Frustrated by Disappointing Sales Training Results? Look at What You Do Before, During, and After Sales Training
If you are frustrated by the results of your business sales training investment, you are not alone. Lots of sales leaders feel the same way. Despite investing an average of almost $1,500 per salesperson in sales training per year, our research shows:
That is not the ROI sales managers, sales leaders, sales reps, or sales trainers should expect or accept. Sales training should directly improve sales performance (e.g., revenue, margin, win-rate, cycle time, etc.) along with sales team engagement, sales motivation, and retention. If you want your sales training to actually improve sales performance, here is what to do before, during, and after sales training.
An Often-Skipped Step
Since Sales arguably “owns” the customer, the better they understand the entire customer experience —how the customer is treated by other functions in the company — the more effectively they can serve their clients and be customer centric.
Salespeople need to have a solid grounding in how their sales activities affect other functions in the organization and vice versa. They need to know how their work integrates with other functions like marketing, product management, engineering, manufacturing, research and development, customer service, legal, finance, and technical support both prior to and after the sale.
What to Do to Get Sales Results
Though you know that your sales team cannot hit the ground running unless they have the right level of product knowledge, confidence, and sales competence to help their customers to succeed, how can you ensure that sales training has the desired effect?
Not the Content, But the Process
We believe it is time to re-evaluate the whole solution selling training process. The content of your sales training may be fine; it’s when and how you deliver it that’s the problem. We believe that for training to work you need to begin with Relevance, ensure Practice, and then be accountable for the Impact through measurement and reinforcement.
The Bottom Line
To achieve measurable results from sales training, you must invest the time and energy to treat it like a sales change initiative, not a training event. What is your business case for the changes you seek for your sales force?
To learn more about how to develop and deliver effective sales training, download The 6 Top Reasons Business Sales Training Initiatives Fail
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