Sales transformation roadmap

Sales transformation roadmap

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  Sales Transformation Roadmap WithChally’s World Class Sales and Talent Audit Methodology
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  2 of salespeople whofail could be successful in other roles in the organization Fewer than 15% of “Superstar” salespeople succeed in management of strong inside salespeople are good at maintaining client relationships, yet fail when asked to drive new business development with outside accounts The Goal of Sales Talent Management The goal of Sales Talent Management for any organization is to identify the right talent early, screen out the mismatches before they are hired, retain the high potential talent you want to keep, and identify and develop talent for future opportunities within the organization. An audit of a sales talent pool provides organizations with easily accessible decision making tools that enable them to select, align, engage, develop, and retain the sales talent necessary to drive strategic objectives. Sales Talent Audits Can Help You: • Identify trends, gaps, and needs at the organizational, team, and individual levels • Compare individuals to multiple sales roles to identify best fit roles and talent optimization • Strategically make decisions on sales promotions and succession planning • Identify strengths and weaknesses of the sales organization down to the competency level • Target specific sales training and development needs across multiple levels of the organization 65% 15% 70% Facts: This document outlines what it takes to make a World Class sales force by understanding the types of salespeople and how to measure their specific sales “DNA” to optimize performance.
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  3 What Makes aGreat Sales Force ? The results of this research are organized into a comprehensive manual, the World Class Sales Excellence Report. The following are key findings of the World Class Sales studies. What Customers Want from Sellers Our initial tri-annual interviews with over 1,000 corporate customers established three major needs customers expected vendors and sellers to address, even though customers were not confident they could get them. • Customers want to narrow their own focus to the few things they do best, and outsource the rest without the added overhead costs of supervising their suppliers; • Customers want sellers to know their business well enough to create products and services they wouldn’t have been able to design or create themselves; • Customers want proof — hard evidence — that their suppliers have added value in excess of price. Chally routinely presents the World Class Sales Benchmarking study. This study consists of businesses across a broad industry spectrum to identify the critical sales practices of exceptional sales forces as measured by the customers they serve. For the 2006 benchmarking research, each salesperson was rated on 15 critical evaluation points. In addition, three consecutive years of purchase volume for each rated salesperson was statistically correlated to identify the factors that drive buying decisions. These studies have been sponsored by major customers including: ACDelco, Johnson & Johnson, The Mead Corporation, Pepsi Cola, Reynolds & Reynolds, Steelcase, UPS, IBM, Marriott, GM Fleet and Commercial, Ohio University and Advantage Performance Group. Critical Salesperson Skills Having conducted extensive research into customer purchasing behavior, we are able to enumer- ate these new buying needs. This list of expectations essentially defines the role of the new sales professional of the 21st century. In the customers’ own words: • Be personally accountable for our desired results • Understand our business • Be on our side • Design the right applications • Be easily accessible • Solve our problems • Be creative in responding to our needs Customers believe sales forces that excel at these seven factors will best fill their three basic business needs. By benchmarking the top 10 of these sales forces, we identified the critical success factors for “World Class” sales, and the standards of sales excellence. Benchmarking pinpoints how world class sales forces manage customer satisfac- tion, understand their customers’ businesses and deliver the other benefits their customers want.
