1. Persona GLOBAL® NEWSLETTER
October, 2012
issue 2
Click Here to Print
4Cracking the Sales Management Code Overview
4Genius & The Persuasive Communicator
4Persona GLOBAL Solutions
4Misaligned Leadership: The Organizational Avalanche
4Interview with Casey Collins
Content Editor: Leah Rosenthal
Layout & Design: May Leong

2. Issue 1, September 19, 2012
Persona GLOBAL® newsletter
CRACKING THE SALES the two things that are desperately needed in most sales managers’ lives: management rigor
and clarity of task.
MANAGEMENT CODE OVERVIEW
In our new book Cracking the Sales Management Code (McGraw-Hill 2012), we share ground-
PART I OF III breaking insights into the management best practices of top sales forces. This research reveals
We introduced Cracking the Sales Management a holistic management system that provides what sales management training has been lacking
Code at our 33rd Annual Conference in Athens in to-date – a true sales management methodology. It details a comprehensive infrastructure that
August 2012. The workshop received extremely helps sales managers focus their sellers on the activities that make a difference, while giving
favorable feedback from the delegates that the managers a track to run on.
attended. To ensure that all our Partners and The Best Path™ to Effective Management
close contacts have the opportunity to learn more Determine
about this one of a kind methodology, we will Align Sales Coach to Elevate
Relevant Sales
Activities Performance
be posting a three part series in our upcoming Processes
monthly newsletters.
Belief Determine Relevant Sales Processes
Today it is widely acknowledged that the sales Effective sales management is not a one-size-fits-all affair. The nature of a sales manager’s
manager is the key change agent in any sales tasks can vary wildly, depending on the types of salespeople they manage. For example, a
force. Consequently, companies have funneled territory sales rep with 150 customers has a different sales challenge than a strategic account
more and more resources into developing their manager with four customers, and the activities that determine their success are also different.
sales management team. And yet, better man- Therefore, a critical duty of sales management is to identify the type of salespeople they
agement has not followed. Why is it that manage, as defined by the sales activities that drive success.
despite a focused sales management develop- Research revealed that all sales activities fall into one of four fundamental sales processes
ment effort, we haven’t created better managers – Call Management, Opportunity Management, Account Management, and Territory
and coaches? Management. Determining which of these processes is most relevant for your sellers is the
Research suggests that the failure of traditional first step in providing them with powerful guidance and coaching.
sales management training can be blamed on one All Sellers Engage in One or or Morethese Processes
All Sellers Engage in One More of of these Processes
of three reasons: Call Management Opportunity Management Account Management Territory Management
1. Most are coaching programs that are generic
in nature, intended to promote structured,
collaborative, and interpersonal dialog. These Navigate A Single Call Win a Complex Deal Maximize Customer Value Efficiently Allocate Effort
programs are not typically focused on coaching
specific sales activities, but rather on teaching Depending on the specific processes that drive sales success, the types of interactions sales
universal coaching principles. managers have with their sellers will range from frequent and tactical to infrequent and strate-
2. Many are ‘leadership’ programs focused on gic. Identifying the right sales processes leads to focused selling efforts and high-impact sales
setting goals, motivating employees, and management. Ignoring the unique attributes of the different sales processes leads to wasted
adapting management styles to individual effort , chaotic sales management, and lack of control over performance.
personalities. These programs are not sales- Different Management Approaches forfor Different Sales Processes
Different Management Approaches Different Sales Processes
specific and can be applied to any supervisory Call Mgmt Opportunity Mgmt Account Mgmt Territory Mgmt
position.
Content • Call objectives • Qualification • Company and customer • Customer focus
• Call execution • Buyer needs goals • Prioritization of effort
3. Other management pro- of the
• Competitive positioning • Mutual value creation
Interaction
grams are ‘point solutions’ • Action planning
that address a single sales Nature of • Tactical •Strategic •Strategic •Analytic
management task, such as Coaching • Interpersonal •Contextual •Project management •Tactical
time management, nego-
Frequency • As-needed • Opportunity-driven •Periodic •Periodic analysis
tiation, or reading financial • Fairly frequent •Typically quarterly •Constant tactics
statements. While these •Monthly / quarterly
training programs are spe- Common • Call plans • Opportunity plans • Account plans • Prioritized customer
cific to sales, they do not address the larger is- Tools • Coaching guides • Coaching guides • Key performance segments
• Pipeline reports Indicators • Desired call patterns
sue of a sale management process and ignore
© 2012 Copyright Vantage Point Performance, Inc.
Persona GLOBAL® l October 2012 l www.PersonaGLOBAL.com l 1

