If You Can Measure It, You Can Change It

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b1e47fc040abd4500145145001451450014514500145145001451 4500145145001515cdadbdedbb5bdd4114f0bfde8e540ca7ea0f152d14019da7787f45d1 e46934cd234fb276fbcd6d6c9193f52a0568d14500145145007fffd9 }}}}}\marglsxn1440\margrsxn1500\cols1\colno1\colw9300 {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-204\slmult0\par {\pard\plain \li0\sl229\slmult1 \ri7360\nooverflow\ql{\f1\fs24 Santa Barbara, CA (805)965-1400 info@bigspeak.com bigspeak.com}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-374\slmult0\par {\pard\plain \li1820\sl239\slmult1 \ql{\f4\fs36 Custom Corporate Education Programs}\par} } {\pard\sl-200\slmult0\par \pard\sl-242\slmult0\par {\pard\plain \li60\sl239\slmult1 \ql{\f4\fs36 Designed with Solutions in Mind for Positive Long-term Change}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par

\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-351\slmult0\par {\pard\plain \li1340\ql{\f1\fs24 Source: White Papers {\field {\*\fldinst {\cs15 HYPERLINK "http://bigspeak.com/consulting/whitepapers" }} {\fldrslt {\cs15 \ul {\ul \cf2 http://bigspeak.com/consulting/whitepapers}}}}}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-315\slmult0\par {\pard\plain \li480\ql{\f2\fs20 BigSpeak Consulting, Santa Barbara, CA {\fs40 \f3 \super \u-3929 ?} (805)965-1400 {\fs40 \f3 \super \u-3929 ?} info@bigspeak.com {\fs40 \f3 \super \u-3929 ?} www.bigspeak.com}\par} }\sect\sbkpage\sectd\pard\plain \pgwsxn12240\pghsxn15840 {\*\bkmkstart page2}{\*\bkmkend page2} \ margl1800\margr1820\margt1440\margb447\marglsxn1800\margrsxn1820\cols1\colno1 \colw8620 {\pard\sl-200\slmult0\par \pard\sl-279\slmult0\par {\pard\plain \li980\ql{\f19\b\ul\cf4 \fs36 If You Can Measure It, You Can Change It}\par} } {\pard\sl-200\slmult0\par \pard\sl-278\slmult0\par

{\pard\plain \li3440\ql{\f8\b\cf4 \fs28 By Don Brown}\par} } {\pard\sl-321\slmult0\par {\pard\plain \li0\sl342\slmult1 \ri40\nooverflow\qj{\f12\cf4 \fs24 A friend and colleague has rightly noted more than once; {\ldblquote If you can measure it, you} can {change it.\rdblquote } Make no mistake, I agree whole-heartedly. Also make no mistake, not everyone is {\i willing} to measure.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-326\slmult0\par {\pard\plain \li0\sl372\slmult1 \ri0\nooverflow\ql{\f12\cf4 \fs23 An effort by the Journal of Applied Psychology reviewed {\i forty years} of the published training and development literature. Reviewing articles, books, papers, presentations and dissertations {\endash } the authors included only material related to the evaluation of organizational training and change efforts. In this meta-analysis they found that within those four decades less than seven percent had the courage to measure the impact of their human development efforts against bottom line metrics such as sales and profit. What {\i did} they measure?

For almost 80 percent {\endash } participant reaction was the needle (did participants {\i \ldblquote like\rdblquote } the event)? Even today, in an era crying for economic accountability, consensus remains that no more than 10 or 20 percent of organizations conduct a thorough ROI on organizational change efforts.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-336\slmult0\par {\pard\plain \li0\ql{\f16\b\cf4 \fs26 But who\rquote s willi{ng to measure?}}\par} } {\pard\sl-204\slmult0\par {\pard\plain \li0\sl352\slmult1 \ri160\nooverflow\ql{\f13\cf4 \fs24 I happen to believe that training does in fact equip today\rquote s workforce to compete more effectively, but my position has always been that a training event alone is not the answer. All too often, clients decry the \ldblquote flavor of the month\rdblquote nature of {change} initiatives {\endash } yet ask what we can do for their practitioners {\i in \ldblquote a day or less\rdblquote }. {\i Not} the case a couple of years ago with one client {\i eager} to not only break the event paradigm, but to {\i document} {\i \ul just how much} of a change we could effect.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par