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  4 To be the“outsource of choice” forces a seller to refocus the corporate culture. Creative engineers or other technical experts who invent new products are not enough to sustain a competitive advantage. Too many new products do not match customers’ priorities or are too difficult to understand or use; some- times they are simply not needed. The focus must change from product to benefit or business result. Grandi- ose products and services with more capacity, features, or options are often just seen as overpriced. Additionally, products and services must be simple to use and manage, either in their own right or because the seller manages the complexity as part of the sale. The focus must also change from price and delivery to utility and ease of use, not only of the product but also in doing business with the seller. The outsource of choice will take responsibility for man- aging the relationship or, as sometimes defined, the “partnership” between seller and customer. This will require the role of the salesperson and, conse- quently, the role of the sales managers who train and develop the salespeople, to change. Top sellers are changing from peddlers to relationship managers, from order- takers to consultants. In some cases, order taking, service, technical support, and product expertise are not even directly provided by the salesperson. While the requirements are changing and many of the solutions are new, the approach top sellers use is remarkably con­sistent, either intention­ally by bench- marking others, through partner­ships, or coincidentally by just attacking their own needs. Through a “total quality” styled approach, they are inves­tigating and analyzing their customers’ needs and problems. They are reorganizing their proc­esses, developing new skills, creating new measures and new stan­ dards and, most of all, committing to the need for continuous im­provement. The most basic tenets of total quality management require the biggest invest- ments to be in people and measure- ment. In fact, the hallmark of how the world class selling companies can be recognized is in their approach to their people and their approach to informa- tion and its management. Simply stated, the overriding philosophy of these best sales forces is: “Be the outsource of preference.” The basic priority, therefore, is to add value to the customer’s business. For example, Here are a few methods implemented by current World Class Sales winners: Applied Industrial Technologies maintains a Customer Advisory Council that meets annually to allow existing customers to discuss Applied’s areas of strength and opportunities for improvement. These sessions are conducted by a third-party facilitator Corporate Express starts with the customer. “Our value proposition involves really surrounding our customers with valued-added contacts.” Global Imaging teaches its salespeople how its customers buy its products and services. In doing so, the salespeople are again put into the shoes of the customer and see from the customer’s perspective how their own selling behaviors are perceived. Insight’s Enterprise Sales Force has several selling roles with differing responsibilities at various steps in the sales cycle. New Requirements, New Culture The Basics of World Class Sales
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  5 Measure (identify the businessneeds of customers); Develop the added services to wrap around your products, which will guarantee customers’ business improvement; Measure again for both continuous improve- ment refinements as well as proof for customers that their business was improved. 1 2 3 1. Customer-Driven Culture 2. Recruiting and Selection 3. Training and Development 4. Market Segmentation 5. Sales Processes 6. Information Technology 7. Organizational Integration The priority and type of solution for each of these seven process areas varies according to the specifics of the product and mar­ket. For example, sales force segmentation or special- ization is a priority when different customers or customer groups require specialized added values that are not appropriate for other customer groups. The more dramatically added value needs vary, the more critical sales force specialization becomes. Changes at all the world class sales forces are still in process and will con- tinue to be. Customers did not credit these top sales forces with perfec- tion, just being closer to it than their competitors. But the spirit of kaizen (continuous process improvement) is well-respected in world class sales force management. In essence, no matter how good they get, they recognize they can always be better. While, in summary, people and infor- mation are the major focus, we found seven distinct process areas that could be described as critical benchmarks. All of the top-ranked sales companies have rigorously addressed most of the seven. The process areas they have not focused on were either less critical, due to the nature of their product or service, or, more likely, because they had first focused on the most critical processes, and they just haven’t gotten to the others … yet! More importantly, because of the diver- sity of products, channels of distribu- tion, and needs of customers across the best-in-class sales companies, an organized review of why and how they approached each area establishes a valuable decision analysis guideline beyond the solutions established by any one sales force. More importantly, and a greater source of error in sales management, is the choice of options to approach the need. For example, a seller who identifies a need to segment markets still must decide how to segment: by customer in- dustry, by customer size, by geography, or perhaps by product or service offered. The difficult challenges include: Can we afford more than one salesperson in the same geographic territory? Will custom- ers accept multiple contact from the same vendor, each representing a different product or service? Can a salesperson af- ford to specialize and still cover all the ac- counts assigned? In how many different areas can a salesperson become expert? By analyzing the very different options that the best sales companies selected, and the rationale and effectiveness of the solution, we can establish a more comprehensive set of criteria that es- sentially documents the “technology” of market segmentation and sales force spe- cialization. The same is true for each of the other seven benchmark areas. Now, rather than intuit or deduce a solution based on previous and perhaps inap- propriate experience, informed sales and corporate executives can apply estab- lished guidelines that help analyze and prioritize the options evaluated. The best sales practice companies in aggregate provide a manual of best practice options and appropriate application criteria. The seven sales benchmark process areas are Adding value requires at least three critical elements: For additional details go to: www.chally.com/research/white-papers.html to download “How To Select A Sales Force That Sells” White Paper for more details.
