From the course: Onboarding New Salespeople

What is onboarding?

From the course: Onboarding New Salespeople

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What is onboarding?

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- Onboarding could mean different things to different people. In this video, we're going to clarify what we actually mean by onboarding, its job to be done, and the objectives that it should set out to achieve. So first, let's define onboarding. Onboarding is a comprehensive program designed to equip new salespeople with the knowledge and behaviors necessary for them to successfully position your product or service and represent your company to well-selected customers. It's about empowering them to initiate their first sales process confidently. There are certain jobs that a good onboarding programs should perform. The first one is, who? The first job is to understand who our customer is. By thoroughly understanding their personas, objectives, aspirations, and obstacles, sellers can establish the intimacy and credibility that creates trust. Again, start with who. When? The second job is to determine when our organization becomes relevant to the customer. This involves identifying triggers, changes, or emerging threats to the customer that might make them interested in exploring your product or service. Why? The third job is to understand why customers choose you. By highlighting the decision criteria that lead customers to choose your organization's product or service over that of your competition, you can begin to position your organization as the customer's optimal choice when it really is the optimal choice. How? The fourth job is to communicate how you are different from the competition. This requires a deep understanding of your competitors' offerings and positioning, enabling you to articulate your unique selling points effectively. What? Fifth, sellers need to know what to do to initiate the sales process, including identifying potential relationships that align with your organization, qualifying opportunities that belong in your pipeline, consulting with the customer to establish the problem product fit based on their specific situation, the root cause, and your proposed solution. And that's onboarding in a nutshell. So who, when, why, how, and what. It's really helpful to list out the systems, knowledge, and behaviors necessary to perform each of those jobs. So take a few moments to list that out in a table. I've included an example in the exercise files. Give it a go.

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