\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-272\slmult0\par {\pard\plain \li640\ql{\f18\fs17 BigSpeak Consulting (805)965-1400 info@bigspeak.com www.bigspeak.com}\par} }\sect\sbknone \marglsxn4300\margrsxn4300\cols1\colno1\colw3640 {\pard\sl-168\slmult0\par {\pard\plain \li0\sl239\slmult1 \ql{\f5\cf4 \fs15 Copyright 2013 {\endash } Don Brown {\endash } All Rights Reserved}\par} }\sect\sbkpage\sectd\pard\plain \pgwsxn12240\pghsxn15840 {\*\bkmkstart page3}{\*\bkmkend page3} \ margl1800\margr1840\margt1435\margb447\marglsxn1800\margrsxn1840\cols1\colno1 \colw8600 { {\pard\plain \li0\sl239\slmult1 \ql{\f17\b\cf4 \fs26 What, When, Where and How Much?}\par} } {\pard\sl-205\slmult0\par {\pard\plain \li0\sl356\slmult1 \ri80\nooverflow\ql{\f12\cf4 \fs24 The purpose of the study we conducted for them was to investigate a link between their use of {\i sales training and behavioral coaching}, and the bottom line variables of revenue, gross profit and \ldblquote line count\rdblquote (the number of line items per invoice \endash {a} significant cost metric for them). The client was a leading North American distributor of industrial products and services. Bearings, belts, fasteners and fluids are just a few of the {\i tens of thousands} of parts they represented. Customers of the client organization run the gamut from smaller job shops and walk-in customers, to the largest national accounts, from automotive manufacturing to food processing and durable goods. In this study, inside sales people made up the subject pool. Inside sales in general is an environment with:}\par} } {\pard\sl-125\slmult0\par {{\listtext{\pard\plain {\f20\cf4 \fs24 \u-3913 ? }\tab}}\pard\plain \f20\cf4 \fs24 \qj\fi359\nowidctlpar\jclisttab\tx360\faauto\ls1\ilvl0\rin0\nooverflow\lin360\itap0 {\plain\f12\cf4 \fs24 An average sales cycle of less than 90 days }\par\pard\sl141\slmult0\par {\listtext{\pard\plain {\f20\cf4 \fs24 \u-3913 ? }\tab}}\pard\plain \f20\cf4 \fs24 \qj\fi359\nowidctlpar\jclisttab\tx360\faauto\ls1\ilvl0\rin0\nooverflow\lin360\itap0 {\plain\f12\cf4 \fs24 An average sale of less than $25,000, with 50% closing at under

$5,000 }\par\pard\sl-141\slmult0\par {\listtext{\pard\plain {\f20\cf4 \fs24 \u-3913 ? }\tab}}\pard\plain \f20\cf4 \fs24 \qj\fi359\nowidctlpar\jclisttab\tx360\faauto\ls1\ilvl0\rin0\nooverflow\lin360\itap0 {\plain\f12\cf4 \fs24 80% of deals closing in less than ten calls. }\par} } {\pard\sl-200\slmult0\par \pard\sl-400\slmult0\par {\pard\plain \li0\sl342\slmult1 \ri0\nooverflow\ql{\f12\cf4 \fs24 Participants in the research were drawn from two regions, one from the eastern U.S. and one from the west. One hundred seventy six CSSRs were involved, and organized into four groups:}\par} } {\pard\sl-140\slmult0\par {\pard\plain \li720\ql{\f12\cf4 \fs24 Group 1 {\endash } {\b Control} - Received no intervention.}\par} } {\pard\sl-263\slmult0\par {\pard\plain \li720\ql{\f12\cf4 \fs24 Group 2 {\endash } {\b Trained} - Received 1-Day of sales training.}\par} } {\pard\sl-300\slmult0\par {\pard\plain \li720\sl326\slmult1 \ri200\nooverflow\ql{\f12\cf4 \fs24 Group 3 {\endash } {\b Volunteered} - Received 1-Day of sales training, and then at least v{\i olunteered} for behavioral coaching.}\par} } {\pard\sl-200\slmult0\par {\pard\plain \li720\sl326\slmult1 \ri260\nooverflow\ql{\f12\cf4 \fs24 Group 4 {\endash } {\b Coached} {\endash } Received 1-Day sales training, and engaged in four or more follow-up tele-coaching calls.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-370\slmult0\par {\pard\plain \li0\ql{\f17\b\cf4 \fs26 Participant Groupings}\par} } {\pard\sl-204\slmult0\par {\pard\plain \li0\sl326\slmult1 \ri360\nooverflow\ql{\f12\cf4 \fs24 For each of the 176 participating CSSRs we had 12 months of data. We wanted to know if the training and behavioral coaching that took place in the middle of the}\par}