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  6 The most successfulsales managers recognize that all good salespeople must have certain vital skills and motivations. The degree and type required, however, will vary according to what customers need in order to use the product or service. The best strategy is achieved by matching salesperson skills, focus, and motivation to best serve these needs. Market and customer analysis by Chally has identified four distinctly different types of customers. They, in turn, respond most positively to four different types of salespeople. Understanding Market (Purchaser) Types Truly new products are typically purchased either by technical experts (who must buy new technology to remain expert) or (more frequently) by visionary “gateswingers” who have never used that product–for example, the state-of-the-art dermatolo- gist who buys a new style laser for removing skin blemishes but hires an expert to operate the equipment. Even so, most brand-new products must seem exciting yet be simple enough to understand the benefit. The gateswinger, then, doesn’t want 20 different features from which to choose. The new “system” buyer is an inexperienced but real user. This could include a financial services buyer who must select asset managers. It could also be a computer system user. Once this person becomes knowledgeable on usage, he or she becomes an experienced and more controlling user of the established system. Commodities buyers have become so totally experienced with a product or service that the purchase and usage are completely standardized and often delegated as a routine function ... when was the last time you asked how to use an electric pencil sharpener? How to Match the Right Type of Salesperson to Your Customers* Understanding the Basics of Customer Needs Customer need is largely driven by two factors: • Complexity of using a product/service • Experience or expertise in its use or application In Chally research, we have found that intuitive gateswingers need an emotional appeal stimulated by “closing” salespeople in order to buy. Inexperienced but real users have both substantial technical and application support needs and purchase and delivery needs that must be met by a “consultative” sales approach in order to use their system. Experienced and demanding users no longer have high techni- cal and application support needs. However, they continue to have pressing purchase and delivery needs that include a major personal component with a “relationship” salesperson to help in the ordering process. Typically, only two needs predict commodity buying behavior from “display” salespeople: price and convenience. The Product Market Lifecycle Market (Purchaser) Types INEXPERIENCED AND REAL USERS (IN SELECT USAGE) EXPERIENCED AND REAL USERS (IN BROAD USAGE) EXPERTS OR INTUITIVE “GATESWINGERS” EXPERIENCED USERS WITH STANDARDIZED PRODUCT/SERVICE ESTABLISHED SYSTEM BUYERS NEW SYSTEM BUYERS COMMODITY BUYERSNEW PRODUCT BUYERS Customer Needs HI TOUCH SALE CUSTOMER COMPLEXITY IN USING (BUYING) YOUR PRODUCT OR SERVICE LO TOUCH SALE CUSTOMER COMPLEXITY IN USING (BUYING) YOUR PRODUCT OR SERVICE HI TECH SALE LO TECH SALE CUSTOMER EXPERTISE & EXPERIENCE WITH YOUR PRODUCT OR SERVICE NEED TECHNICAL & APPLICATION AND PURCHASE & DELIVERY SUPPORT FROM A CONSULTATIVE SALES APPROACH NEED PURCHASE & DELIVERY SUPPORT FROM A RELATIONSHIP SALES APPROACH NEED AN EMOTIONAL APPEAL FROM A CLOSING SALES APPROACH NEED PRICE & CONVENIENCE FROM A DISPLAY (COMMODITY) SALES APPROACH * Based on book by: Howard P. Stevens and Jeff Cox, The Quadrant Solution, American Management Association, 1991
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  7 Determining Customer Needs Actuallyidentifying and analyzing customer needs, those that influence buying behavior and those that predict buying behavior, is an emerging research science being pioneered by Chally. It is a sophisticated process involving scoreable executive interviews that lead to quantifying qualitative, open-ended data. How- ever, we have established key questions that can assist you in determining your customers’ basic needs. 1. Your customers see less (or little) technical or qualitative difference between your product/service and competitors, and therefore select on “service” price? 2. Your customers are more bothered by late delivery or poor follow-up than engineering” issues or new product development? 3. Your customers expect regular contact, not just when you want to take their order? 4. Your products/services would be difficult to buy from a catalog without someone to talk to? 5. Customers tend to stay loyal to vendors they know and trust? 6. Customers often develop personal relationships with salespeople (possibly even following them if they switch to work with another vendor)? 7. It takes customers a fairly long time to really trust and depend on a new vendor? 8. Usually your customers will not just call in an order without at least occasional face-to-face contact? If you answered “Yes” to five or more questions, your typical customer is in one of the top two quadrants. If four or less, your typical customer is in one of the two bottom quadrants. 1. Customers are biased toward buying from a prestigious name partly because they lack the internal expertise to evaluate or critique our product or service 2. Customers recognize that the quality of technical assistance and follow-up is more important than price? 