SKO Series Part 3: Practicality - From Theory to Reality
Over the years, I've noticed one typical SKO mistake that is more significant than any other, the trap of focusing on ideas and not keeping an eye on reality or the practical.
Don't misunderstand me...you want some kind of inspirational vision and high-level strategy. However, the reality is that your sales team is not a bunch of philosophers. They are in the trenches day in and day out, making sure your business is generating revenue and growing. Your focus should be on the basic strategies, tools, and skills that they can implement in practice right away.
This is why we suggest to our clients to implement the "Practicality Principle" in their annual SKO design. It makes sure that every single event component — the keynotes and the breakout sessions — can pass the all-important "So what? test.
Why Actionable Content Matters
Not Giving Your Sellers Something Truly Actionable is one of the largest missed opportunities at SKOs. There should never bee the thought, "That was good … now what do I do with this on Monday morning?"
Ideally, the best SKO content arms your team with tools, frameworks, and processes they can put into play immediately to get improved results. Something like a new prospecting method, an updated sales playbook, or problem-solving workshops should lead with the "how," not the "what."
One of my software clients turned the SKO model upside down. Rather than stuffing the agenda with speaker after speaker, we had only a few short inspirational kickoffs each morning. The rest of the time went into practical training labs where reps had the chance to apply new techniques and receive immediate feedback. The result? A team energized and prepared to hit the ground running.
Striking a Balance Between Inspiration and Practicality
With that being said, inspiration certainly has its place at an SKO. Sellers in your organization need to be reminded of the mission and vision of the company, the role they play in bringing it to life, and at a much deeper level — why it matters.
The trick is to balance these aspirational elements with content that is tactical, practical, and actionable right away. I suggest that every high-level strategy presentation or motivational keynote should be followed by an "activation" component — working sessions to apply those broad concepts into specific roles, territories or targets directly.
Sustaining the Momentum
Even the most well-planned, pragmatic SKO means absolutely nothing if momentum out in the field does not match. And that is why the very best organizations do not consider the kickoff to be an end point, but rather a launching pad for action. We will talk more on the post-SKO strategy later in this series.
The Consultant's Prescription
Want to up the usefulness of your next SKO? Here is my advice...
When you are assembling your agenda, run each session through the "So what? lens. Does the person in attendance walk out of that session being able to do something different/better tomorrow? If that is not the case, it probably is due for a tweak.
Combine a dose of inspiration and motivation with working sessions that concentrate on applying the concepts to address immediate, practical concerns. Hands-on practice is key.
Ultimately a great SKO experience is not determined by production value or A-list keynote speakers. It is defined by a tangible way to improve your sales engine and drive faster revenue growth.
If you would like to speak about implementing the Practicality Principle into your organization, my team and I are only a phone call away. We would be more than happy to conduct a brief review of your existing SKO plans and share ideas for elevating them to the next level of effectiveness and impact!
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