How do you build a frame work for building manageable metrics associated with Soft Skills?

Ah.. a great question and something that I have yet to see perfected, but continues to get easier as many enablement and development professionals know and argue that companies cannot afford NOT to invest in the soft skills development of their employees. Historically I have seen that budgets typically allocated towards soft skills learning initiatives are all too often the first to be cut because of the difficulty of proving an ROI of sales soft skills versus hard/technical skills.

Below are a couple of approaches I have seen, taken and partnered with internal teams around indicators of success within soft skill initiatives:

Platform Engagement Rates:

One area of my business I look to when measuring the impact of 'soft skill' enablement is our internal LMS & CMS platforms that tracks learners’ usage, knowledge retention and engagement rates. If a platform or specific collection of content is being used and consumed on a regular basis, it is a sign that employees are getting value from the company's soft skills training. If engagement and consumption levels are lacking, it could be a sign that the platform is not easy to navigate, that the content is untrusted or not engaging.

Track Sales Team Productivity Rates:

Over time I have started to see the increase in how soft skills such as multitasking, proactivity, communication, and creative-thinking have had a positive impact on sales productivity rates at companies that prioritizes employee development. Identifying and tracking success metrics across the sales team upon implementing soft skills initiatives is a great way to measure program impact.

Sales Team Retention:

Sales team churn is a major cost to any organization, and something that is easily measurable and can tell an important story. A recent 'Workplace Learning' report out of LinkedIn suggests that 94% of employees consider staying longer with companies who invest in programs aimed at career development.

Impact of Process Optimisation:

When organizations and teams see soft skills like successful teamwork, great communication, and strong time-management become ingrained in a company's culture, processes are optimised, and sales motions are completed more effectively and efficiently. Looking at the time it takes sales opportunities through the full deal cycle is a useful way to present an ROI to the business.

There are multiple tools you can use to build a management framework for your soft skills. Tools like Chorus or Gong will tell you if you talk too much or if you don't ask engaging questions. If you don't over achieve your quota on a regular basis, there are some soft skills that need improving. You can't boil the ocean all at once. It's kinda like tetris. Work on one soft skill at a time. Pick rapport building for example and see how long you can go. The best part about your soft skills are they can always get better.

Building a framework for measuring and managing soft skills is challenging but achievable by focusing on qualitative and quantitative metrics. Here’s how you can build a manageable framework:

1. Define Key Soft Skills Relevant to the Role

• Identify the most critical soft skills for success in your sales environment. Examples might include:

• Emotional Intelligence

• Communication Skills

• Active Listening

• Problem-Solving

• Adaptability

• Collaboration

2. Set Clear, Observable Behaviors

• Translate each soft skill into clear, observable actions. For example:

• Emotional Intelligence: How well does the rep manage stress and handle rejection? Do they adjust their approach based on the customer’s emotional state?

• Communication: Is the rep able to convey ideas clearly, concisely, and persuasively? Do they actively listen to customers’ needs before responding?

3. Establish Quantifiable Metrics

• Use a combination of self-assessment, peer feedback, and customer feedback, coupled with performance data. Examples include:

• Customer Satisfaction Scores (CSAT): Measure customer feedback related to interpersonal interactions.

• Peer Review or 360-Degree Feedback: Incorporate feedback from managers, colleagues, and cross-functional teams on a rep’s collaboration, communication, and adaptability.

• Sales Cycle Time: Track how quickly reps can navigate complex conversations or objections (communication & problem-solving).

• NPS or Client Retention: Measure long-term relationship-building (empathy & emotional intelligence).

4. Incorporate Qualitative Feedback

• Gather qualitative data from customer comments, peer observations, and manager coaching sessions. Use structured questions like:

• How did the rep handle objections?

• Did the rep demonstrate empathy during the sales process?

• How well did the rep adapt to changing customer needs?

5. Create a Rating Scale

• Develop a simple rating scale (1 to 5) for each soft skill, aligned to the observable behaviors. This could look like:

• 1: Needs Improvement

• 3: Meets Expectations

• 5: Exceeds Expectations

For example, for Active Listening:

• 1: Interrupts customers frequently and fails to address their pain points.

• 3: Allows customers to fully explain their situation and responds thoughtfully.

• 5: Proactively asks clarifying questions and tailors the solution perfectly to the customer’s needs.

6. Monitor and Coach Regularly

• Build these metrics into regular performance reviews and coaching sessions. Use them as discussion points for ongoing development rather than just static evaluations.

• Sales role-playing or shadowing can help assess how reps apply soft skills in real-life or simulated scenarios.

7. Set Improvement Goals

• For each soft skill, set specific, actionable goals. For example:

• Improve customer satisfaction by practicing active listening techniques during calls.

• Increase adaptability by training reps on handling complex objections in varied industries.

8. Benchmark and Track Progress

• Set baseline scores for each skill and track progress over time. This helps you see where improvement is happening and where additional coaching might be needed.

9. Leverage Technology

• Use tools like CRM data to track certain soft skill outcomes (e.g., client satisfaction, deal velocity) and integrate them with feedback systems like surveys or peer reviews to have a centralized platform for measurement.

Conclusion:

By focusing on specific behaviors, using a mix of qualitative feedback and quantifiable metrics, and regularly tracking progress, you can build a manageable and actionable framework to measure and develop soft skills in your sales team.