Train Reps to Give Dynamic Presentations
After completing this unit, you’ll be able to:
- Explain stand-and-deliver programs.
- Apply tactics to successfully deploy stand-and-deliver programs.
You never know when a selling opportunity will present itself. Your reps should be ready to pitch to people anytime, anywhere; otherwise, they risk missing out on opportunities. In other words, successful reps are ready for any opportunity when it presents itself, whether it’s on an elevator or at an event. At Salesforce, we rely on our stand-and-deliver program to help ensure our reps are ready to tell our company story and explain our products as solutions, no matter where they are or who they’re speaking with. The stand-and-deliver program forces the rep to stand in front of a whiteboard and deliver their presentation as if presenting to a prospective customer.
These programs are especially important when we launch or acquire a new product and it’s crucial that we bring our sales reps up to speed fast.
- Get executive sponsorship: Anytime you’re running a program, it’s important to get the right people invested. Reps in every office look to their local executives to set the tone and establish credibility. By creating a partnership with the right people, you get everyone on board, which increases your chances of running a successful program.
- Create awesome training content: Reps are only going to succeed in stand-and-deliver programs if they prepare well for their presentation. It’s crucial that they know the products and company inside and out when they get in front of that whiteboard to share. Run all your training materials through your local sponsors and executive leadership to ensure you haven’t missed anything and give everyone a sense of ownership. Next, train them to present like a pro. Start by giving them real-life scenarios they’ll be working in (market, industry, line of business) ahead of time and ask them to practice pitching to those specific segments. Finally, set practice sessions for reps with managers and other staff who can support them and offer insightful feedback to help them improve.
- Make it a contest: Who doesn’t love a little healthy competition? Especially a contest that results in an award. Think about an awards structure that fits your organization’s culture. At Salesforce, we offer awards for the best presentations and to the teams that prepare for and present their stand-and-deliver presentations first. Consider awarding reps and teams who build the most pipeline within a certain period of time after the contest. At Salesforce, the top two teams building the most pipeline over a 45- to 60-day period win a team party.
Having every rep present in person may work well if your sales organization is still relatively small. As it grows, the in-person model may not scale with geographically dispersed teams or a large number of reps in the organization. Consider having your reps record their pitch on their mobile phone or laptop with a partner and upload them to share.
We’ve got a pretty good structure to get reps started. But we know there are always more skills reps can learn for better selling. In the next module, we dig into how best to train these reps.
- A Winning Method for Teaching Sales Reps How to Sell New Products
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