What Is Coaching?
Presentation #40:
Strategic Coaching Points in a SAM Organization Presenters:
Lon Cunninghis, Vice President, Revenue Storm A.J. Novak, Strategic Business Director, Waste Management
©2014 SAMA Annual Conference
Coaching is one of the few high-powered performance techniques that Sales Leaders can engage in to achieve immediate, sustainable, and profitable revenue gains and performance improvement.
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Mentoring Coaching
Mentoring
Performance-oriented with a clear, short-term outcome.
Life strategies-oriented with the attainment of a long-term goal(s).
Coach is with you in the moment. (an event)
Mentor is with you in a lifetime.
Coaching has a finite focus.
Mentoring has a holistic focus.
Coaching is a professional obligation.
Mentoring is a voluntary relationship commitment.
Coaching seeks to solve.
Mentoring seeks to evolve.
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Training Coaching
Training
Succeeds Training
Precedes Coaching
Designed to close a performance gap
Designed to close a knowledge gap
All about doing
All about learning
One-on-One / Team
One-on-many
Field based
Classroom based
In the real world
About the real world
Affects behavioral change
Affects the mind change
Individual centric
Content centric
Situational driven
Calendar driven
Done by a professional leader
Done by a professional trainer
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Inspecting
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
What Is Coaching? DEFINITION OF COACHING Not a single event but a continuous and targeted improvement effort
Coaching in the moment or scheduled
Creates a hopeful path to change behavior
Focused intervention(s), both formal and informal, that motivate and enable the performance of individuals while leveraging their strengths, competencies and unique styles to achieve desired results.
Advances skills, leveraging practical repetitions
The Coach adapts to get the most from each person
Focused on specific sales outcomes
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
Business is all about Supply and Demand. This is the process for the Demand side of the Business Equation
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to assess, prioritize and engage selected markets, accounts, or individuals to initiate the demand management cycle
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Preconditioning • By Marketing • By Sales
• Right Market • Geography • Vertical
• Right Profile
Purpose - to Avoid: • High cost of Sales • Low Productivity of Sales personnel
• Size • Their targeted customers
• Right Level • Executive • Senior Management Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Segmentation Strategy
Quality of service
2. Quality seekers Revenue: $110M EBIT: Avg
3. Commodity shoppers Rev: $349M EBIT: < Avg.
Energy Pharmaceutical
Chemical
National Environmental Health
Other Industrial Metals Transportation Transportation manufacturers service Contractor Cruise lines
Residential Property Commercial property
Grocery
Drug Stores
Other Restaurants Retail Commercial Hotels Food and beverage
1. Premiums Rev: $458M EBIT: > Avg.
Some Customer Segments have accounts in multiple value quadrants
Breadth of service Copyright © 2014 Waste Management Corporation. All rights reserved. Duplication in part or in whole prohibited.
Segmentation Sales Strategies Quality
Premium
Quality of service
Maintain & Pursue
Target, Invest, & Aggressively Pursue
Commodity Defend. Move or Divest.
Breadth of service Copyright © 2014 Waste Management Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to stimulate interest and generate buying activity outside the current budget allocations or existing procurement plans Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Go-to-Market Strategy • • • •
Level 1 - Transactional Level 2 - Process (Solution) Level 3 - Business Advisor Level 4 - Partner
• Right Approach • Demand Creation • Demand Capture
Purpose - to Avoid: • Weak pipelines • Unqualified opportunities
• Right Message • Six intellectual points • Three Emotional Buttons
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to frame a differentiated solution that has confirmed and relevant value for the client Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Questions • Traditional vs. High-Gain Questions • Get the Business opportunities calibrated • Sort the Relationship priorities
• Right Co-Developed Value Proposition • Right Metrics • Right Business Concerns
• Right Solution • Right Bundle Components • Right Alliance Partners
Purpose - to Avoid: • Average Deal Size too small • Non-differentiated Solutions • Weak Value Propositions • Opportunity Slippage
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to create and execute a winning sales plan Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Political Strategy • To whom will you make a political contribution • What is the exact nature of that contribution • What are the tactics that you will need to execute
• Right Competitive Strategy • Frontal Flanking • Fractional Freeze • Forego
• Right Counter Tactics • Blocks • Traps
Purpose - to Avoid: • Low win-rates • Low Margins • Forecast inaccuracy
• Right Support from Right Relationships • Right Levels • Right Buying Roles Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to oversee successful delivery and ensure that the client value has been documented and recognized Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Results Tracking System • Dashboard goals • Baseline and benchmark process
• Right Metrics being measured • Revenue growth • Cost Reduction • Assets utilization
Purpose - to Avoid: • Delivering Unrecognized Value • Missing up-sell opportunities • Atrophy of strategic relationships
• Right Value Recognition plan • Who • When
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
Speed to Revenue From Suspect to Solution Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Lon Cunninghis
[email protected] www.revenuestorm.com @RevenueStorm
A.J. Novak
[email protected] www.wm.com
Strategic Coaching Points in a SAM Organization Presenters:
Lon Cunninghis, Vice President, Revenue Storm A.J. Novak, Strategic Business Director, Waste Management
©2014 SAMA Annual Conference
Coaching is one of the few high-powered performance techniques that Sales Leaders can engage in to achieve immediate, sustainable, and profitable revenue gains and performance improvement.