3. Persona GLOBAL® newsletter
Since 1980, Persona GLOBAL® has been both a direct management consultancy as well as the
hub of a network of organizational development practitioners. We provide robust, field-
tested performance solutions and survey instrumentation.
GENIUS & THE PERSUASIVE relationships. Over the past 30 years, Persuasive Communi-
cator has proven to be one of the world’s most
COMMUNICATOR By the end of the workshop, with the aid of
effective interpersonal communication skills
analysis provided by Persona GLOBAL’s Game-
by Leah Rosenthal training programs. More than 1.4 million
plan mobile profiling software, each delegate
people in 71 countries have attended this
In their highly regarded employee training has practiced the appropriate skills, developed
communications skill building workshop in
program Genius Training, Apple emphasizes an action plan, and tested this new approach
their own language.
that empathy is a key. Apple refers to their to positively influencing their case study.
salespeople as ‘geniuses’. For Apple, a genius More than a classroom experience, the
doesn’t simply imply technical skills, being Persuasive Communicator methodology lever-
intelligent or extremely bright. Above all, a ages technology as a virtual tutor, when need-
genius has good communication and people ed. This cutting edge technology helps users
skills. move “beyond sales competency to sales flu-
The importance of empathy ency (greater retention and proficient use of
is not new to us at Persona acquired skills)”. Fluency can often be the
GLOBAL. One’s ability to be difference between closing a deal, or not. Del-
empathetic is a key communi- egates can acquire access to the same
cation skill in, one of our best Persona GLOBAL’s Gameplan mobile applica-
selling and most successful tion software on the iPad or Android phone.
workshops, The Persuasive Communicator. The mobile application provides business sup-
port and reinforcement; it enables delegates
The Persuasive Communicator (PC), authored to “Prep” themselves just before an important
by Jon Gornstein, is a 16 hour workshop interaction with anyone they need to
presenting lifelong skills enabling delegates persuade, influence or motivate.
to communicate effectively, become
more influential and ultimately become
successful persuasive communicators. 3PC Gameplan on ipad
This robust workshop provides COMMUNICATE
delegates with an intuitive, practical
system for dealing with all people, EFFECTIVELY
especially those “difficult or uncoop-
erative people” whom they have not
been able to influence yet. Based on BUILD TRUST FOR
Persona GLOBAL’s proprietary Social RELATIONSHIPS
Styles and Trust Building method-
ologies, the Persuasive Communi- THAT LAST!
cator workshop enables delegates
to build sustained, long term win/
win business as well as personal
Persona GLOBAL® l October 2012 l www.PersonaGLOBAL.com l 2

4. Persona GLOBAL® newsletter
Persona GLOBAL®... Solutions
Do you have business needs that aren’t being met?
ASK US…..
Every wonder how Global Business methodologies are used to help
companies deal with everyday business situations:
Partnering
Mergers and Acquisitions
• Strategic Change & Succession Planning
• Account Development
• Supply Chain Management
• Business & Developmental support software
JUST ASK! Tell us the challenge your business is facing and we’ll provide you with a methodology to help…
Email inquiries to: leah@personaglobal.com
Persona GLOBAL® l October 2012 l www.PersonaGLOBAL.com l 3

5. Persona GLOBAL®
newsletter
2013 WINTER CONFERENCE
MISALIGNED LEADERSHIP: Announcing our
THE ORGANIZATIONAL AVALANCHE 2013 Winter Conference in
by Wladimir Rodney Palermo, CEO - Persona GLOBAL Brasil. Sausalito! The conference will be
An avalanche always starts with the displacement of the first stone. So also happens in Feb 1th-4th, 2013.
business. The misalignment begins with the organizational misalignment of the first executive. More Details Coming Soon!
By ‘first executive’ I do not mean the top executive in the company rather the first person
to misstep – this is the first stone. Why does this happen? Why does a team member step
outside their bounds and effect an organizational avalanche, or rather, the organizational
misalignment? In this case, the terms internal avalanche and internal misalignment are
interchangeable. Just as a mountain must be in balance with the stones that it is comprised
of, the culture of an organization must be balance with its executives. The human ego must
be aligned and in balance. What makes a group member’s ego go out of balance? He begins
to act in discordance with the others, and apart from the Mission, to the Future Vision, and so
to the strategy. This person believes that his position is the correct and better position. The
higher the position of this executive in the organization, the greater the avalanche he will
provoke. During the discussion phase of Mission, Vision and the development of strategies,
anyone can contribute their vision. But after the consolidation the position, all leaders of all
levels must stay aligned and keep their teams rowing in the same direction, with the same
intensity.
It’s as simple as that.
NEW TO DOWNLOAD CENTER
Translation Texts for Cracking the Sales
Management Code, Building a High
Performance Team & Chronos are now
available in our Download Center!
For further details and instructions, login
to the Persona GLOBAL Partner Site, and
select ‘News Briefs’ from the Reference
Center.
Persona GLOBAL® l October 2012 l www.PersonaGLOBAL.com l 4

