Will Your Sales or Sales Management Training Courses Succeed? Probably Not. Here's Why

Will Your Sales or Sales Management Training Courses Succeed

? Probably Not. Here's Why

Many sales representatives, sales managers and business executives who have spent money on sales and sales management training have been let down with the results. In many cases, after spending tens of thousands of dollars on sales training courses, there was no positive change in behavior or no measurable improvement in sales results.

Most Sales Training Seminars Are A Waste of Money. Here's Why!

The main reason for these costly mistakes is not because of the size of the investment or the skill level of the students, it's because of the methods of the sales training course itself. As reported in Dale's study, the average person forgets 90% of what they hear in a lecture based training program. Yet most sales and sales management training seminars still consist of only courses given around a board room table.

When you think about it, lecture based training is like trying to train a professional baseball team by inviting a "facilitator" to talk to your team about how to play the game and then sending them into competition and expecting them to win. Sounds ridiculous, doesn't it? So why then do so many companies think they can train their sales team by sending them to sales training programs where they only listen to a lecture for a few hours and expect them to be quota busters when they return to their sales territories the next day?

People learn best when the training takes place over time and when a new skill builds on a previous one learned. Think about it. Sales is a process that can be repeated, but no one ever learned to play the violin in one afternoon.

The second reason many sales training courses don't succeed is that the buyer doesn't know what it is exactly that he needs to get out of the training course In other words, they don't have any clear goals or objectives. What is it that you want to accomplish from your sales or sales management training course? Are you experiencing troubles in one specific area of the sales process where you need a concerted effort?

Since no two sales or sales management training programs are created equal, you must know exactly what your goals and objectives are before you buy. You must also know what specific skills you wish to attain by completing the training.

Don't act too quickly however. Don't just concentrate on the symptoms of the issues you must focus on the real problems themselves. For example, is it that you are not making the required number of prospecting calls to be successful, or is it that your prospecting approach itself that needs work? Is one of your problems that you are not asking the right questions in your fact find meetings, or is it that you are not [meeting with the right|are meeting with the wrong] person in the first place?

By knowing why most sales training programs fail, you can avoid the common mistakes before you buy and you can make a wise purchasing decision for you and your sales people.

Aim Higher!

Susan A. Enns, B2B Sales Connections

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