subject: Efficient Sales Force Training Has To Consist Of Sales Coaching [print this page] No one will argue that in today's aggressive business environment; you have got to possess a well trained sales force in order to meet your sales goals. The big question is: what may be the ideal way to train your sales force so that they implement what is trained?
There are numerous options to obtaining sales training. You are able to outsource the sales training or do it yourself. There are numerous advantages and disadvantages to either of those options. If you do it yourself you have much more control over the curriculum and when the training is going to be available.
The method you select is usually not the biggest concern. The biggest issue you face is the execution of the concepts trained within the sales training. Actually, you could consider the classroom component of the sales training is easy. The hard part is following the training.
There is an old saying: "there is a long way between knowing and doing." This would definitely apply towards the training and development of sales people. Most training programs don't include development. Even thought "development" exists in the title of the training department, the development is left out from the actual program.
There is really a difference between training and development. Knowing this distinction is the essential to successful sales force training. Training is whenever you teach a brand new skill to someone. Development is when you're working with someone so they are able to employ the skills they know more successfully. Usually it will fall on the sales manager to perform the development piece. Sales managers are occasionally so strapped for time that they can't fulfill on the role of developing their sales people.
This is why there is really a large waste of sales training dollars. Investing in training devoid of using a development element is like getting a cake with no icing. It's just not as good. Far worse as it relates to sales training because most of the times the sales person will simply revert back to the way they sold prior to the training.
Development of sales people truly is the same as coaching. A person has to be coached to help them break a cycle of behavior. Once new habits are formed from the reinforcement of coaching then, you'll see the new skills being implemented within the field.
Sales coaching can consist of numerous things. They can include "ride a-longs" where the sales manager essentially goes on sales calls with the sales person. They can include reviewing sales calls with the sales person, strategy planning sessions, and numerous other types. The key is definitely the sales person is literally "forced" to use the new skills.
Within the final analysis, you can't have a sales force that's remaining aggressive without sales training and development. And, you need to get the development, which is sales coaching, item in place. If not, you'll find yourself uncompetitive in your marketplace and losing out to your competition.