3. Your product or service is not so built into your customers’ way of doing business that it is essential to them? 4. You are perceived as one of only one or two sources where customers could obtain product/service? 5. Your product or service must be custom ordered? 6. Reliability and credibility (often an image) are more important than price? 7. Follow-up orders will also require technical help to plan or design the order? 8. Price is not a major issue as long as the “benefit” seems worthwhile? If you answered “Yes” to five or more questions, your typical customer is in one of the two left quadrants. If four or less, your typical customer is in one of the two right quadrants. Questions Indicating Technical and Applications Needs: CONSULTATIVE SALES RELATIONSHIP SALES CLOSING SALES DISPLAY SALES Matching The Right Salesperson Matching the right salesperson to customer needs, requires an understanding of the four types of salespeople: Questions Indicating Purchase and Delivery Needs:
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  8 Sales to Resellersor through Distributors Strategic Account System Specialist Product/ Service Specialist Product/ Transactional Specialist Outbound Inbound Customer Service Consultative (more Hunter) Product/System Relationship (more Farmer) Product/System Outside: Field Sales Indirect Sales Direct Sales Full Line New Business Development (Hunter) Major Account Management (Farmer) Full Specialized Products/Services Territory Inside: Telesales/Mktg. Customer Service Hunter Farmer Other Major Account Companies emphasizing growth and specific business initiatives often find it appropriate to segment sales activities beyond recog- nizing the four broad seg­ments of customers. Extensive Chally research of more specialized sales forces has identified 14 specific sets of sales and service skills that are required to succeed in specialized sales roles. The sales specialist “map” below demonstrates a decision tree that allows a sales executive to identify the one unique profile best suited to accomplish a specialized sales initiative. A series of no more than five questions will lead to the best match. How to Specialize Your Sales Force to Meet Company Objectives Is this position field (outside) sales or inside (tele) sales? Is the position proactive (outbound tele or direct sales contact) or reactive (inbound tele or indirect field sales through a distributor) or primarily customer service? Is the position primarily responsible for a full line or a specialized product or service? Is the sales effort account based (strategic or major accounts) or geographically based (territory sales)? Is the salesperson’s responsibility primarily to acquire new accounts (hunter) or maintain and grow existing accounts (farmer)? Questions Q Q Q Q Q
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  9 Territory Relationship Product Sales Callsfor a disciplined and systematic approach to goal achievement and a focused response to customer needs in a service capacity, as well as effective communication skills and the ability to work a sales plan in account penetration; removes objections and gives permission to buy Territory Consultative System Sales Demands the skill to develop business through effective lead generation, qualification of profitable prospects, and tailored presentations; willing to work long hours to meet objectives, sets ambitious goals and achieves them through effective selling, and understands sales strate- gies and tactics Territory Relationship System Sales Adapts image to accommodate customers, gives personal attention, and takes hands-on respon- sibility for assuring continued customer satis- faction; knowledgeable of sales strategies and pushes to set personal records in sales; comfort- able with the recognition of a high-profile role System Specialist Focuses on assum­ing the leadership to learn cus- tomer needs and goals, stays continuously aware of the market and spends the long hours it takes to influence and train others Indirect Sales (via distributors or resellers) Acquires skills at training cus­tomers (on sales and programs), making joint sales calls, sales motivation- al and presenta­tion techniques, product knowledge, and the ability to maintain repeat sales Strategic Account Manager Strategic relationships are built with major custom- ers through initiative, a willingness to work long hours, proactive assistance and support, a willing- ness to further develop technical competence, and an emphasis on sharing information that is perti- nent and will have lasting educational impact New Business Development (Hunter) Demands individuals who can develop leads, find opportunities, pene­trate prospects and customers, and be willing to put in long hours as well as prob- lem solve and close Account Management (Farmer) Requires excellent customer rela­tions skills focused on working internal systems on the customer’s be- half, and effec­tiveness at explaining and clarifying issues to the customer; this is driven by the desire to increase business and the ability to work long hours when necessary to accomplish that Territory Consultative Product Sales Focuses on establishing a credible image, develop- ing new business through effective qualifying and presentation skills driven by the motivation to be an effective consultant Roles and Requirements of Specialized Sales Positions See additional on next page
