Perspectives 2004

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Learning. Performance. Impact.
Sales Certification The Hearst STAR Program Tina
M. Breslin, Hearst Newspapers April 2008
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What is Sales Certification?

• A structured learning channel
• aligned with the organization
• and the employees goals

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Why Certify?

• Attracts and Retains Talent
• Program moves from Skills Based to Goals Focused
• Drives Strategy Based Learning instead of
  Reactive Training
• Provides a Layered, Interactive Learning Platform
• Improves Sales Performance
• Improves the Image of the Company from Do it
  Yourself to one of Invest in Talent

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Designing Your Sales Certification Action Plan

• What are your Key Business Initiatives?
• What Skills do your Sales People Need?
• What will be the Benefits from Certification?
• How will you Deliver Content?
• What will be the Accountability?
• How will you Reward and Recognize?
• ---Refer to Action Plan Handout---

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1. What are the Key Business Initiatives?

• Example
• Restructure Sales to be more Efficient and
  Customer Focused
• Sell More Online Advertising
• Retain Profitable Customers Longer
• Attract and Retain Top Talent
• Grow in targeted market and product segments

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Discuss

• With your neighborWhat are your Companys
• Key Business Initiatives?
• Think of at least 3-4
• and complete your Action Plan

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2. What Skills do Your Salespeople Need?

• Changing Roles
• Complex Selling Environment
• More Products to Sell
• Technology changes

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Core Reps Ability to Meet Performance
Expectations
Source Sales Excellence Institute Study of 61
Members, 2003
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New Team Model

• Field Sales Identify and sell new business
  prospect
• Account Manager Established accounts identify
  additional players in organizations strategize
  with customer

• Subject Matter Expert Works with the team on
  specific products processes
• Client Services Expanded role of an Ad Assistant
  Critical link to customer layouts, ad entry,
  contract fulfillment

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Fill in Action Plan

• Discuss with your neighbor
• What new skills do you see emerging in your work
  place for your sales reps?
• List 2 to 3 new skills

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3. What will be the Benefits of a
Certification?

• Ramped up faster into Roleclear understanding of
  job expectations
• Improves relationship with Manager with Coaching
• Identifies and retains Talent
• Act as a Company Benefit
• Fill in Your Action Plan

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4. How will you Deliver Content?

• Instructor Led
• E-Learning
• Blended
• Webinars
• Virtual Meetings
• Complete your
• Action Plan

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5. What will be the Accountability?

• You can lead a horse
• to water but you
• cant make them
• thirsty

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How will you reinforce Accountability?

• Tie certification to career path (the Hearst STAR
  Program)
• Tie certification to recognition programs
• Tie certification to monetary rewards
• Tie certification to performance standards

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The Hearst Certification ProcessSo you want to
be a Super Star?
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The Hearst STAR Program

• Purpose Evaluates the transfer of the
  skills learned during training to the
  individual Sales Executive
• Requirements Completion and Skill Demonstration
  by Sales Executive of Needs Based Selling
  and specific development needs outlined in
  the Learning Contract (see handout)
• Manager Role Develops Learning Contract with
  Sales Executive as Career Discussion

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STAR Certification Program

• STRATEGIC
• TACTICAL
• AWARENESS
• RESULTS

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The Hearst Learning Contract

• Based on a universal Sales Process
• Involves the Manager in coaching with the sales
  rep after ride-a-longs
• Career OrientedWhere do you want to go in this
  company?
• Has designated Learning Paths aligned with New
  Team Model
• Also involves development needs
• Demo of http//hearst.skillport.com

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Discuss

• With your neighbor
• What ideas do you have to attach accountability
• to your Sales Certification?
• Complete your Action Plan with your ideas

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6. How will you Reward Recognize?

• Business cards Sales Certified
• Awards Name Plates
• Executive Breakfast with the STARS
• Used as criteria for other Sales Programs
  (Publishers Club)
• Photos of STARS in Lobby
• Money?
• Discuss with your team
• What are your ideas for Recognition??
• Add to the Action Plan

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QA

• My contact information
• Tina M. Breslin
• Hearst Director of Sales Development
• Tina.breslin_at_chron.com
• 713-362-2786