Shawnna Sumaoang: Hello and welcome to the Win Win Podcast. I’m your host, Shawnna Sumaoang. Be a part of us as we dive into altering tendencies within the office and find out how to navigate them efficiently.
Analysis from Entreprenuer.com discovered that firms lose as much as 30% in income annually on account of inefficiencies. On this present financial local weather, the significance of rep effectivity is at an all-time excessive. So, how can enablement leaders concentrate on serving to reps maximize effectivity to make each interplay with a purchaser rely?
Right here to debate this matter is Shelly Walshe, the Director, Gross sales Enablement & Operations at Delta Dental. Thanks for becoming a member of, Shelly! I’d love so that you can inform us about your self, your background, and your position.
Shelly Walshe: You wager. A bit bit about my background. Proper out of faculty, I went proper into retail gross sales and advertising. After just a few years there, I leaped into healthcare, which was actually completely different. I used to be on this gross sales coaching group and from there, I used to be promoted right into a gross sales management position the place I took these advertising expertise, these coaching expertise, and other people growth expertise into promoting. I discovered some success there after which moved right into a solely studying and growth coaching readiness perform. Apparently, I did properly sufficient there with problem-solving and creating folks that my group was constructed out together with actually the tendencies of bringing efficiencies, effectiveness, and enablement into organizations. For me, that thread that I’ve had all through my profession of being inventive and fixing issues, and creating others is an ideal match for this position.
I’m answerable for a nationwide group with plenty of readiness, getting ready our gross sales kickoffs, instructing methods to organize the sector to be at their finest in entrance of the client, together with a few of the much less horny and enjoyable issues like our gross sales incentive program and even another work with occasions out available in the market. In order that’s me and I deliver my creativity and creating others and problem-solving to my work all day, every single day.
SS: I really like that. I believe that these are important expertise for anybody in enablement. Now, you’ve talked about that you just’re consistently engaged on making an attempt to innovate primarily techniques and processes to assist influence gross sales achievements and all the things that they’re capable of accomplish inside your group. How has this strategy helped you to drive effectivity amongst your gross sales reps?
SW: What I find out about, and being a frontline vendor myself, is you’re within the deal, you’re within the second, and when you can’t get what it’s essential cross the end line or transfer the deal ahead. I deliver that and I search for leaders and members of my group which have that very same mindset. Not what we have to inform our sellers to do, however what we have to make them at their finest, make them actually prepared in entrance of the client. Effectivity is an ideal phrase. How do they discover issues quick? How are they prepared in the mean time? Do they get them out of digging in an e-mail, phoning in a buddy, or having to return again to the client the following time? I believe that’s a spot the place we’ve achieved our greatest. We’ve obtained the answer the place the rep is working in the mean time. In the event that they’re in an e-mail, we’ve obtained one thing for e-mail, they’re going to be within the discipline, and we’re getting them prepared within the discipline.
Time is, particularly after the pandemic, it’s arduous to get in entrance of a buyer. It’s arduous to even get them on Zoom as a result of they’re a little bit fatigued. You’ll want to profit from what’s occurring. If you’re together with your buyer and if you’re in entrance of them. I really like expertise to try this and I’m fairly captivated with what we’ve led to with Highspot as a result of that’s assembly our wants in much more methods than I’d’ve anticipated.
SS: That’s at all times unbelievable to listen to. What are a few of the improvements you’ve been capable of obtain since implementing Highspot and what influence have you ever seen from these improvements, particularly with regards to efficiencies?
SW: It’s very apparent that Highspot can ship content material. It’s fairly apparent that it could possibly pace individuals up from the underside of the funnel to search out the precise doc and discover the right model, however we’ve dug lots deeper there. I don’t wanna bypass that and concentrate on a few of the cool issues we’re doing. The truth that our sellers can discover what they want quick, it’s a minute right here, it’s a minute there, it’s having to return to the workplace and discover it, ready for a response.
