to participate in cross-functional meetings and activities

In the late stages of the new hire On-boarding program new sales executives worked as an apprentice to an experienced Outside Sales Executive, slowly weening off until both the new hire and the Outside Sales Executive agreed that the participant was ready to call on clients and lead his/her team.

Participants moved through the On-boarding process as quickly as they were able to demonstrate pre-determined learning objectives by completing varying types of performance tests. Most performance tests involved being observed performing a task or presenting back to a subject matter expert or group. In these cases the primary focus was to give and receive feedback to aid the learning process.

Performance tests associated with key steps in the Sales cycle were evaluated more critically by company executives using several client focused presentations during the Sales cycle simulation.  The program culminates with a full proposal presentation to the perspective clients executives (played by their senior executives). While the On-boarding program was not intend to develop sales skills, the performance test did allow company executives to assess sales skills of new hires.

Results

  • 89% decrease in speed to productivity (from 36 weeks to 4 weeks)
  • 97.3% participant satisfaction
  • Early termination of 10% of new sales hires saving time and money on new hires that did not meet expectations

Related Information

A key to performance improvement is strongly linked to cultivating the proper type of motivation. Since the performance management training, I have been much more focused on identifying and discussing how our actions in Engineering create value to IGT’s success. So far, the feedback has been positive. The group appears to be more accountable for their actions, and victim loop reactions are less frequent. The value proposition for me and those groups we work with is better teamwork, higher spirits, and a better outlook for things to come in the future (renewed enthusiasm).

Stewart Thoeni
Mechanical, HW Engineering Director

LSA Global has provided our Employee Engagement Survey for the past 3 years. Their ability to administer the survey, help us sort through complex organizational changes that impact reporting, and provide flexible, customized report formats gives a high level of comfort and confidence in the work. The survey results have helped us identify and take actions to address the concerns of our Gen Y workforce. In all, LSA provides us with great value, and I would highly recommend them.

Mike Normant
Senior Director, Training & Development

Service Source

LSA brought a very effective training design, and implementation approach to help us create a common language around our corporate training. As a fast growing company with a geographically dispersed workforce, their expertise in this area was invaluable to us in driving consistency, creating a sense of belonging for our employees, and developing a common language for all of us to use.

Binod Taterway
CEO

Blue Canopy

We engaged LSA to design and deliver a 6-month custom executive coaching program for a group of our key leaders. The focus of the program was to help a core group of senior leaders to leverage previous investments in management training, to ensure the engagement and retention of key employees, and to push critical strategic initiatives forward. Even with the high expectations of our senior people, LSA has completely exceeded our expectations. I would recommend them to anyone looking to create and implement a custom coaching methodology using proven tools to drive true change.

Ivan Fukumoto
Senior HR Manager - Staffing, Training, & Development

We value our relationship with LSA Global. We came to LSA because we wanted to improve overall behavioral based interviewing capabilities of our managers to increase the probability of both hiring top talent and future leaders. LSA designed a highly customized solution for our business and culture. We are currently rolling out this solution to our leaders. I would highly recommend LSA Global as a top quality resource.

Rae Phillips
HR Project Manager - Training & Development, PHR

Thank you for a great leadership development session today. The facilitator was brilliant, and we really enjoyed his style and personality. The sales team got a lot out of it (as did I). I believe it will help us create an even higher performance environment by ensuring we have a common understanding of our environmental structure and are all working towards the same goals.

Simon Jefferson
Managing Director

AKQA

We partnered with LSA to help custom design, deliver, and measure an advanced new employee on-boarding and measurement process. The process was well thought out and bought into by sales leadership. The combination of targeted sales tools, technology, coaching, performance plans, training and reinforcement made all the difference.  The pilot program in EMEA was a big success and the solution quantifiably improved new employee and hiring manager satisfaction and increased the speed to sales quota for new hires. We are continuing to work with LSA Global to scale the program in other GEOs and expand to cover more roles at VMware.  I would recommend LSA Global for any sales enablement team looking to increase the engagement and speed to productivity of their sales force. We are excited to implement the program globally across VMware as we continue to scale.

Rochana Golani
Director, Global Field Readiness

Thank you to LSA Global for their partnership and support in helping us to design and roll-out our valuable management development training program. I personally have partnered with LSA Global at four of my previous companies. It continues to be a delight working with LSA. We look forward to partnering with them at Blackhawk Networks for future training and consulting needs.

Suzanne Kinner
VP Human Resources

Blackhawk Network

The customized new hire on-boarding process, coaching, tools, and measurement have provided a very useful structure and frame for the first 90-days for both me and our new hires. It has been a very positive experience from my perspective and will make it much easier to on-board my new hires.

Martyn Storey
Systems Engineer Manager

We recently hired LSA to help us take our client delivery methodology to the next level as we continue to grow and help our clients succeed. The custom strategy and design session exceeded our expectations. They really understood our business and delivered within tight time frames.  They were the best I have seen for this type of complex, visible and strategic work. LSA’s ability to get a group of 20+ executives from around the globe on the same page, push their thinking to new heights, and ensure an executable plan was excellent. I would recommend LSA to anyone looking to take their strategy and strategic execution to the next level.

Rob Sturgeon
EVP Client Delivery

Service Source

LSA Global’s consultant brought a fresh perspective to our behavioral based interviewing strategy for two key executive positions we needed to fill, and their consultant helped us develop questions that produced a much deeper understanding of candidates’ capabilities. I am confident that the two new executives joining our organization have the right skills to add significant value. Throughout the process LSA was also very responsive in dealing with short lead time requests.

Because of the unique nature of our business, Excel is a core application in our accounting organization. After three attempts to find an Excel consultant who is capable of helping our finance team integrate advanced applications into our work processes we found LSA and Alex. He was not only a “Real” Excel expert but was masterful in helping us identify where to use Excel applications in our processes to increase our group’s efficiency.

SPO Partners & Co
Kim Silva, CFO

I wanted to let you know how much I enjoyed working with LSA on the design and delivery of the experiential new employee on-boarding training. I’ve been getting tons of positive unsolicited feedback. You truly exceeded everyone’s expectations.

Steven Gray
US Enterprise Services

The action-learning leadership project has been very beneficial to me, our leadership team, and the entire organization. The balance of development and results has been excellent. We have made huge progress, and I was also able to identify 2-3 high potentials while having the extra benefit of people stepping up to carry strategic projects forward. The Staff is very appreciative and has become very comfortable with both the program and the process. It is still going better than anticipated, and I have been very pleased.

Heather Feltman
President & CEO

LSS

We partnered with LSA Global to help us invest in our people in the areas of performance coaching, diversity, and inclusion. They focused on helping us succeed and were very flexible in meeting our specific needs. LSA Global exceeded my expectations from a speed, quality, and value standpoint. I would recommend LSA Global to anyone looking for a true business partner.

Anita Luckinbill
Director, Human Resources

“We turned to LSA to help us custom design and deliver a leadership and management development curriculum to help drive performance. They have done an excellent job diagnosing the business situation, designing an approach that fits our culture, and delivering a first class solution.”

Sally Buchannan
VP Human Resources

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