} {\pard\sl-291\slmult0\par {\pard\plain \li640\ql{\f18\fs17 BigSpeak Consulting (805)965-1400 info@bigspeak.com www.bigspeak.com}\par} }\sect\sbknone \marglsxn4300\margrsxn4300\cols1\colno1\colw3640 {\pard\sl-168\slmult0\par {\pard\plain \li0\sl239\slmult1 \ql{\f5\cf4 \fs15 Copyright 2013 {\endash } Don Brown {\endash } All Rights Reserved}\par} }\sect\sbkpage\sectd\pard\plain \pgwsxn12240\pghsxn15840 {\*\bkmkstart page4}{\*\bkmkend page4} \ margl1800\margr1820\margt1440\margb447\marglsxn1800\margrsxn1820\cols1\colno1 \colw8620 {\pard\sl-40\slmult0\par {\pard\plain \li0\sl355\slmult1 \ri20\nooverflow\ql{\f12\cf4 \fs24 twelve-month period effected any change on {\i their} output. The primary focus of the data analysis and subsequent interpretation was to look at the data from each group for the {\i six months prior} to the training and coaching and compare them to the {\i six} \i months after {\i0 the training and coaching. The first question was; did individuals} \i0 within any group sell more or less after the training and coaching, than they did before the training and coaching? We wanted to know if those that were involved at each level of intervention sold significantly more or less than the control group. This same process was undertaken with data reflecting impact on Gross Profit and Line Count as well.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-346\slmult0\par {\pard\plain \li0\ql{\f17\b\cf4 \fs26 Coaching {\endash } the Change Catalyst}\par} } {\pard\sl-163\slmult0\par {\pard\plain \li0\ql{\f12\cf4 \fs24 After undertaking a comparative analysis of the results of this research we found:}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-244\slmult0\par {\pard\plain \li0\sl357\slmult1 \ri0\nooverflow\ql{\f12\cf4 \fs24 As a baseline, the control

group experienced a revenue {\i drop} of 3.7% when c{omparing their sales \ldblquote post\rdblquote versus \ldblquote pre\rdblquote . These CSSRs, within not only the same} organization but out of the same Service Centers, had no contact with our training or coaching and ended up selling 3.7% less in the six month period after their peers participated than in the six months leading up to the events. At the same time, the CSSRs that only participated in the sales training event (with no follow-up) saw their revenue {\i rise, but only by} {1.1% comparing \ldblquote after\rdblquote to \ldblquote before\rdblquote . Group 3 members} that participated in sales training {\endash } and then {\i volunteered} for the behavioral coaching, but didn\rquote t stay with the process \endash {saw a revenue jump of 10.2% in} comparing the \ldblquote post\rdblquote to \ldblquote pre\rdblquote . Lastly, Group 4 individuals that took part in the 1{-Day} sales training, volunteered for behavioral coaching, and engaged in an average of eight 30-minute tele-coaching calls {\endash } {\i achieved a 22.4% leap} in revenue when comparing the 180 days after the training and coaching interventions to the 180 days prior to the process.}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-329\slmult0\par {\pard\plain \li640\ql{\f18\fs17 BigSpeak Consulting (805)965-1400 info@bigspeak.com www.bigspeak.com}\par} }\sect\sbknone \marglsxn4300\margrsxn4300\cols1\colno1\colw3640 {\pard\sl-168\slmult0\par {\pard\plain \li0\sl239\slmult1 \ql{\f5\cf4 \fs15 Copyright 2013 {\endash } Don Brown {\endash } All Rights Reserved}\par} }\sect\sbkpage\sectd\pard\plain \pgwsxn12240\pghsxn15840 {\*\bkmkstart page5}{\*\bkmkend page5} \ margl1800\margr1860\margt1440\margb447\marglsxn1800\margrsxn1860\cols1\colno1 \colw8580 {\pard\sl-40\slmult0\par {\pard\plain \li0\sl351\slmult1 \ri0\nooverflow\ql{\f12\cf4 \fs24 Perhaps this impact can best be communicated by including the actual dollars and cents involved. Just the CSSRs that participated (they have over 3,000 more) turned in collective revenue of almost $5,000,000 over the study {\endash } these are significant stakes in any setting.

