In the fast-paced world of sales, where every deal counts and every opportunity is a potential game-changer, mastering the art of effective sales training is non-negotiable. A successful sales training can have a huge impact in revenue. One methodology that has gained substantial traction in recent years is MEDDIC or its more advanced version MEDDPICC. Implementing MEDDIC or MEDDPICC effectively can significantly boost a sales team’s productivity and success rates. However, one of the keys to realizing these benefits lies in the hands of leadership.
The Pivotal Role of Leadership
In the realm of MEDDIC sales training, leadership isn’t merely a figurehead or a distant observer. It’s the linchpin upon which the success of the entire program hinges. When we talk about leadership, we’re not referring to the Head of Sales Enablement or the VP of Operations. We’re talking about the Chief Revenue Officer (CRO) or the VP of Global Sales, the individuals who hold the reins of the sales department. In the context of North America, it’s the VP of Sales North America who shoulders this responsibility.
Over the years, I’ve had the privilege of observing various sales leaders and their involvement in sales training sessions. Broadly speaking, they can be categorized into three types: those who are hands-on, those who are hands-in, and those who are hands-off.
In general management, there’s no universal rule that dictates whether a hands-off or hands-on approach is superior—it depends on the context. However, when it comes to sales training, adopting a hands-off stance is a recipe for failure. Sales training is not a task that can be delegated; it’s a mission that demands the direct involvement of the sales leader.
Hands-On Leadership: A Non-Negotiable
Delegating the number one responsibility of a sales leader to someone else is simply not an option. When it comes to selecting the trainer and participating in workshop sessions, the sales leader must be hands-on. Imagine letting your head of sales enablement or head of HR hire someone on your behalf without your own interview. That thought is unsettling, isn’t it? Selecting a trainer is even more critical because they will influence the efficiency of your entire sales team.
Participation in the workshop, whether in-person or virtual, is equally vital. It’s about leading by example, speaking the same language as your team, setting expectations, emphasizing the importance of self-development, and coaching within the framework of what they’re learning. It’s about reviewing sales opportunities within the MEDDIC framework and so much more. In my view, being hands-on is the bare minimum.
However, for true sales leaders who want to take it to the next level, being hands-in is the ultimate goal. This level of involvement means actively participating in live sessions, almost co-facilitating workshops. It means interjecting with real-world examples and customer situations that support the trainer’s points. I once had the privilege of experiencing this firsthand when a CEO unexpectedly joined one of my workshops. Within minutes, he seamlessly integrated himself into the session, co-facilitating with me. We had never met before, we had not planned this in any way, but we were speaking the exact same language: The MEDDIC language. The impact of such a session on the teams is everlasting.
This was a 600-person cybersecurity company with approximately 150 salespeople. A newly appointed CRO was still finding his footing in the role, but the CEO stepped in during one of the workshops and became hands-in for almost an hour. This level of involvement is not the norm, nor is it expected from every sales leader, but it exemplifies the level of dedication which sets the ground for a very successful sales training .
In essence, one of the key determinants of successful MEDDIC sales training is having a hands-on CRO involved in every aspect of the training, before, during and after the sessions. This level of commitment sets the tone for the entire organization and reinforces the importance of the training.
The Everlasting Impact of Leadership Involvement
When leadership takes a proactive role in MEDDIC sales training, the effects are profound. It goes beyond mere participation; it’s about leadership leading, guiding, and shaping the development of the sales team. It’s about instilling a shared language and mindset that permeates the organization.
Imagine the ripple effect when a CRO or VP of Sales actively participates in the selection of the trainer. The message it sends is clear: sales training is not just another checkbox; it’s a strategic initiative that deserves the highest level of attention and commitment.
Furthermore, their involvement in workshop sessions creates a powerful synergy. When a sales leader co-facilitates sessions, the team witnesses firsthand the alignment between leadership and the training content. This alignment fosters trust, inspires confidence, and accelerates the learning curve.
Leadership’s Role Beyond Training
Leadership’s involvement doesn’t end when the training sessions conclude. In fact, it extends far beyond that. After the training, the CRO or VP of Sales should actively monitor and assess the application of MEDDIC principles in real sales scenarios. This ongoing engagement ensures that the training isn’t relegated to a one-time event but becomes an integral part of the sales culture.
They should review sales opportunities within the MEDDIC framework, providing guidance, feedback, and coaching to their teams. By doing so, they reinforce the importance of consistently applying MEDDIC principles to drive revenue growth.
The Impact of a successful sales training on the Bottom Line
The impact of leadership involvement in MEDDIC sales training goes beyond the intangible benefits of alignment and shared language. It directly affects the bottom line. Studies have shown that organizations that actively involve their sales leadership in training initiatives experience a significant boost in the productivity of quota-carrying team members. In some cases, this improvement can exceed 30% or more.
When leadership is hands-on and invested in the success of the training program, it creates a culture of continuous improvement and accountability. Sales teams are more likely to embrace MEDDIC principles, resulting in more effective qualification of leads, improved win rates, and ultimately, higher revenue.
In conclusion, the keys to a successful MEDDIC sales training program are firmly in the hands of leadership. The CRO or VP of Sales must take an active role in every aspect of the training, from selecting the trainer to participating in workshops, and continuing to support and coach their teams after the training concludes. This level of involvement not only reinforces the importance of the training but also drives tangible improvements in sales productivity and revenue growth.
So, if you’re a sales leader looking to unlock the full potential of MEDDIC sales training, remember this: your commitment and active involvement are the catalysts for success. Embrace the role of leadership in MEDDIC training, and watch your sales team thrive. Stay tuned for our next in-depth exploration of sales excellence, and be sure to follow us for updates on how to elevate your sales game to new heights.
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