How to prove the value of sales training in uncertain times


The training market is a tough market right now. Businesses face unprecedented uncertainty due to the spread of the coronavirus. Projects are put on hold and budgets are reduced. It can be difficult to justify an investment, even when we know that the performance of our sales team is more important than ever.

Being able to quantify and prove the value of training in a time like this is essential.

Frédéric Lucas, CEO of Prima Ressource was interested in the question of proof of the value of sales training long before the emergence of Covid-19.

His company focuses on the scientific causes of underperformance and outperformance, to help clients tackle the root of poor performance and growth by implementing effective solutions. He takes pride in demonstrating the value of his work to his clients and thus nurturing long-term relationships.

Here is what he has to say about how to generate and prove the ROI of training.

Why proof of value matters even in ordinary times

Frédéric Lucas: “We are a training company. We sell to the CEO, but if we don’t get buy-in from the sales manager early on, or if the sales manager doesn’t believe in what we’re doing, after a year we’re done. “

The organization’s track record and Frederic Lucas’ own reputation as an author, speaker, and thought leader can sell, but to retain and develop a client in training, he must show the sales leader tangible value. from the program. And in an age when leaders scrutinize every expense even more carefully, the ability to prove past performance has become even more valuable.

For sales leaders, executives and CEOs, proof of value is more critical than ever in making training investment decisions. Historically, most training courses lack transparency in their effectiveness, making it difficult for leaders to budget and invest with confidence, and this is sometimes one of the first things to do in difficult times.

“Proof of value is more essential than ever in making training investment decisions. »GEORGE BRONTÉN

How does Frédéric provide proof of value?

Technology is an essential aspect of Prima Resource’s approach to proof of value. Without the right technology, it is not possible to follow the right parameters. For this, Frédéric uses Membrain.

Frédéric: “Membrain brings responsibility to training, and gives us something measurable, where we can prove our worth. “

The Membrain platform allows sales trainers to integrate training, reinforcement and accountability directly into CRM. The resulting analyzes then allow Prima Ressource to provide tangible and quantified proof of the value of its company’s offer.

“This extends our commitments,” he said.

For the sales organizations it serves, this makes the return on investment from training measurable and visible. Managers have data they can show senior management to support further investments, and leaders gain confidence in those investments.

How does Membrain prove its worth?

The Membrain platform is designed to make sales strategy, processes and training executable . Membrain provides a simple and intuitive interface with several key features that compare, measure and prove the ROI of training investments. Here are a few examples of how Prima Resource does this.

1. Common language

“Membrain helps a sales team to really have the same common sales language,” explains Frédéric Lucas.

This common language includes definitions and qualifying criteria for prospects and customers at each stage of the sales process, as well as a common understanding for the stages of the pipeline and the activities within the process.

As the common language is integrated into the CRM and reinforced in the daily workflow of the salesperson, it becomes possible to generate analyzes based on the data of the CRM, because everyone has the same definition of key terms.

2. Reinforce behavior and coach

“We can tie the technology to the behaviors that we need to observe and get managers to manage their salespeople to adopt those behaviors,” says Lucas.

One of the reasons that the ROI of training is so difficult to prove is that it often doesn’t exist. If salespeople do not apply the training, it is of no value .

Membrain reinforces training with checklists, guidance, built-in training materials, and the application of best practices. This helps improve retention and application of training while providing data that coaches can review and use to reinforce training with coaching.

In turn, the ROI improves and the same analyzes can be used to prove that the training is lasting, and also to correlate it with the improvement in performance.

3. Activate the process

“Elite sales forces coach with a process and are strong on the process,” says Frédéric Lucas. “Weak sales forces don’t. So the question is, how do you get everyone to use a process? The way I do it is I coach through the sales process. But I can only do it if I enforce it throughout the organization . This means by definition that I need a tool like Membrain ”.

Membrain is built to put the process into action and to guide sellers through it. Using the tool, trainers are able to deploy best practices and processes across an entire sales force, and have sales managers coach in the sales process.

When everyone uses the same process and everyone coaches in that same process, then it becomes possible to measure the results of that process. In return, the measure provides evidence.

4. Build sustainably

In many sales organizations, training, methodologies, and processes come and go at the whim of the managers who are responsible for these elements. Without consistency, it is impossible to measure the true value of training.

Frédéric Lucas approaches this problem in several ways. First, because he is able to prove value quickly, he is also able to extend his engagements so that proof can be measured over longer time periods.

But he says Membrain offers another advantage. Because the tool strengthens the process and methodology, these elements endure in the sales organization even when the leaders and salespeople who originally instituted it are long gone.

“I have several clients who have been using Membrain for many, many years,” explains Frédéric. “As long as they use Membrain, they continue to use the methodology we have developed for them. This brings sustainability to work and engagement. “

Sustainability makes it possible to measure progress and results over longer periods of time and to justify investments with evidence of long-term return on investment.

5. Make work useful

For Frédéric, proof of value is not just a question of measure. It’s also about making sure that training brings as much value as possible. They are two sides of the same coin.

Membrain also plays an essential role in creating added value, as each of the above points shows. But Frédéric cites another way Membrain adds value:

“Another useful element is the way Membrain allows us to manage playbooks [or execution guides],” says Frédéric. “A lot of companies are looking for playbooks . But I’m starting to hear more and more companies say, “But a sales playbook is 50 to 70 pages. Most sellers won’t read it. ” We are therefore building the guide for the execution of the sales process within Membrain itself. The playbook thus offers this information to sellers in the context of an opportunity and in the context of a real need for help. “

I’m incredibly proud of how the tool our company has built helps trainers, consultants and sales organizations get the most out of their training and sales teams, and I thank Frédéric Lucas for shared his story and advice.

We work hard to support all of our training and consulting partners, as well as the business organizations that use our tools, and to continually improve the value of our offerings. I am happy to report that we are currently working on a new Account Growth Module that will bring even more value to the platform.


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