Not solely are our sellers getting what they want in the mean time, however so are our prospects. It’s simply really easy to search out what they want with a few clicks to the purpose the place our sellers are asking for all the things to enter Highspot. If we’ve an asset that comes from our individuals org, they ask if we will put this in Highspot. They need this to be their residence base and I believe that’s fairly thrilling. We’ve achieved some distinctive spots and pages and belongings that basically aren’t about content material supply, nevertheless it’s making it simpler for our sellers.
One instance is our firm is getting greater. There’s a variety of demand on time and capability, and our cross-functional companions are creating consumption types and vendor types. They ask that they fill out the shape to get the request for brand spanking new types or up to date types. They requested us to place it in Highspot and we simply put the hyperlinks in there as a result of they’re working in Highspot via both Salesforce or Outlook and when they should join with our model and artistic group on an consumption type we discover it in a Highspot and that offloads time. So, am I creating time? Possibly. Creating capability? Certain. I’m dashing them up, making them more practical and environment friendly, and ensuring what they ship available in the market is as proper as it may be, is large.
SS: I believe that’s unbelievable. I’d love to grasp, Shelly, I’m curious, have you ever come throughout challenges with regards to enhancing effectivity, and perhaps what are a few of these challenges that you just come throughout, even inside your individual group, within the perspective of the financial system?
SW: Some efficiencies which have been led to, significantly associated to Highspot, is our skill to get our explicit proposals in entrance of our prospects. We do about 700 new enterprise proposals. It’s lots. They go in all completely different instructions. They hit e-mail and other people have completely different capacities of their e-mail bins as they’re receiving it as a buyer or dealer, and we’re transitioning into utilizing Highspot to ship proposals.
So what does that do? Initially, it saves reissuing, loading recordsdata in a distinct house or content material software or Google Docs, or a few of the safety points that we run into. It makes it quick and environment friendly and one of the best half about that’s that this piece of delivering one thing in a method that’s actually good for the client, however good for us and good for advertising is that prospect opening the proposal. We’ve had anecdotes the place our rep says, I despatched one thing and the client says, ‘appears nice,’ however I do know they haven’t opened it or they arrive again to it in every week. They’re gaining this intelligence about find out how to now strategy the deal in new ways in which they’ve by no means had earlier than.
As a substitute of within the second getting a name again from that purchaser asking a query, they’re already starting to organize, as a result of they’re noticing the client is spending time on this web page or they maintain going again to the value. They are often extra prepared for the following steps on this negotiation or deal-making. That’s been simply groundbreaking. We despatched it by e-mail and didn’t know what was occurring behind the scenes, or who else was getting concerned, and our reps are saying that that is setting them up for achievement and making them more practical after they’re in entrance of the client the following time.
SS: I really like that. I do know that your group has seen a variety of nice success from participating their patrons via Highspot, significantly via the pitching functionality. In truth, I’ve seen that you just guys have achieved an 84% adoption fee of pitching, which is wonderful. Incredible work on that entrance. You talked a little bit bit about a few of the pitching methods and the way it’s helped your group enhance effectivity. I’d additionally like to drill into understanding a few of your finest practices for driving the adoption of pitching in Highspot and a few of the outcomes that you just’ve seen as a enterprise due to leveraging pitching.
SW: I believe we began with my readiness group. I cherished Hamilton, so I’ll say speak much less, hear extra. Put ourselves within the sneakers of the vendor. If you inform them you should pitch, you should enter into Salesforce, you should do one thing. There’s lots that comes their method as a vendor, and that’s simply not the mindset for them. They’re driving enterprise, they’re energized, they usually wish to do, do, do, and go, go, go. To be instructed what to do is typically in battle with what you wish to obtain.