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  10 Product / ServiceSpecialist Customers look for individuals who provide reliable information, learn their business, know the market, and communicate effec­tively while remaining dedicated to their own sales results Product / Transactional Specialist Demands initiative and perseverance to develop leads, qualify, and close on an ongo­ing basis Outbound Telesales Takes the initiative to present benefits and answer objections in order to grow the business; willing to learn the products and services; can persevere for as long as necessary to succeed Inbound Telesales Requires an image conscious vocal demeanor in a service oriented individual who is inter- ested in learn­ing the customer’s needs, solving problems, and making the appropriate (and profitable) recom­mendations Customer Service Representative Calls for a focused commitment to take per- sonal responsibility for satisfying all customers, regardless of their attitude or style; solutions must be intelligently thought out, often quickly, and presented with a positive attitude Telemktg. (Customer Service) Direct Sales Indirect Sales Territory Accts. New Business Dev. (Hunter) Acct. Management (Farmer) Strategic Accts. & Major Accts. Concept Sales System Sales Product & Service Product Only Telesales CLOSING CONSULTATIVE RELATIONSHIP DISPLAY How Specialized Sales Positions Fit the Four Markets Pro/Re active Product Offering Customer Size Growth Rate
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  11 A Strategic Methodfor More Accurate Sales Talent Management Decisions Research-Based Assessment to Pinpoint Specific Strengths and Weaknesses Most organizations have identified Sales Talent Management as a strategic prior- ity. However, the methods they use to evaluate employees are typically flawed. Making effective decisions about Sales Talent Management is nearly impos- sible when relying on methods that are subjective, inconsistent, not tailored to specific job skills, or because the results are not meaningful enough to support objective and accurate decision making. However, an assessment that cre- ates truly predictive data is a priceless decision-making tool. That difference is exactly what makes Chally’s assess- ment and Talent Audit a key differentia- tor for every organization. This unique, web-based assessment system for talent selection, alignment, and development is truly the “next generation” of applying total quality management (TQM) to tal- ent management. Assessment results are used for employ- ee skill gap identification, team building, career development, succession plan- ning, talent deployment, training priori- ties, and many other critical applications that can have a direct and immediate impact on improving employee, team, and organizational effectiveness. Chally’s ability to create predictive, rather than simply descriptive, results has been honed for more than thirty years. Chally’s single online assessment is unique. It captures 866 data points that each represent a potential marker associ- ated with habits, traits, competencies, skills, aptitudes, and attitudes that influ- ence an individual’s success on the job. The assessment can evaluate an indi- vidual on 156 unique work performance skills that have been validated in more than 200 studies of actual on-the-job performance. All of Chally’s capabilities have been researched on a database of over 250,000 salespeople, professionals, and managers. Aggregated View of Skills to Determine Job Alignment and Training Needs Just as DNA is specific to a given indi- vidual, a Talent Audit can pinpoint the “job skill DNA” of a given employee. It provides access to skill comparisons and overall success potentials with a predic- tive accuracy similar to the way a DNA strand identifies genetic makeup of each individual. In this manner, organizations are able to inventory a complete list of strengths and weaknesses for all key employees across every important position, with every team, or across the whole organi- zation. It is instructive to differentiate between this approach and the typical employee assessment that may generate impres- sive numbers but not meaningful data. The Talent Audit is very different from “old school” employee assessments because it is: • Designed to reveal predictive results used for effective decision making—rather than to create merely comprehensive or descriptive data (which often have limited value) • Standardized, with the same exact measures across all positions—rather than using different measures for some jobs, which create skewed results • Completely objective—rather than colored by personal or political agenda • Flexible, enabling key data to be compared and cross-referenced in endless varieties—rather than limiting access to a single individual, job function, or group at a time • Easy to interpret—free of complex mechanisms that waste valuable time without adding clarity or analytical value Even implementation aspects are very different from typical employee assess- ments. The online Talent Audit assess- ment is easy to administer, requiring about an hour of an employee’s time. It is also currently available in over 20 languages to meet the needs of global organizations.