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Mentoring Coaching
Mentoring
Performance-oriented with a clear, short-term outcome.
Life strategies-oriented with the attainment of a long-term goal(s).
Coach is with you in the moment. (an event)
Mentor is with you in a lifetime.
Coaching has a finite focus.
Mentoring has a holistic focus.
Coaching is a professional obligation.
Mentoring is a voluntary relationship commitment.
Coaching seeks to solve.
Mentoring seeks to evolve.
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Training Coaching
Training
Succeeds Training
Precedes Coaching
Designed to close a performance gap
Designed to close a knowledge gap
All about doing
All about learning
One-on-One / Team
One-on-many
Field based
Classroom based
In the real world
About the real world
Affects behavioral change
Affects the mind change
Individual centric
Content centric
Situational driven
Calendar driven
Done by a professional leader
Done by a professional trainer
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Coaching vs. Inspecting
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
What Is Coaching? DEFINITION OF COACHING Not a single event but a continuous and targeted improvement effort
Coaching in the moment or scheduled
Creates a hopeful path to change behavior
Focused intervention(s), both formal and informal, that motivate and enable the performance of individuals while leveraging their strengths, competencies and unique styles to achieve desired results.
Advances skills, leveraging practical repetitions
The Coach adapts to get the most from each person
Focused on specific sales outcomes
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
Business is all about Supply and Demand. This is the process for the Demand side of the Business Equation
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to assess, prioritize and engage selected markets, accounts, or individuals to initiate the demand management cycle
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Preconditioning • By Marketing • By Sales
• Right Market • Geography • Vertical
• Right Profile
Purpose - to Avoid: • High cost of Sales • Low Productivity of Sales personnel
• Size • Their targeted customers
• Right Level • Executive • Senior Management Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Segmentation Strategy
Quality of service
2. Quality seekers Revenue: $110M EBIT: Avg
3. Commodity shoppers Rev: $349M EBIT: < Avg.
Energy Pharmaceutical
Chemical
National Environmental Health
Other Industrial Metals Transportation Transportation manufacturers service Contractor Cruise lines
Residential Property Commercial property
Grocery
Drug Stores
Other Restaurants Retail Commercial Hotels Food and beverage
1. Premiums Rev: $458M EBIT: > Avg.
Some Customer Segments have accounts in multiple value quadrants
Breadth of service Copyright © 2014 Waste Management Corporation. All rights reserved. Duplication in part or in whole prohibited.
Segmentation Sales Strategies Quality
Premium
Quality of service
Maintain & Pursue
Target, Invest, & Aggressively Pursue
Commodity Defend. Move or Divest.
Breadth of service Copyright © 2014 Waste Management Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to stimulate interest and generate buying activity outside the current budget allocations or existing procurement plans Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Go-to-Market Strategy • • • •
Level 1 - Transactional Level 2 - Process (Solution) Level 3 - Business Advisor Level 4 - Partner
• Right Approach • Demand Creation • Demand Capture
Purpose - to Avoid: • Weak pipelines • Unqualified opportunities
• Right Message • Six intellectual points • Three Emotional Buttons
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to frame a differentiated solution that has confirmed and relevant value for the client Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Questions • Traditional vs. High-Gain Questions • Get the Business opportunities calibrated • Sort the Relationship priorities
• Right Co-Developed Value Proposition • Right Metrics • Right Business Concerns
• Right Solution • Right Bundle Components • Right Alliance Partners
Purpose - to Avoid: • Average Deal Size too small • Non-differentiated Solutions • Weak Value Propositions • Opportunity Slippage
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to create and execute a winning sales plan Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Political Strategy • To whom will you make a political contribution • What is the exact nature of that contribution • What are the tactics that you will need to execute
• Right Competitive Strategy • Frontal Flanking • Fractional Freeze • Forego
• Right Counter Tactics • Blocks • Traps
Purpose - to Avoid: • Low win-rates • Low Margins • Forecast inaccuracy
• Right Support from Right Relationships • Right Levels • Right Buying Roles Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
The ability to oversee successful delivery and ensure that the client value has been documented and recognized Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Common Vulnerabilities and their Resulting Problems • Right Results Tracking System • Dashboard goals • Baseline and benchmark process
• Right Metrics being measured • Revenue growth • Cost Reduction • Assets utilization
Purpose - to Avoid: • Delivering Unrecognized Value • Missing up-sell opportunities • Atrophy of strategic relationships
• Right Value Recognition plan • Who • When
Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Demand Management Coaching Framework
Speed to Revenue From Suspect to Solution Copyright © 2014 Revenue Storm Corporation. All rights reserved. Duplication in part or in whole prohibited.
Lon Cunninghis
[email protected] www.revenuestorm.com @RevenueStorm
A.J. Novak
[email protected] www.wm.com
