Is Sales Training Effective?

?The problem with most sales training today is that it’s a canned solution to what is often a complex problem with many moving components.?

Sure, you can argue that there is fundamental training that every sales professional should participate in, like how to prospect or how to close. If you have a sales team, however, it’s not so simple.

To begin with, the goal of any training — sales or otherwise — is to change behaviour.

This can be done in a variety of ways, including introducing new concepts, processes, or tools, or even through self-reflection.

Behaviour, however, is not changed by simply delivering content.

Here are some questions you should consider before ever investing in sales training:

• Does this training address our primary needs? If so, how??
• How can you ensure that your sales team is committed to the training and applies it??
• How will the trainer and content ensure that each individual receives what they need to be more effective?

Since most sales teams consist of a variety of people, all with different skill levels, an off-the-shelf training solution is typically not effective.

First off, a canned solution is often designed to cover all possible gaps, without recognizing differences in skill levels.

If the training does allow more tenured people to opt out, there is often no way of knowing if they possess the skill needed for today’s marketplace.

Lastly, if opting out isn’t possible, you’ll wind up with a group of people, many of whom are not fully committed to participating in the training, because “it’s too junior for them.”

Here’s the reality.

The only way for sales training to be effective is if it designed for your team and your specific needs.

There’s not much on-the-shelf that can do this.

For example, there should be a clear understanding of the skill level (and needs) of those involved.

Any content and exercises should be designed to address your team’s gaps, not cover all bases.

There must be time included for application, with clear measurables to ensure success and methods to provide further coaching.

In my years of training, there has never been a situation where I delivered an off-the-shelf program.

Does that mean more work for me? Sure.

But it also means more meaningful results for the sales team.

Next time you’re considering improving the performance of your team, use the checklist above to be sure what you’re getting will lead to results.

Best,

Shawn

P.S. If you’d like more information on setting clear expectations and measurables for your sales team, check out my latest blog here.

1. If you haven’t already,?subscribe to my newsletter?The?Thursday Thrive?to receive more powerful sales tips and strategies like this one. If you do, you’ll receive a complimentary copy of my “30 Day Sales Action Planner."
2. Looking for more in-depth sales strategies you can work through and apply??Visit my blog?where I publish new posts several times each month.
3. More of a visual person and want to build sales skills that help you sell more, in less time??Visit my YouTube Channel?where I post new videos weekly.
4. Order my latest book?“The Unstoppable Organization.”

Shawn Casemore is an expert in sales, driven by a passion to help business owners, executives and sales leaders accelerate their sales results.

As the author of The Unstoppable Sales Machine (June 2022), and The Unstoppable Organization (2017), Shawn is a recognized authority in accelerating sales growth. His insights can frequently be found online in publications such as Fast Company, Chief Executive, Rain Today and INC magazine.?

To contact Shawn,?click?here.

? Shawn Casemore 2022. All Rights Reserved.