6. Persona GLOBAL® newsletter
RECENT & UPCOMING INTERVIEW WITH CASEY COLLINS
WORKSHOPS CASEY COLLINS, FOUNDER AND PRESIDENT, SCRIMMAGE, USA
Casey Collins has spent the last 13 years in the training and devel-
June to August, 2012: Persona GLOBAL opment business focusing on sales training, sales force productivity
Brazil held Persuasive Communica- and effectiveness, marketing and brand strategy development, team
tor Workshop for Ericsson in 19 Latin leadership, collaboration skills, and specialty product launch develop-
American Countries for 330 Managers. ment across all industries.
_____________________________
In 2007, Casey founded Scrimmage to continue connecting people to
Late October & early November, strategy through training and development and help his clients
2012: PricewaterhouseCoopers ignite their competitive advantage through better learning solutions.
(PwC) will conduct two Persua- His cross functional team of ten in-house consulting and software
sive Communicator Workshops development resources has helped make him a sought after resource
for Orange Telecom. in the pharmaceutical and biotech specialty training industry.
_____________________________ In 2010, Scrimmage launched Playbook™, a powerful learning technology platform built specifi-
cally around the global adoption of the iPad. Playbook enables companies to build their own
This Fall: Alerion Consult AG,
custom training apps, personalize the learning experience, deploy dynamic content, and begin
will conduct Organizational
analyzing and measuring training ROI in a revolutionary way. Playbook is used by thousands of
Alignment Survey for two bank
sales people all over the world at companies like Sanofi, Stryker, Gilead Sciences, and Endo
firms in Switzerland.
Pharmaceuticals.
_____________________________
This Fall: Abbott Laboratories Late September, Casey Collins came to visit our how employees were learning at work. We
has booked has booked 10 Headquarters in Sausalito. I had a few minutes took a bet on the iPad and it has really taken
Successful Negotiator work- to sit down, talk and learn more about him. off for us in Corporate America, pharmaceuti-
cals, medical device companies etc.
shops. Included in these 10, Q: Why did you become involved in
are workshops in Shanghai, Training & Development? Q: What is one valuable lesson you’ve
Singapore, Taiwan, and USA! After I graduated from college I was unsure of learned from a mentor?
_____________________________ what I wanted to do. My second job out of My first Sales Manager at Forum taught me
college was in sales at Forum – that job taught about the clarity of communication. I was
Every wonder who are the best me how to sell. I wanted to find a career that asked to summarize my conversations with
potential buyers of Persona would enable me to work with many diverse customers. This forced me to think of the
GLOBAL? companies. objective of the conversation and to listen
more effectively. Simple communication is a
It’s Simple! Just visit the 60 day running Q: How have you noticed that the Train- very effective tool.
Client list on the Persona GLOBAL website: ing & Development Industry has evolved
www.personaglobal.com over the last few years? Q: What were your impressions of
Updated every business day…. these These days, there is a constant stream of con- Athens while there for the Persona
tent and information to mobile devices. There GLOBAL International Conference a few
companies are already using a Persona
GLOBAL workshop with one of our part-
is a proliferation of access and tools at weeks ago?
ners! Contact the partner and get a re- everyone’s disposal. Access doesn’t necessar- The conference was wonderful. I enjoyed
ferral! Save time, energy and ultimately ily make people better. In fact, it may be a meeting all the delegates. The monuments
money! Take advantage of what is one distraction. It’s important to determine what is in Athens were obviously incredible. The food
benefit being part of the Persona GLOBAL meaningful. The question remains, how does was a highlight. My favorite restaurant was
partner network! more content translate into training? classic Greek restautant that served simple
salad and your choice of prawns or mullet. Do-
Q: What inspired Playbook? nuts in honey were another food favorite.
I was intrigued by technology promoting devel-
opment and I was looking to build a software
application. The iPad was a turning point for -Leah Rosenthal
We encourage your comments, suggestions and questions. Please email them to: leah@personaglobal.com
Persona GLOBAL® l October 2012 l www.PersonaGLOBAL.com l 5