Even more stunning, {\i those that stayed with the behavioral} \i coaching returned 20 times the growth {\i0 of those that only attended} {\ldblquote an event\rdblquote !}}\par} } {\pard\sl-175\slmult0\par

{\pard\plain \li0\sl347\slmult1 \ri60\nooverflow\ql{\f12\cf4 \fs24 As a final note, at each higher level of participation in the training and follow-up, \i profit went up with revenue{\i0 . Not only did CSSRs that participated in the training and} \i0 follow-up sell more, but also made more money ({\i up to 10 cents on the dollar more}) from every dollar of sales!}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-352\slmult0\par {\pard\plain \li0\ql{\f17\b\cf4 \fs26 So what, and now what?}\par} } {\pard\sl-204\slmult0\par {\pard\plain \li0\sl342\slmult1 \ri180\nooverflow\qj{\f12\cf4 \fs24 It is true, if you can measure it, you can change it {\endash } but you do have to be willing to measure it.

Measurement brings data, and perhaps data brings risk. The following we know to be true about change:}\par} } {\pard\sl-200\slmult0\par \pard\sl-244\slmult0\par {{\listtext{\pard\plain {\f12\cf4 \fs24 1. }\tab}}\pard\plain \f12\cf4 \fs24 \qj\fi239\nowidctlpar\jclisttab\tx240\faauto\ls2\ilvl0\rin0\nooverflow\lin240\itap0 {\plain\f12\cf4 \fs24 It {\i is} possible to measure impact {\endash } often through {\i existing} organizational metrics }\par\pard\sl-300\slmult0\par {\listtext{\pard\plain {\f24\b\i\cf4 \fs24 2. }\tab}}\pard\plain \f24\b\i\cf4 \fs24 \qj\fi1\nowidctlpar\jclisttab\tx260\faauto\ls2\ilvl0\rin0\nooverflow\lin0\itap0 \sl326\slmult1 {\plain\f12\cf4 \fs24 You can {\i maximize} the impact of change efforts {\endash } through behavioral coaching and follow up {\endash } the change catalyst absent in most initiatives. }\par\pard\sl-200\slmult0\par {\listtext{\pard\plain {\f24\b\i\cf4 \fs24 3. }\tab}}\pard\plain \f24\b\i\cf4 \fs24 \qj\fi1\nowidctlpar\jclisttab\tx260\faauto\ls2\ilvl0\rin20\nooverflow\lin0\itap0 \sl326\slmult1 {\plain\f12\cf4 \fs24 It takes {\i courage} to break the event paradigm in any organization {\endash } try it, {you\rquote ll be} glad you did. }\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par

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\pard\sl-301\slmult0\par {\pard\plain \li0\sl228\slmult1 \ri6940\nooverflow\ql{\f1\fs24 Santa Barbara, CA (805)965-1400 info@bigspeak.com bigspeak.com}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-295\slmult0\par {\pard\plain \li2740\sl239\slmult1 \ql{\f4\fs36 Reprinted with Permission}\par} } {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-248\slmult0\par {\pard\plain \li720\sl234\slmult1 \ri240\nooverflow\qj{\f1\fs24 Keynote programs provide the sizzle and have their place. However, a comprehensive learning program needs to embed new behaviors and thought processes into your corporate culture and hold people accountable to make certain that positive change sticks. An expert at BigSpeak Consulting partners with you to customize a learning program specifically designed to fit your needs. Together, we construct the path to success, aligning it with your core business strategies and budget. Partnering with BigSpeak Consulting gives you the edge, ensuring successful implementation of custom corporate education programs.}\par} } {\pard\sl-200\slmult0\par \pard\sl-389\slmult0\par {\pard\plain \li1640\sl239\slmult1 \ql{\f26\fs22 Source: White Papers {\endash } {\field {\*\fldinst {\cs15 HYPERLINK "http://www.bigspeak.com/consulting/whitepapers" }} {\fldrslt {\cs15 \ul {\ul \cf2 www.bigspeak.com/consulting/whitepapers}}}}}\par}

} {\pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-200\slmult0\par \pard\sl-238\slmult0\par {\pard\plain \li480\ql{\f2\fs20 BigSpeak Consulting, Santa Barbara, CA {\fs40 \f3 \super \u-3929 ?} (805)965-1400 {\fs40 \f3 \super \u-3929 ?} info@bigspeak.com {\fs40 \f3 \super \u-3929 ?} www.bigspeak.com}\par} }}