| All pumped up to attend that upcoming sales training | | | | thousands having taken the program, why did they all |
| workshop? Maybe a little anxious as it's been a while | | | | not turn out as effective as the three in the |
| since you took a course. Expecting good things for | | | | video?Regrettably, what happens is we get back to |
| the coin you are shelling out as the company isn't | | | | the day-to-day sales environment. We know the |
| paying the freight this time around. Perhaps a tad | | | | pressure to produce; the emphasis to close business, |
| concerned how well you will do, or how tough the | | | | with the stark realization, that failure to do so may |
| content might be to master. Will it be better than the | | | | result in not being paid.We get to our first |
| last sales training workshop you attended? Bottom | | | | appointment and forget to properly structure our |
| line - will you improve your sales success upon | | | | opening remarks and establish the agenda. The first |
| completion?These are common anxieties. You have | | | | "concern" comes up and we can identify it as a |
| every reason to wonder about effectiveness. It is | | | | misunderstanding, but what were those steps on |
| not just the financial commitment you or your | | | | how to respond? If only I could play that video back |
| company is making; it is the time investment as | | | | in my head, or visualize the wall chart at this very |
| well.I've always looked at sale training as an | | | | moment.The sad reality is that after many sales |
| opportunity. I'd be surprised if you didn't learn | | | | training programs, there is a lack of reinforcement |
| something new, or at worst, a forgotten past | | | | and coaching necessary to become proficient. The |
| learning is dusted off and put back in the arsenal. | | | | classroom or the video or workbook is just the |
| There is the advantage of benefiting from the | | | | beginning. We have all heard, "practice makes |
| knowledge of others in the class; some may be | | | | perfect", well there is a lot of truth to this saying. If |
| more experienced, or more successful. What makes | | | | there were only one thing you could do to avoid the |
| them so?You no doubt are aware there is a plethora | | | | pitfalls of training this would top of the list.What can |
| of sales training programs in the market place today. | | | | you do to ensure greater sales success and avoid |
| You can attend in person, participate interactively on | | | | "failing"? You could buddy up with someone who |
| the web, and work with a CD or workbook. With so | | | | took the same course and practice together to |
| many options out there designed to appeal to your | | | | re-enforce the acquired skills. You could set up |
| preferred learning style, why do so many sales | | | | weekly reviews, or drills, with your Sales Manager or |
| training programs fail?In most cases, the course | | | | Training Manager to re-visit the material until it |
| content is adequate to very good. I cannot recall | | | | becomes second nature? You could commit to a |
| ever having a facilitator that was not top notch in | | | | weekly review of one element of the training |
| presenting the material. The facilities are generally not | | | | program you attended. If you are in a corporate |
| the culprit. So why do so many sales folks think back | | | | environment, you might suggest you have a formal |
| on training they have taken and question the return | | | | annual refresher program to hone your skills and |
| on their investment?In most cases, the shortcoming | | | | discover nuances of the program you took.Is it |
| of the program may not be just the program. Let | | | | possible to obtain a better return on training |
| me explain. Any learning on any topic can only have | | | | programs? Absolutely. Looking beyond the training |
| impact when put into practice immediately after the | | | | "event" to the recurring sales coaching and practice |
| training has taken place. This is especially true where | | | | sessions is critical to leveraging the initial investment. |
| the learning requires behavioral change. If you don't | | | | After the sales training program, the real work |
| practice what you have learned, as awkward as it | | | | begins. Changing techniques, modifying behavior and |
| might feel at first, the longer you go, the less value | | | | habits, being open to trying your new learnings, will all |
| you will receive.For a number of years I taught one | | | | contribute to you becoming a more productive and |
| of the leading programs on the market, many will | | | | efficient sales professional.Clayton Shold shares his |
| know it. It started at Xerox and has moved about | | | | experience at SalesDialogue Systems Inc. a company |
| since. The content, structure, and learning | | | | committed to assisting sales professionals better |
| methodologies were, and remain, excellent. It was | | | | understand how their internal conversations affects |
| the first sales training program based on extensive | | | | sales success. |
| empirical research. With literally hundreds of | | | | |