My group does a variety of listening. What do you want? What could be useful? Whereas it wasn’t our finish sport the place we needed them to do the pitching. You pitch a product, pitch a brand new method of doing issues, pitch a sale prospect. I imply, that’s actually what initially you consider what Highspot will do for you. We had sellers inform us, prospects don’t need us to be dental consultants, they wish to study wellness. That is necessary to them. Which may not cross the end line on a deal, nevertheless it units us up as a high quality healthcare firm that basically is dedicated to oral well being and can do properly with the members that be a part of us. We began with some thought management webinars that have been new to the corporate. We have been getting out, like telling our story of why oral healthcare issues and why we care about it, so we created webinars.
Prior to now, our course of was not an concept. We did have interaction advertising with some campaigns, however that didn’t assist our sellers. They’re sort of blind to campaigns. They don’t actually know what’s happening. They don’t know who’s going. Our campaigns could not even contact the particular person the vendor desires to connect with the occasion. Our first launch in pitches was a extremely thought-provoking webinar to folks that the sellers wish to present worth to, they usually cherished it. Our adoption fee has even grown since you bought that stat. We at the moment are at 90%, which is unparalleled for something I do with sellers to get them to return alongside.
As soon as that they had the outcomes and the engagement and I might see the information, I believe we’re over 5,000 attendees within the final two quarters at these wellness webinars. Prior to now, we’d be fortunate if we had 10 or 12 attendees in 1 / 4, so the outcomes are there, the shoppers are thanking our reps for inviting them, and it’s simply been a terrific solution to introduce them to Highspot. Now, they’re saying, what else can I do? How else can I take advantage of this software? We invited them in primarily based on what they wanted first, and that set us off and operating.
I’ll add, we’ve discovered in a giant method with ours. Highspot skilled providers group. We meet with them weekly, they know us, we all know them, and we make investments time with them. It’s a kind of conferences the place I believe others may say one thing got here up, and may’t make it, however we made it a precedence as a result of we gained a lot from these calls, whether or not it’s for a brand new concept or we’ve an issue to resolve. Our partnership is like none different I’ve ever had with a vendor. I’ve a devoted employees and my readiness group really employed somebody for the position. I used to be including a brand new coaching place and we sought out somebody that had expertise with instruments like this and that tech mind that she brings to the job actually superior us as properly. It obtained us to the place we at the moment are quicker as a result of she might actually stroll each side. Not solely can she be tech, however she’s additionally actually embedded with gross sales, so she is aware of find out how to navigate very properly.
Lastly, to that adoption fee and the usage of pitching, they run a set of workplace hours as soon as every week. They only invite individuals in and ask them what they wish to check out, and what do you wish to ask us. Whether or not the reps simply use these workplace hours for one marketing campaign, one concept, or one occasion, it will get individuals utilizing the software very hands-on. It’s ongoing and it’s how we’re doing enterprise now. We’re not launching a software and hoping that individuals will use it and sending out reviews that decision them out for not utilizing it, which is oftentimes how gross sales leaders will say we purchased this, however you’re not utilizing it. Get in there and also you higher use it. This can be a completely completely different strategy, and I believe it’s working very properly.
SS: Completely. Totally different approaches for various groups usually that is the case. Now, I wish to shift gears a little bit bit and we talked about a few of the much less horny parts. I do know although that your group has seen some actually nice outcomes with regards to governance inside Highspot and I believe a variety of enablement practitioners don’t instantly take into consideration how necessary governance is. Are you able to share extra about your finest practices for governance and the way that has helped your group optimize efficiencies?
SW: The partnership with advertising has been important. This can be a software that we purchased in for enablement, and our advertising group, like many, is simply busy. They’re chasing, they’re doing campaigns, however their measurements weren’t essentially aligned with ours. Gross sales would get pissed off as a result of that they had no concept what advertising was doing, and why gross sales weren’t getting what they needed from them. We introduced in our model and artistic companions alongside. We pitched them by saying, it’s ours, we’re going to run it, we’re going to personal it, we’re going to handle it, however we would like you to return alongside and see what it’s like.
