The Sales Training Illusion: Why Methodologies Don’t Work (And What to Do Instead)

Last Saturday, I responded to a LinkedIn post that asked a simple question: Which sales methodology is better: Challenger or Sandler?

My answer? Neither. But not for the reason you might think.

The Problem No One Talks About

Every year, thousands of sellers get trained in methodologies like Sandler, Challenger, or whatever the next big framework is. Companies spend millions of dollars hoping that if they just install the right system, sales performance will transform.

But let’s be honest, how often does that actually happen?

I’ve been trained in both Sandler and Challenger. I’ve watched sellers go through the motions, take notes, nod along, and then walk out the door saying, “That was nice.” A few might try a new question or approach for a week or two, but most? They go right back to what they were doing before.

Why? Because the system is broken.

Tactics vs. Transformation

Most sales training focuses on what to do.

? Ask this question.

? Challenge in this way.

? Follow this step-by-step process.

But knowing what to do isn’t the same as doing it. And doing it isn’t the same as becoming the kind of person who naturally sells at a high level.

This is why most sales training fails: it teaches tactics instead of transformation.

Instead of focusing on who the seller needs to become, companies obsess over which script they should follow. Instead of developing real awareness and adaptability, they try to force-feed a rigid system.

It’s insanity. Doing the same thing over and over, expecting different results.

The Evolution of Selling

High-level sales isn’t about picking a methodology. It’s about transcending them.

? The best sellers don’t need a script; they are the script.

? They don’t need to be told when to challenge, when to listen, or when to push; they feel it in the moment.

? They don’t just execute a process; they embody a way of selling that creates real impact.

Sales isn’t a formula, it’s a way of being.

The best sellers don’t ask, “Which methodology should I use?”

They ask, “Who do I need to become to create real impact in every conversation?”

Breaking the Cycle

If you’re a seller, stop waiting for the next methodology to “fix” you. Focus on mastering yourself before mastering a framework.

If you’re a sales leader, stop buying training that just recycles old tactics under a new name. Instead, invest in developing self-aware, adaptable sellers who can thrive in any environment.

The future of sales isn’t about picking the best methodology. It’s about evolving past the need for one.

Want to explore what this other perspective might bring?

Check out my book, The ENGAGE Sales System: Helping Sales Professionals Sell More, Sell Faster, and Have Fun - Buy it here

Warning: It’s a different way of thinking and approach, so buyer beware. If you’re looking for more scripts and step-by-step formulas, this isn’t for you. But if you’re ready to rethink sales and make it work for you, it just might change the game.

When did you realize that sales was bigger than just a methodology? Drop your thoughts below.