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  12 Average The average scorefor the group per a given position. Count Displays the total number of partici- pants. Strength/Caution/Weakness The number of individuals who represent possible matches per each position are indicated in the Strength and Caution rows. Those who are mismatches are indicated in the Weakness row. It is important to note this is just one data point to be used when planning career development. Although an individual may score high, the scores measure the potential for success in a given position. Training, coaching, or mentoring would be beneficial to increase the probability of success. Scoring Individuals are scored against Spe- cific Roles, as well as competencies, for any given role. Validated Profiles Across the top of the table in vari- ous colors you see the titles of the 4 custom validated profiles. Competencies By simply clicking on the position column, Dbl Click to Open, the file expands to display the group of competencies for that specific position. The view on this page is expanded to show competencies for the Business Unit Manager role. Colors A different color code, lighter shades of green, yellow, and red, is used to reflect the scores for the individual competencies. The darker shades re- flect the overall score per individual. There are many other fields that can be used to segment the Talent Audit. These views include Position, Busi- ness Unit, Manager, or Country. With the Talent Audit, clients can: • Identify trends, gaps and needs at the organizational, team, and individual levels • Compare individuals to multiple roles to identify best fit roles and talent optimization • Strategically make decisions on promotions and succession planning • Identify strengths and weaknesses of the organization down to the competency level • Target specific training and development needs across multiple levels of the organization Overview The Talent Audit displays the scores of all participants across the positions by Client XYZ. Scores are color-coded to provide a visual depiction of an indi- vidual’s potential success in a position. Green indicates strong potential for success. Yellow indicates a good potential. Red indicates a probable mismatch with the position requirements. The Talent Audit
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  13 The Talent Auditis an excellent instrument to see, at a glance, potential candidates for role alignment. A critical component when making decisions to align individuals from one role to another is the information collected on the Talent Audit. However, this is only one source. Performance in current role, evidence of the ability to perform in different or positions with higher-level respon- sibilities, and minimum organization requirements should all factor in the decision making. Dbl Click To Close Dbl Click Dbl Click Dbl Click VALIDITYC63 MAXIMIZESRESULTSBYPARTNERING ASACUSTOMERADVOCATE DRIVENTOPRODUCEBYINCREASING SALESTOEXISTINGCUSTOMERS WORKSTHESYSTEMFORTHE CUSTOMER EDUCATESCUSTOMERTHROUGH STRUCTUREDTRAINING PROMOTESCUSTOMERRELATIONSBY SOLICITINGFEEDBACK AccountManager“Farmer” NewBusinessDevelopment “Hunter” TerritoryConsultativeSystem Sales“ConsultativeHunter” OVERALLSUCCESSPROBABILITY REGIONALSALESDIRECTOR OVERALLSUCCESSPROBABILITY Copy Visible Rows to New Workbook Copy Visible Rows to New Workbook Your Company Name Last Name First Name Title Manager BLACK JERRY Sales Representative Breaux 57 49 66 37 71 56 51 65 63 49 PETERS LISA Sales Representative Breaux 57 84 84 62 39 65 49 53 78 49 BACON REBECCA Sales Representative Marlow-Hensel 84 81 84 82 39 74 41 51 52 86 KLINGER KENNY Sales Representative Marlow-Hensel 42 36 66 74 79 59 59 54 59 4 LAWSON JOHN Sales Representative Breaux 66 81 84 87 47 73 55 51 67 49 DAVIS SCOTT Sales Representative Breaux 64 10 96 46 13 46 67 40 34 30 DICKERSON STEVE Sales Representative Hall 57 84 66 82 57 69 61 61 51 49 GOMEZ JILL Sales Representative Hall 84 38 48 70 30 54 53 59 62 49 KENT CLARK Sales Representative Hall 57 49 84 70 47 61 58 60 57 49 MILLER LINDA Sales Representative Hall 53 70 84 54 64 65 52 68 75 14 KENNEDY DAVE Sales Representative Marlow-Hensel 18 49 84 62 39 50 63 36 49 86 MARTIN LYNNE Sales