Feeling Disappointed by Ineffective Sales Training? Try These 5 Proven Strategies

Are you tired of investing in sales training programs or outside consultants that fall short of your expectations? You're not alone. While investing in the development of your sales team is crucial for the growth of your business, it can be frustrating when the training doesn't deliver the desired results.

In this article, we'll explore the elephant in the room when it comes to hiring outside help to make your sales team better. Less than 50% of sellers make quota and sales turnover is 3x that of other professions. It's easy to conclude the vast majority of sellers need to get better.

You know it, I know it, your managers know it, so why do you hesitate to go get the help to make them more effective? I'll bet you can find a reason or 2 below.

How many of the reasons below have you experienced?

1. Lack of results or improvement in sales performance: One of the primary reasons companies hire sales trainers or consultants is to improve closing rates, increase the average sale, decrease sales cycle times or acquire more new business. If the trainer or consultant does not deliver tangible results, the company may feel frustrated and disappointed.
2. Insufficient training materials or resources: Some sales trainers or consultants may not provide sufficient materials or resources to support the training, which can make it difficult for the sales team to retain and apply the new knowledge and skills.
3. Ineffective training techniques or delivery: The trainer or consultant may use ineffective training techniques or deliver the training in a way that is not engaging or meaningful to the sales team.
4. Lack of follow-up or ongoing support: Many sales trainers or consultants offer only a one-time training session, with no follow-up or ongoing support to help the sales team apply the new knowledge and skills in their daily work.

The old days of 1 day trainings every quarter have been proven not to work for learners.

1. Lack of customization or relevance to the company's needs: The trainer or consultant may not tailor the training to the specific needs and goals of the company, leading to a lack of relevance and impact on the sales team.
2. Insufficient time allocated for training: Companies may allocate insufficient time for the training, making it difficult for the sales team to fully absorb and apply the new knowledge and skills. A 1-day training to make them better closers just won't work.
3. Lack of buy-in or engagement from the sales team: The sales team may not be fully engaged in the training, leading to a lack of buy-in and follow-through on the new knowledge and skills.
4. Insufficient training for management or leadership: The trainer or consultant may not provide sufficient training for management or leadership, leading to a lack of support for the sales team in implementing the new knowledge and skills.

5. Lack of clear goals or objectives: The trainer or consultant may not have clear goals or objectives for the training, making it difficult for the company to measure the impact and effectiveness of the training.

6. High cost: The cost of hiring a sales trainer or consultant may be too high for the company, leading to frustration if the training does not deliver a sufficient return on investment. It can certainly feel this way when you have to fight your CFO for each dollar.

As a company, RevHeat focuses on improving the effectiveness of sales organizations, I understand how frustrating it can be when a training program doesn't live up to expectations and deliver the desired results.

I've seen firsthand the many challenges that companies face when implementing new knowledge and skills, and I empathize with your frustration and disappoint. However, I also know that there are steps that companies can take to increase the chances of a successful training experience in the future.

1. Ensure sales manager commitment: It's important that sales managers and leadership understand their role in the success of the program before embarking on a training initiative. This can help ensure that the training is integrated into daily work routines and supported by management.
2. Start with a science-based evaluation of the team: Before choosing a trainer or consultant, it's important to understand the specific needs and goals of your sales team. This can identify areas for improvement and customize the training to the team's needs. If it isn't an evaluation comparing your team a large pool of sellers it ain't science.
3. Adopt a "slow is smooth, smooth is fast" mentality: Rather than trying to implement too many new techniques or strategies at once, it's important to take a gradual and systematic approach to training and change management. This can help ensure that the sales team has the time and support to fully absorb and apply the new knowledge and skills.
4. Begin with the end in mind: It's important to have clear goals and objectives for the training and to measure the ROI (return on investment) of the initiative. This can help ensure that the training is targeted, relevant, and impactful for the sales team.
5. Focus on behavior change management: In addition to providing new knowledge and skills, it's important to focus on how to effectively change the behavior of the sales team in order to sustain long-term improvements in performance. This can involve providing ongoing support and coaching to help the sales team apply the new knowledge and skills in their daily work.

Investing in the development of your sales team is crucial for the growth and success of your business. To ensure a successful training experience, commit to the initiative, conduct a science-based evaluation of the team, adopt a gradual and systematic approach to change management, and focus on behavior change.

These strategies will increase the chances of a successful training program and maximize the impact of your investment. Follow these actions and you won't be disappointed. Contact me to learn more and get started.

Ken Lundin is the Founder and President of RevHeat an international sales effectiveness improvement company and the creator of the Revenue Acceleration Roadmap. He is also a father of 3, gym junkie and appreciates a good glass of Staglin Family Vineyards Cabernet or MacAllan Scotch.

Are you looking to grow your company's market share? Let the experts at RevHeat help. As an international sales effectiveness improvement company, we have helped companies grow from $98 to $420 million in only 3 years using our Sales Alpha Roadmap??, and with our 100% money-back guarantee, you have nothing to lose. Send me a message today to learn more about how we can help your business succeed.