How Impact Sprints Can Change Sales Training

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The Impact Sprint Methodology: Revolutionizing Sales Coaching

Effective coaching and training methodologies are paramount to driving performance and achieving success for all sales teams. Dan Smith from Winning by Design has pioneered an innovative approach known as Impact Sprints, which has shown remarkable results in improving sales teams' effectiveness. This article delves into the experiment Dan Smith conducted, the results obtained, and the factors that influenced the success of different teams. Additionally, it provides a comprehensive overview of the Impact Sprint methodology and the coaching maturity model.

The Experiment: Setup and Execution

Dan's experiment aimed to evaluate the effectiveness of structured coaching and training in enhancing sales performance. The experiment involved two distinct cohorts: a mid-market team (MM) and an SMB (Small Business) team.
The primary focus was on two key metrics:

1. Impact Questions: Whether sales representatives asked questions that uncovered the impact of their product or service on the customer.

2. Critical Events: Whether sales representatives identified the critical events that could influence the customer's decision-making process.

The experiment was divided into two main phases:

1. Training Phase: Both cohorts received initial training on how to ask impact questions and identify critical events.

2. Coaching Phase: Following the training, the cohorts underwent three sessions of high-impact coaching, which involved call review-based coaching.

Results of the Experiment

The experiment results were telling and highlighted the effectiveness of the Impact Sprint methodology.

1. Initial Performance: 

   1. The mid-market team started with a 55% success rate in asking impact questions.

   2. The SMB team had a 20% success rate in asking impact questions.

2. Post-Training Performance:

   1. After the training and coaching sessions, the SMB team's success rate in asking impact questions increased dramatically from 20% to 90%.

   2. The mid-market team's success rate showed a modest improvement from 55% to 61%.

3. Critical Event Identification:

   1. Both teams showed improvement in identifying critical events, but the success rates were generally lower than for impact questions due to the higher difficulty level.

Factors Influencing Success

The experiment revealed several factors that influenced the success of the teams:

Structured Coaching:

The structured approach of the Impact Sprints, which included specific training followed by targeted coaching sessions by frontline managers, was more effective than ad-hoc or unstructured coaching methods.

Frontline Manager Involvement:

The involvement of frontline managers in the coaching process was crucial. Managers who actively participated in the coaching sessions and provided consistent feedback saw better team results (even when compared to those who were coached by WbD coaches)

Team Dynamics and Leadership:

The mid-market team faced challenges due to executive turnover and a lack of alignment on the coaching methodology. One frontline manager voiced their disbelief in coaching this skill.

The frontline manager's skepticism about the training's relevance led to a lack of buy-in from the team, which hindered their progress.

*The Coaching Maturity Model

The coaching maturity model outlines an organization's different levels of coaching sophistication. Understanding these levels is essential for implementing effective coaching strategies.

Level 0: No Structured Coaching:

At this level, there is no formal coaching in place. Sales representatives operate in a "black box" environment, where there is little to no sharing of best practices or collaborative learning. Dan also recognized that in some geographies, and industries call recording was not possible.

Level 1: Basic Tools and Ad-Hoc Coaching:

Organizations at this level have started implementing essential tools like call intelligence software and shadowing (ride alongs). However, coaching is still sporadic and often reactive, occurring only in response to specific needs or performance issues.

Level 2: Implemented Tools with Ad-Hoc Usage:

Tools are implemented and used more regularly at this level, but coaching remains ad hoc. Sales representatives may seek feedback occasionally, but a structured program needs to be in place.

Level 3: Structured Coaching Program:

Level 3 is the ideal level where organizations have a structured coaching program. The coaching is consistent, systematic, and integrated into the sales process. Impact Sprints helps organizations move from Level 2 to Level 3.

Defining Impact Sprints

Impact Sprints is a structured coaching methodology designed to improve specific sales skills through focused training and high-impact coaching sessions.

The core components of Impact Sprints include:

Identification of Core Issues:

The first phase involves identifying the core issue or skill that needs improvement, such as discovery, demo, objection handling, QBRs (Quarterly Business Reviews), or renewal conversations. The key is to identify one skill, or micro-skill you are improving.

Focused Training:

Instead of lengthy, comprehensive training sessions, Impact Sprints involve short, focused training sessions. Typically, these one to two-hour training sessions target the specific skill identified in the first phase.

High-Impact Coaching:

Following the training, there are three coaching sessions. These call review-based sessions involve reviewing actual sales calls to provide specific, actionable feedback.

The coaching sessions are designed to be repetitive and focused on the same skill to ensure thorough understanding and improvement.

Structured and Consistent Approach:

The methodology emphasizes consistency and structure, particularly for the middle 40% of performers who need more guidance to become successful.

Space the coaching sessions out (5-7 business days) to allow practice and absorption of the skills taught.

Simplified Scoring System:

Dan Smith recommends a simplified two-tier scoring system (approaching and meeting expectations) to make evaluations more straightforward and actionable.

Dan Smith's experiment with the Impact Sprint methodology has demonstrated the significant impact that structured, focused coaching by frontline managers can have on sales performance. The dramatic improvement in the SMB team's success rate in asking impact questions—from 20% to 90%—highlights the effectiveness of this approach. The experiment also underscored the importance of frontline manager involvement and the need for alignment and buy-in from leadership to achieve the best results.

The coaching maturity model provides a framework for organizations to assess their current coaching practices and identify areas for improvement. By moving from ad-hoc coaching to a structured program, organizations can ensure that their sales teams receive the consistent, high-quality coaching they need to succeed.

Impact Sprints offers a practical, effective solution for improving sales skills and driving performance. By focusing on specific skills, providing short and intensive training, and following up with high-impact coaching sessions, this methodology helps sales representatives improve their abilities and achieve better results. As organizations continue to navigate the complexities of the sales landscape, adopting structured coaching methodologies like Impact Sprints will be crucial for driving success and achieving long-term growth.

Dan also emphasized meeting the team where they were in the process and leveling up gradually to ensure success. In that spirit, if the team is not doing any coaching, your first success metric is to get them to develop that coaching habit. 

*Note: Dan categorizes 5 levels of the coaching maturity model. For clarity, I have condensed them into 3. 

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