Why 90% of Your Kickoff Content Will Be Ignored (and How To Fix It)

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The secret to gaining the greatest ROI from your kickoff content this year.

Your sales kickoff is meant to recognize the achievements of your sales team over the past year, and to get them hyped up around a new initiative for the coming year. This means you are likely either launching a new product, a re-brand and/or messaging transformation, or you are investing in a sales training solution to give your team a skills upgrade. This also means that you are working hard to produce kickoff content that will align with your initiative and empower your sales organization.

Your problem is that, while everyone seems excited about this launch initiative during kickoff, you have no way of knowing if they are going to stay engaged in the months following the event. You know from experience that they likely will not.

Ensuring that your kickoff content will have a lasting impact requires a year-long commitment to reinforcing the initiative launched during the kickoff event. This is critical because, while your sales team can learn about the new product, message, or process, this doesn’t necessarily translate to whether they are using it in the field.

The Problem: Your Kickoff Content Focuses on the Initiative Owner

Most sales kickoff content plans quickly degenerate into a glorified (and very expensive) PowerPoint Parade. Sales reps are subjected to hours of updates and new material—all without giving them the opportunity to interact with it in a way that comes naturally to them. As a result, they sit there idly waiting for the bar to open, politely allowing presenters to speak to a full, yet unengaged room.

If you don’t want your kickoff content to be ignored over the coming year, break the cycle and do something new to give your salespeople the opportunity to work with the content you are presenting to them during the kickoff event. Adult learners will only retain about 5 to 30% of what they see during kickoff presentations. Allowing them to practice the skills themselves increases that retention rate to 75%! Practice can come in the form of interactive workshops or access to a practice and roleplay platform during and after the event.

The Solution: Practical Adult Learning Techniques to Improve Your Kickoff Content

Kickoff Content-Kirkpatrick-Traditional-2Traditional corporate training and development programs focus on the quantitative aspects of a new program. These programs rely heavily on “butts in seats”, show and tell, and quiz or test scores to disseminate information to the sales organization and measure their understanding. This traditional approach is a great knowledge transfer mechanism, but it doesn’t cover the full hierarchy that adults need to learn and internalize new information to change behavior.

While classroom participation is a great first step for large sales transformations that require salespeople to gain information on a new product, message, or process, for example, it should not be what your entire initiative relies on. Your kickoff is meant to develop the skills of your sales team and change their selling behaviors throughout the year (and beyond) to improve performance.

Think about your launch initiative in terms of sales team development through the lens of the Kirkpatrick Model, a popular method of evaluating training effectiveness and provides a clear blueprint to creating training programs.

The Need: Kickoff Content That Sparks Behavior Change

Kickoff Content-Kirkpatrick-Behavior-ResultsIf you don’t want your kickoff content to be forgotten after the confetti settles and the hangovers wear off, it needs to be just a part of a larger behavior-based transformation initiative. All that work to plan and kickoff your initiative will mean basically nothing if your sellers do not transfer the message to the market.

To accomplish this, you need to cross the chasm to the realm of behavior change. The Kirkpatrick Model defines behavior as “The degree to which participants apply what they learned during training when they are back on the job.” Change a seller’s behavior and you will change their results.

Assessing and influencing behavior change in sales organizations is traditionally difficult to do. You need an observational solution, a set of assessment criteria and processes, and you need to be able to use that information to relay feedback to sellers to reinforce kickoff content. How do sales organizations successfully manage this level of sales transformation?

The Secret: Engaging Your Sales Managers In Reinforcing Kickoff Content

If you find it difficult to reinforce and evaluate the behavior changes of your sales team and the results of your kickoff initiative, believe me you are not alone! We’ve worked with dozens of sales organizations who know they need to gain visibility into how their sales team is behaving in the field, but don’t have the mechanism to do so or a solid process in place to assess those behaviors.

The secret to success is to engage your sales managers and leaders in reinforcing kickoff content throughout the year. Most progressive (and successful) sales organizations carve out dedicated time for sales leaders and managers during or before sales kickoff and regional summits for targeted sales manager training and development. During that time, they get managers and leaders to engage with the kickoff content that will be presented to the organization and deploy assessment and coaching assets that will empower frontline managers to become force multipliers for the initiative.

If you would like to learn more about how you can facilitate such a sales manager workshop around or within your upcoming sales kickoff event, contact us. We will be happy to share a proven sales manager workshop agenda that will empower you to spend the best 90 minutes of the year with your sales management team.

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