Transforming Sales From Enablement to Behavior Change - Jerry Pharr - Coach2Scale - Episode # 60

In this episode of Coach2Scale, Matt Benelli talks with Jerry Pharr, Head of Global Commercial Operations & Excellence at Varicent. As a former salesperson who shifted to sales enablement, he now focuses on behavior change rather than just learning outcomes. Jerry shares insights on building coalitions of willing managers, leveraging technology for sales transformation, and driving performance through actionable frameworks. The discussion highlights the importance of focusing on behavior change to create real impact, the role of sales managers in enabling teams, and how technology like AI-driven insights can refine sales processes. Takeaways:Prioritize initiatives that lead to observable and measurable behavior changes in sales activities rather than just training or business outcomes.Invest in conversation intelligence tools like Gong or Chorus to automatically surface insights from sales calls and emails. This helps in identifying performance gaps and measuring behavior changes effectively.Develop detailed frameworks to guide sales processes, such as discovery calls, instead of rigid scripts. Frameworks provide a structure while allowing salespeople to customize their approach.Engage sales managers in the coaching process by providing them with dashboards to track specific behaviors and metrics. Use AI tools to gather and summarize account insights, which can help salespeople personalize their outreach and reduce the need for interrogative discovery questions.Continuously reassess and be willing to change your strongly held beliefs about sales processes. Stay informed about evolving buyer behaviors and sales technologies.Train sales teams to effectively communicate the cost of inaction to prospects. This includes painting a vivid picture of the negative outcomes of maintaining the status quo.Quote of the Show:“That's what my approach is: get the little victories, initiative by initiative.” - Jerry PharrLinks:LinkedIn: https://www.linkedin.com/in/jerrypharr/ Website: https://www.varicent.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/0Yb1wPzUxyrfR0Dx35ym1A Apple Podcasts: https://podcasts.apple.com/us/podcast/coach2scale-how-modern-leaders-build-a-coaching-culture/id1699901434 Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL2NvYWNoMnNjYWxlLWhvdy1tb2Rlcm4tbGVhZGVycy1idWlsZC1hLWNvYWNoaW5nLWN1bHR1cmU Amazon Music: https://music.amazon.com/podcasts/fd188af6-7c17-4b2e-a0b2-196ecd6fdf77 Podchaser: https://www.podchaser.com/podcasts/coach2scale-how-modern-leaders-5419703 YouTube: https://www.youtube.com/@Coach2Scale CoachEm™ is the first Coaching Execution Platform that integrates deep learning technology to proactively analyze patterns, highlight the "why" behind the data with root causes, and identify the actions that will ultimately improve business results going forward.  These practical coaching recommendations for managers will help their teams drive more deals, bigger deals, faster deals and loyal customers. Built with decades of go-to-market experience, world-renowned data scientists and advanced causal AI/ML technology, CoachEm™ leverages your existing tech stack to increase rep productivity, increase retention, and replicate best practices across your team.Learn more at coachem.io