We’re just a few weeks into implementation and I don’t suppose we’re going to ever shake our advertising companions as a result of they will see the worth of the software. They’re utilizing Highspot themselves to search out content material as a result of it’s simpler than the place they’ve been housing it on SharePoint. We’ve got customers exterior of gross sales which have discovered concerning the software and the place to search out content material. We’re simply actually selective and sensible about what we hyperlink to and curate a really logical group primarily based on the gross sales cycle and the vendor’s wants.
As a substitute of masterminding or copying the present file system or group, as a result of my group is so near sellers, they ask how do you search for one thing? What do you name it? How are your prospects asking for content material? The end result that we didn’t anticipate is that advertising is studying extra about frontline sellers and what they want and what prospects are asking for just by how we’re organizing our spots and our content material into Highspot.
Now, we’re a little bit greater than a yr in and it’s time to start to evaluation content material that’s not getting used and sunsets these items. The information stats are coming in proper now. We simply had our gross sales kickoff and our new chief of name and artistic, noticed a few of the knowledge factors. As an example, our video views are seen properly over 100%, typically 200%, that means prospects and the receivers are watching it a number of occasions or sharing it with others. That was not essentially a precedence for our model and artistic group, however I checked out him throughout the room and mentioned I believe it’s essential go make some extra movies. We don’t want the flyers and the slide decks, we want video.
Once more, the place do you spend your time and make investments? Every thing doesn’t should be there. It’s what the vendor wants now, and we’ve these listening posts and people workplace hours and being actually related with them in different ways in which it’s simply an at all times factor that we’ll do for positive as a result of that’s the way you make it’s finest. It’s reacting to what was occurring available in the market, and you may’t try this when you’re not at all times participating with these friends cross-functionally and at all times listening to out of your sellers.
I really like the enter or suggestions function. That had by no means existed in any of our content material. Prior to now on the SharePoint website, after you picked up a doc and also you noticed a mistake, you didn’t know what to do with it. That’s been a win that I wouldn’t have put down in my necessities when on the lookout for a software, nevertheless it’s serving to my group the place there is perhaps some studying alternatives, but in addition bringing about some fast wins for our sellers to get paperwork up to date or modified. That’s effectivity. All of the little items actually add up.
SS: I really like that. Not too long ago your group determined to increase your use of Highspot to incorporate coaching and training. How have you ever been capable of enhance the effectivity of your gross sales group with a unified enablement platform that comes with coaching and training?
SW: It was considered one of my highest priorities once I noticed a single resolution with all the things we would have liked. So, bringing about what the reps want, the place they’re working, whether or not they’re in Salesforce, on the highway, or in e-mail. When a buyer asks you a query a couple of matter you discovered about at your gross sales kickoff three months in the past, the place’s the data? What ought to I say? What do I present them? What am I alleged to know?
We’re evolving and getting all the things into Highspot. In truth, my coaching chief has that in her, in her signature line, ‘Questioning the place one thing is? Did you look within the Highspot?’ Every thing’s there that you’ve got a single supply of data, so if you end up about to pitch a deal they usually’re asking about our effectiveness with equality, they will say ‘I do know there was one thing nice and I do know there’s some phrasing that was actually terrific, however I must brush up my expertise’. That content material is prepared for you. The search brings up not solely the flier or the video that you just may ship but in addition serves up, proper in entrance of you, all the things that it’s essential know so you possibly can refresh.
You’ll be able to think about emails, storage of recordsdata, and the place it’s. It’s unlikely {that a} fast-paced, fast-moving vendor is taking the time to cease, dig via emails, or ask somebody. Typically I name it the legends and tales and make it up on the spot the place it’s essential transfer quick they usually don’t have time to do all their analysis, however we serve that up for them in Highspot, even when they’re not pondering they need to refresh their studying. There it’s for them.
