EDAE 639 Instructional Design Alexandra Mockler

Audience Analysis
The target audience for this survey specifically included the mobile sales agents that are responsible for closing 8-10 deals per month. Two sample groups were selected to participate in the New Hire Training survey in an effort to capture two different perspectives. The first group1 that participated in this survey included 10 mobile sales agents that have been in the role for one month. All 10 participated in the New Hire Training program which did not include the applied sales training. The second group2 that participated in the survey included 7 new sales agents that are brand new to their role at Company XYZ. Tenure became a large Since the

influence as to why it was important to conduct an analysis on two sample groups.

new hires at Company XYZ are so new to the role, the designer felt it may be difficult for this sample audience to identify what is needed in a role they have no experience with. On the other hand, the group that has been with the company for a month has had some field experience to be able to better isolate what type of training is needed from the New Hire Training program. The more tenured group was asked to answer the survey questions from the perspective of a new hire to allow for more centralized responses. Since participants of Group A all live in remote locations across the country, survey results were collected using the online tool - Survey Monkey. Participants were given five days to complete the survey and have it returned to the training department for analysis. Prior to receiving the survey, all sales managers were advised that research was being conducted to

1 2

The first sample group will be referred to as Group A. The second sample group will be referred to as Group B.

EDAE 639 Instructional Design Alexandra Mockler

enhance the New Hire Training program and specifically identified which sales agents would be receiving the survey. The survey for Group B was administered differently. Since all

participants of Group B attended the New Hire Training program, each participant received a hard copy of the survey and completed it on the last day of the training. Each participant was given ten minutes to complete the questionnaire. For confidentiality and to keep the

anonymity of the participants, the instructors left the room and provided an envelope where all questionnaires were to be returned. Again, sales managers were notified ahead of time that a survey would be distributed on the last day of training. Survey Rationale The survey was distributed to a group of seventeen mobile sales agents and a total of n=17 completed it. The survey consisted of eight different open and closed ended questions, two of which pertained to the participants background refer to question one & two in Appendix A. Background information for this particular audience can be found in Figure 1 (see below):

EDAE 639 Instructional Design Alexandra Mockler

Figure 1 - Background information for Sample

n (number)

Group A Background: Banking Financial Industry Other Sales Experience: No experience Less than 5 years 5-10 years 10+ years

Group B

Total Percentage

4 3 3 3 4 2 1

5 2 0 1 5 1 0

9 5 3 4 9 3 1

53% 29% 18% 24% 53% 18% 5%

In this section of the questionnaire, it was important to know the agents background and their former sales experience prior to joining Company XYZ. It was important to uncover this information as further analysis could unearth correlations between former background experience and the need for applied sales training. Out of the total sample, 53% of the

participants who were hired with Company XYZ came with a banking background and 77% of the participants either had zero or less than 5 years sales experience. From these results

alone, it is evident that sales training is considered a larger need for this audience. Questions three and four of the survey were included to acquire an overall sense of how sales effectiveness training ranks in comparison to other skill sets mobile sales agents are required to execute. If the training department at Company XYZ can illustrate the need for sales training, they will have greater buy-in from senior management to enhance the New Hire Training program and will be given the necessary resources and budgetary allocations to conduct proper implementation. From the results illustrated in Figure 2, it is evident that sales

EDAE 639 Instructional Design Alexandra Mockler

effectiveness ranked highest with 26%; product knowledge ranked in second with 23% and time management came in third at 20% (this includes the total results from Group A and Group B). Figure 2 Level of Importance for Professional Development

Surprisingly, question four received minimal responses. Several of the participants left this open-ended question blank, while a few included the sales model they used in the past. Some answers included the following: Face-face relationship selling Question-Based Selling - recent talk with peers revealed they were falling into talking about products first before asking lifestyle questions. Solutions-Based selling avoiding the typical sales pitch and using an approach based on counsel avoids pressure being felt by clients, and once a client feels that the sales agent understands them and their needs, trust is established and the solution is felt to be the right fit, thus making the "sale" easy. Solutions based selling requires a face to face meeting, doesn't ask for personal information to be divulged ahead of the latter, and puts the client in a position of control. It takes a bit more time, but promotes quicker success and more consistency in production. I have never used a sales model I have never worked for a company where I took part in professional sales training.

EDAE 639 Instructional Design Alexandra Mockler

Again, this question includes responses from Group A and Group B. Unfortunately, there wasnt a consistent use of one specific sales model that could have lent itself to the design of the applied sales training program. The absence of responses in this question simply reaffirms how important it is for the newly hired mobile sales agents to receive more formalized sales training that will help them succeed in their new role. Questions five and six focused on the delivery of the actual sales training by ascertaining which topics should be covered during the New Hire Training program. There are various sales skills that can be practiced including the different stages within the sales cycle. While its important to recognize that not all skill sets will be addressed in the New Hire Training program, it was critical that each participant provide their input on which skills they feel are the most critical to learn, particularly in the first 3-6 months of the job. Of the two groups that were surveyed, Group A rated cold calling advisors, effective questioning and the handling of objections as the top three most important skills to learn in training. Group B had a similar rating; however they substituted effective questioning for the advisor presentation. Having both groups have similar ratings for the sales skills is helpful as the main learning objectives can be isolated to capture what the participants want and need to learn the most. From a sales

cycle perspective, both groups identified they were least confident with the prospecting stage a critical stage of the sales cycle that must be continuously fulfilled in order to receive a constant flow of referrals. Group A identified the approach as another key area where they lacked confidence, while Group B identified product knowledge as the missing piece. Certainly, the gap in responses is consistent with the level of experience each participant has in their role as a sales agent. New hires have expressed the importance of knowing their product line inside

