10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Challenge: Rolling out a new sales methodology to move from push/pitch selling to consultative selling requires a complete sales force behavior change. How can we embed the new methodology in daily work and ensure adoption of desired behavior? How can we encourage top sellers to change their behavior when they are already successful? How do we overcome fear and other obstacles for achieving our goals? How do we measure success? Our ambition is to change good sellers selling behavior into a new behavior and to embed the behavior i.e. Make sure it in our DNA!

Ericsson 40 % of all mobile phone calls passes through our systems Global with presens in 180 countries 100 000 employees We are offering telecom equipment, solutions and services to all existig telecom operators in the world. We have an extensive global reach with presens in 180 countries and close to 100 000 employees Limited mandate centrally! 10 regions with a large mandate

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Anchoring with Top Management

Sales Methodology A phased implementation within regions Phase one - Awareness Regional Mgmt meeting Regional Pilot Regional Executive event 1 Awareness 2 month 2 Phase two - Train SPIN Selling Sales Opportunity Creation Training 3 – 12 month 3 Phase three - Embed Coaching in SPIN and SOC Reinforcement Secure stickiness Regional assessment Embedment > 12 month Initiate all regional roll-outs with meeting and executive events Contact and sell to the top 4 Assessment A behavior change is required 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Pilots to create Buy-in

Hand-pick people who are positive, credible within org. Not enough seats to create pull (scarcity)

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Structured communication to create “buzz” 8 8

Communication CEO video CMO video Generic Communication Packages Learning collaboration tool Sales Methodology homepage Clear communication plan Clear communication package Use top management to communicate

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Integrate method into existing “Ways of working” and sales tools Add slide with picture

Sales Methodology vs Sales Process Method – How? Sales Methodology Effectiveness Sales Process Efficiency Process Mandatory Activities – What? Upside Review KIA BBTS SDP1 SDP2 SDP3 Lead generation Value Creation / Create Opportunity Qualify Sales Opportunity Create Proposal Close Deal Contract Handshake Contract Mgmt 11

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Coaching is KEY

PRODUCTIVITY IMPACT OF TRAINING COMBINED WITH COACHING 88% Combining training with coaching improves returns fourfold relative to training alone 22% Training alone Training and coaching Source: Sales Executive Council research

STAR MANAGERS AND THEIR TEAMS Star managers make up roughly the 20% of sales managers whose teams overachieves on a consistent basis. One of the star managers’ main qualities is that they place greater emphasis on coaching and mentoring their reports. Source: Sales Executive Council research

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Assessments

ASSESSMENTS Self assessment Virtual assessment of behavior

KPI´s and measurements connected to incentives 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change “Way” #7: KPI´s and measurements connected to incentives

Line-of-sight SPIN and SOC – measurables (KPI’s) Level 4 ’Organizational Results’ Level 3 ’Indiv Perf’ Level 2 ’Learning’ Level 1 ’Satisfaction’ Business Objective A Operational Objective 1 Job Performance Objective Learning Objective Learning Solution Increased Customer Loyalty (Result of “Thinking of the future” in CSR) GROWTH in share of pocket Increased top and bottom line Be regarded as Value provider (Result of “Business Partner” in CSR) The Sales Methodology approach is aligned with our Sales & Marketing tools and processes Decreased cost of sales measured by OPEX/NS Increased hit rate per region Shorter sales cycle Be able to use the SPIN skills. Measured in assessments and ability to prepare the Call plan and the Key Player Map . Able to complete the “Sales Opportunity Creation One pager” Increased hit rate for account Be able to identify competitive differentiators and using them efficiently (registered in the SOC One pager) Number of participants per target audience and region Evaluation score not lower than 4.8 (of 6) Included in level 1 evaluation

COMPETITION Sales Summit – Final winner Regional winners Local winners © Ericsson AB 2009 | Ericsson Internal | X (X) | Date

Structured implementation 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change “Way” #8: Structured implementation

The complete package C B A Continued focus on embedment Communication CEO video Head of Sales & Marketing video Communication Packages Ericsson Academy ericoll site Sales Methodology homepage Communication Sales process integration MS dynamics integration BU Key deals coaching Coach-the-coach Playbook Key enablers Manage the opportunity Coach your sales team A B C SPIN Sales Opportunity Creation Coaching Sales staff ACR Behavior change measurement Handle the sales call Assessment Continued focus on embedment

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change

10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change