Many companies put emphasis on a single “stand and deliver” certification event. That doesn’t work well. Follow what the best companies do and create micro certifications. Have salespeople “stand and deliver” simulated role plays for elevator pitches, customer storytelling, objection handling, and product demonstrations. Have the final “stand and deliver” certification be a customer presentation based on a real customer deal.
Sequence the “stand and deliver” presentations by theme and week and repeat them multiple times. Start with an elevator pitch. Move to a customer story. Do the product demonstration. Close with a real customer presentation. Rinse and repeat until confidence and competence are high.
Apttus improved its time to first deal for all its sales professionals by more than 50% when Aaron Farley, Director of Sales Enablement, instituted a culture of “stand and deliver” from day one of every new senior hire’s onboarding journey. Sales execs record a two-minute elevator pitch and customer story. The executive team invests the time to watch the video presentations and give feedback before new employees show up to bootcamp. After speaking with their executives, they shared with me how insightful it is for them to watch their new hires as they stand and deliver their elevator pitch and customer story. It’s a scalable way to gain valuable insight about what coaching a new hire needs early on in his or her career.