Too many sales organizations overlook the importance of connecting new sellers with their sales culture during the onboarding process. Sales enablement leaders design new hire programs to expedite job readiness, however the rush to readiness leaves sellers feeling disconnected and burned out. This imbalance is not only affecting their performance but also their likelihood to stay with the organization. To address these challenges, sales enablement leaders must redefine their approach to onboarding by emphasizing engagement and cultural connection.
The Current State of Sales Onboarding
Sales onboarding has traditionally prioritized job preparedness, equipping new hires with the skills and knowledge they need to hit the ground running. While this is undoubtedly important, it often comes at the expense of fostering a sense of belonging and connection within the organization. This oversight has led to a significant decline in new hires’ connection to the company’s sales culture.
There is a growing sense of disconnection and dissatisfaction among new sellers, as many report feeling burned out. This highlights the urgent need for a more balanced onboarding approach.
The Importance of Cultural Connection
When sellers identify with their company’s sales culture, they experience notable improvements in performance and an increased intent to stay with the organization. This underscores the critical role that cultural connection plays in both retention and sales success.
Sales enablement leaders who are responsible for defining and nurturing the sales culture have a unique opportunity to bridge this gap. By focusing on engagement and emotional proximity, they can help new hires feel more connected to the organization and its values.
To enhance their sales onboarding programs, leaders should consider the following strategies:
- Define the Sales Culture – Begin by clearly defining the sales culture within the broader corporate culture. This involves engaging with sales leaders, observing top performers, and identifying the values and behaviors that are most important to the sales function. In addition, review sellers’ processes, tools and practices to ensure they align with the values of your culture.
- Foster Emotional Proximity – Emotional proximity, feeling seen, is more impactful than physical proximity, being seen, to today’s sellers. Sales enablement leaders should focus on helping new hires feel connected to the sales team’s mission and values. This can be achieved by showing empathetic support, celebrating onboarding milestones, and acknowledging the value of new hires’ contributions to the team.
- Connect New Hires to Peers and Legends – Building connections beyond the immediate team is essential for a broader perspective on the sales culture. Enablement leaders should facilitate connections that help new sellers understand how sales culture fits in the broader context of the overall corporate culture. Equally important is exposing them to the “legends” of the sales organization, those who serve as role models and act as key touchstones, strengthening new hires’ bond with the team’s values and practices.
Implementing Cultural Connection in Onboarding
To successfully integrate cultural connection into the onboarding process, sales enablement leaders should:
Use pulse surveys and feedback. Evaluating your new hires’ engagement and sense of belonging is just as crucial as assessing their job readiness. Regularly gauge new employees’ feelings of involvement and connection through pulse surveys and informal feedback. Questions should focus on their sense of welcome, support, and alignment with the company’s mission and values.
Leverage video interviews and panels. Collaborate with legends to create video interviews or panels where they share their success stories and cultural insights. These resources can be integrated into onboarding programs to provide new hires with diverse perspectives.
Encourage early connections. Facilitate early connections between new hires and their teams before the official start date. This can be done through LinkedIn introductions, phone calls, or emails, helping new hires feel more comfortable and informed from day one.
Sales onboarding is a critical juncture for sellers, and the current emphasis on job readiness is insufficient for fostering long-term success and retention. By redefining onboarding programs to include cultural connection and engagement, sales enablement leaders can create a more supportive and effective environment for new sellers. This approach not only enhances performance but also strengthens the emotional ties that keep employees committed to their organization. In a world where connection is key, sales enablement leaders have the power to transform onboarding into a gateway to lasting success.
Join Shayne Jackson to learn more about these topics at the Gartner CSO & Sales Leader Conference, May 20-21, in Las Vegas.