Representative Hall 66 38 66 30 30 46 58 44 46 96 PUCKETT BILL Sales Representative Marlow-Hensel 46 43 84 28 27 46 68 41 47 30 BURNS BILL Sales Representative Breaux 57 8 84 62 98 62 69 50 32 96 AGNEW FRANK Sales Representative Breaux 27 78 66 59 75 61 51 47 77 30 ROBERTS MARK Sales Representative Breaux 82 75 84 21 16 56 57 38 43 30 ELLIS TOM Sales Representative Hall 72 86 26 86 75 69 53 86 76 30 SMITH JACQUELINE Sales Representative Hall 48 81 96 70 23 64 57 47 46 86 MONROE FRED Sales Representative Breaux 82 43 96 73 61 71 47 72 71 30 PARKER ARTHUR Sales Representative Hall 57 49 66 5 47 45 64 27 35 96 TAYLOR LISA Sales Representative Marlow-Hensel 66 38 84 42 76 61 69 56 54 70 ROLAND JERRY Sales Representative Marlow-Hensel 70 38 99 56 64 65 46 41 38 14 Average 60 55 77 57 51 60 57 52 55 51 Count 22 22 22 22 22 22 22 22 22 22 Strength 12 8 6 7 Caution 6 10 7 6 Weakness 4 4 9 9 Talent Audit TALENT AUDIT example COMPARISON BY COMPETENCY COMPARISON BY PROFILE/ROLE
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  14 Talent Alignment andDevelopment Applications Sales Leader Decision Making • Identify incumbent salespeople most adept at developing new business (“hunters”) versus those best suited to managing existing customer relationships (“farmers”) or handling Strategic Accounts, or developing into a sales subject matter expert or any of 10 other key sales roles that World Class Sales Benchmarking Research has identified • Determine which salespeople have the predictive skill strengths required to succeed in a sales management role • Identify salesperson skill gaps that can be remedied with training, coaching, or other strategies • Discover which salespeople have the skills to transition to new roles (solutions sales versus transaction sales) • Identify where sales talent might most effectively be deployed to support key account goals • Determine which salespeople can play a new role to meet the demands of an evolving customer • Ascertain the most critical training and development needs by employee, team, and position While the Talent Audit is frequently used in management development and suc- cession planning, it is especially suited for sales organizations, because the abil- ity to predict - and therefore apply and augment salesperson job performance is essential to improving sales force ef- fectiveness. The underlying empirical database derives from Chally’s World Class Sales Excellence Research which includes best practices of the sales forces identified as being world class. The research is based on ratings from 70,000 customer inter- views, rating 210,000 salespeople across 7,300 sales organizations. Human Resource Decision Making • Access and evaluate all incumbents in any group, to understand what areas are most appropriate for training across the entire group or the entire organization • Create a corporate-wide profile of strengths and weaknesses to prioritize effective development initiatives, succession planning, and high- potential identification Executive Decision Making • Apply accurate, predictive, “job skill DNA” insights to the consideration of strategic initiatives that have top- and bottom-line impact, such as increasing market share, penetrating new markets, increasing productivity, launching new products, reorganizations, and mergers • Strategically align human capital strengths to achieve organizational needs and objectives • Increase the ability to make more objective decisions, with the confidence of knowing those decisions are based on predictive criteria An Ongoing Decision-Making Tool The Talent Audit assessment system and tools are most effective for strategic de- cision making when used on a continu- ing basis. Because data is predictive, its value for both employee development and career selection is unparalleled. After completing a Talent Audit, each organization has on-demand access to its own employee assessment database. Once the database contents—the “job skill DNA”—is on file for all individuals, no further assessments of employees or candidates are necessary. From a single assessment, a career’s worth of informa- tion! And by continuing to assess new employees, the database remains current and can be regularly updated by Chally.