We’re seeing some good engagement. We’re simply getting began and studying and bringing them alongside, so we’re going to get our onboarding going, however man, I wouldn’t do it every other method. I simply wouldn’t. It’s multi functional place. That’s driving adoption as properly. Whereas I won’t want a collateral piece, I wish to reply a buyer query. Let’s say an e-mail is available in with a buyer query. I can ping a solution, however our reps at the moment are behaving the place they go to Highspot to get the training, and whereas they’re getting that studying, they’re like, Ooh, I didn’t see this advertising collateral piece. It’s actually cool. I didn’t even realize it existed. Let me not solely reply the query however assist it with a extremely good reply.
That wouldn’t have occurred with out tying these two items collectively. It’s simply merely the attention of what’s out there via that simple search. Discuss effectivity, proper? Not solely effectivity, however the high quality of the rep in entrance of the client, after which the client’s expertise, like they’re getting one of the best set of data in the mean time.
SS: I believe that could be a unbelievable grounding precept, Shelly. To shut, I’d love to listen to about the way you and your group are going to proceed to drive the innovation that we talked about on the onset of this podcast to enhance effectivity and the way you propose to leverage Highspot to assist in the approaching month.
SW: We’ve got such large goals of the place we wish to go. Considered one of my favourite little nuggets that got here out of some inventive pondering on my advertising occasions group was utilizing QR codes and linking to a spot. I constructed these actually stunning touchdown pages for patrons who’re participating with us at a convention or out within the discipline. Prior to now, we might hand out stacks and stacks of paper that most likely didn’t make it previous the resort room on the way in which again to individuals touring residence. The QR code expertise linking again right into a spot means a lot extra effectivity.
We’ve got a rep who created his personal touchdown web page with a sort of his enterprise card, like who he’s, and a few his favourite belongings, and he printed that QR code on a T-shirt. He wears it at occasions and when he’s out within the discipline and it says, scan me. He’s seeing that after the occasion, engagement by prospects and prospects again into his website and his web page, so he can ping them and test in on them.
There are efficiencies for our group not having to trace delivery content material, collateral items, after which plenty of info that they will get. There are additionally extra studying alternatives we wish to construct in in order that we’re transferring our gross sales new rent onboarding into the training platform, and we’ve dabbled in video recordings and competence checks, and functionality checks. We wish to do far more of that. We’re not fairly on the spot the place we’re capable of tie outcomes to analytics. That’s on my plan for later this yr. We wish to discover the magic that Highspot is creating for our reps and construct that out much more for others, whether or not that’s constructing finest practices, extra studying alternatives, and so forth.
I discussed creating extra movies. That’s going to be a direct hyperlink to the information that we’re getting from Highspot that builds the case. Constructing video with our model and artistic group is fairly taxing on their time they usually didn’t have a giant dedication there. Now we will see straight how that resonates available in the market and the way necessary that’s for sellers to get their story throughout. That’s a spot the place we’re going to assist them enhance their effectivity out within the discipline to get what they want that works one of the best and that tells our story for them in order that they’re priming that prospect for the second that they are often in entrance of them.
I can’t wait to see what we ship by the top of the yr as a result of we’ve achieved a lot so rapidly and uncovered alongside the way in which issues I by no means thought have been even attainable and didn’t even suppose we might do. I’m positive some unknown outcomes shall be seen and perhaps I’ll be again in a yr to toot my very own horn over right here about how nice we’ve impacted our group’s effectivity by getting them what they want, after they want it, and making them even higher after they’re in entrance of a buyer.
SS: I really like that and I really like the way you guys create this tradition of creativity and innovation over there at Delta Dental. Thanks, Shelly, a lot for becoming a member of us in the present day on this podcast. I actually recognize your insights.
SW: You wager. It was a pleasure.
SS: To our viewers, thanks for listening to this episode of the Win-Win podcast. You should definitely tune in subsequent time for extra insights on how one can maximize enablement success with Highspot.
