What behavioral changes need to be encouraged within the sales team to improve their product knowledge and sales techniques?

Sellers are coin operated by nature. They have to deliver $$$ to the business to be successful. I'm hesitant to say you want to change their behavior. I think a better way to say this is you need to align product knowledge and sales technique to their objective: hitting quota.

How do you do that?

• Showcase account teams that are seeing success with deep product knowledge or a specific sales technique. I like videos most for these to really communicate the process and impact.

• Make it easier to use your materials. Shorter, more compelling content. Always ask how an asset could be shorter.

• Bring in outside experts from the sales community who can do coaching from a sellers perspective. Sellers sometimes struggle with taking selling advice from people that haven't sold before.