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  15 No Other MeasurePredicts as Well as Chally Statistical analysis of the Chally assessment confirms that it provides predictive results invaluable for effective decision making. Chally’s predictive accuracy has been supported by comparison with the most comprehensive reports by independent research- ers. A leading university confirmed that the Chally tools were substantially more effective and less discriminatory than all other selection techniques. Chally measures exceed the correlations for all of the other commonly used tests. Chally’s EEOC compliant predictive assessment methods improve selection accuracy by 25% to 30% over conventional methods. The Chally Assessment is so stable over time that a study of 1,000 individuals who retook the Chally up to five years later resulted in scores that changed by only plus or minus 3 points on average. This shows why the assessment needs to be taken only once. No measure predicts as well, has less adverse impact, or is as practical as the Chally Assessment. More than 2,500 organizations, from small to large to global, have made the Chally assessment system a part of the way they make strategic talent management decisions to achieve up to 30% improvements in employee productivity and up to 40% reduc- tion in undesirable turnover of productive employees. Results so stable that up to 5 years later, scores only changed +/- 3 points on average The Talent Audit … A Proven Solution “What I learned by using the Chally Talent Audit was that we could see the strength of the workforce (in a color- coded way) that enabled us to review the alignment of business strategy with selection and with development. It is the first time I have been able to accomplish this with the use of just one tool.” Elizabeth M. Smith, Owner and Managing Director Heron Consulting Group, LLC “When I found out about the Talent Audit, I realized that this solution was unequalled in the industry. I like all the features of the Talent Audit, especially being able to view the group all together and the ease of sorting the data any way you want - individual groups, locations, positions.” Marcia Venus, Ph.D., Owner Venus Leadership “We performed the Talent Audit because we had a team who was new to the re- gion and we had no idea what their skill sets were. There are a lot of assessment companies out there but all of them failed to provide an aggregate report like Chally does. Chally’s individual reports were also amazing. We appreciated the coaching tips which allowed the super- visors to work with the individuals on specific development opportunities.” Jeff Patton, Group Manager Sales Performance and Leadership Development Verizon CSO Insights research confirmed that companies using Chally’s assessment solutions can achieve over 10% higher win rate over other pre-employment selection testing methods.
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  0128-13 Please Recycle About Chally ChallyGroup Worldwide was founded in 1973 through a grant from the U.S. Justice Department to develop a selection assessment to measure the skills and motivation of law enforcement candidates and predict who would be most successful. Our measurements had to be accurate, statistically valid predictors, and legally defensible. Chally’s success led us to our next goal (also in 1973) to adapt our assessment process to the study of salespeople, managers, and other positions in business. Since that time, we have evaluated over 250,000 individuals. Our current Performance Database also includes over 400 sales force validation studies and over 70,000 extensive interviews of our corporate clients’ customers. Today, Chally is an internationally-recognized technology leader in assessing and predicting future performance for sales, service, and management positions, evaluating developmental needs, sales force benchmarking, and customer and market audits. © Copyright Chally Group Worldwide Chally Group Worldwide 3123 Research Blvd Dayton, OH 45420 937.259.1200 800.254.5995 www.chally.com