EDAE 639 Instructional Design Alexandra Mockler

out, while those who have been on the job for a while are looking for different ways they can approach the prospective buyer. From a design point of view, the applied sales training

program will include many of the elements identified in these two questions. Undoubtedly product knowledge is essential in sales, however there may be an opportunity to expand the product knowledge training, particularly during week one when everything is available either via webinar or through online e-learning modules. Question seven lists all the different learning methods that are available during week one and week two of the New Hire Training program. To be effective, it is important that the applied sales training program be delivered using one of these learning methods. Participants from both Group A and B identified the following see Figure 3. Figure 3 Preferred Learning Methods Learning Method Face-to-Face Training Rating 92% of sales agents selected this as an effective training method and is the most frequently mentioned method throughout the comments 81% of sales agents agreed that these materials are effective and would like to see more 77% of sales agents chose case studies as an effective learning method

Job Aids & Quick Reference Material

Case Studies

As such, these preferred learning methods will be taken into consideration when developing the applied sales training program. The final question was asked to get a general sense of what new hires expect to take away from this course. This information is helpful to give the overall program some direction

EDAE 639 Instructional Design Alexandra Mockler

and proper balance between each learning activity. From the survey, 50% of the group insisted on learning about the different mortgage application systems, while the other 50% placed a greater emphasis on the sales training. This is a good indication that the applied sales training will be a welcomed addition to the New Hire Training program. Conducting this survey has been beneficial for several reasons. Firstly, it has confirmed the need for applied sales training and recognized its importance as mobile sales agents grow into their role. It helped identify which sales skills the learners felt least confident with and which delivery methods will be most effective in addressing these skills in the New Hire Training program. With a few minor discrepancies, it was beneficial to see the consistency in responses from both groups. Overall, it is evident that the length of time in the role as a mobile sales agent is not dependent on which skills are most important to learn in the first 3-6 months on the job. The survey will have a significant impact on the design and development of the applied sales training, since there is a much better understanding of the audience and its specific learning needs. Survey Reflection The survey had a good balance of qualitative and quantitative data. The challenge with open ended questions is that sometimes they can be left too vague whereby the participant leaves the question blank. For example, question four refers to a common sales model that participants have used in the past. Very few were able to identify a model which refrained them from offering the course designer any insight. If this survey was conducted again, the question would probably be changed to a closed ended question or simply removed all together. The last question from the survey was originally positioned as a true/false question;

EDAE 639 Instructional Design Alexandra Mockler

however after receiving feedback from peers that some participants may denote the word false as being negative, the question was changed to be open-ended. This question received a substantial amount of positive responses and was well suited for the development of the applied sales training program. In order to design and deliver an effective New Hire Training

program with the applied sales training component, it will be crucial to survey future participate that partake in this training to identify possible trends and similarities among the new hires groups. There is also an opportunity to survey different groups, for example the

sales management group could be surveyed to provide input from a coaching perspective on which sales skills and tools new hires should learn in the New Hire Training program.

EDAE 639 Instructional Design Alexandra Mockler

Appendix A Audience Analysis Survey

Questionnaire New Hire Training Program #1 - How would you categorize the majority of your work experience prior to joining Company XYZ? (Please select only 1) Banking/Mortgage Industry (ie. Mortgage Broker, Branch Manager) Financial Industry (ie. Financial Advisor, Wholesaler) Other (please be specific) __________________________ #2 How many years of sales experience do you have? a) b) c) d) No experience Less than 5 years 5 - 10 years 10 + years

#3 In terms of your professional development, please rank each of the following categories in order of importance to you: (1 being the most important and 6 being the least important)
Rank Professional Development Topics Sales Effectiveness (cold calling, persuasion skills, effective questioning) Time Management (balancing sales calls, administration, prospecting) Administration Underwriting Product Knowledge Technology

#4 Which sales model have you used in your former role?

EDAE 639 Instructional Design Alexandra Mockler

#5 From a sales perspective, identify which of the following sales skills are most relevant for you during the first 3 6 months of tenure as a sales agent for banking solutions: (1 being the most important and 5 being the least important)
1 2 3 4 5 Cold Calling Advisors Client Presentation Advisor Presentation Effective Questioning Handling Objections 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

#6 Identify which step(s) of the sales process you are most confident with: (1 being very confident and 5 being least confident)
1 2 3 4 5 6 7 Product Knowledge Prospecting The Approach The Needs Analysis The Presentation The Close The Follow-Up 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5

#7 Based on your personal learning style; rate the effectiveness of the following learning methods: (1 being very effective and 5 being very ineffective)
1 2 3 4 5 6 7 7 PowerPoint Presentations Face-to-Face Training Case Studies E-Learning Modules Video-taped Sales Presentations Job aids and Quick Reference Sheets Online Forums Role Plays 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5

#8 From a sales perspective, what do you anticipate to learn from this course?