Sales Training Fails for a Reason

All pumped up to attend that upcoming sales trainingthousands having taken the program, why did they all
workshop? Maybe a little anxious as it's been a whilenot turn out as effective as the three in the
since you took a course. Expecting good things forvideo?Regrettably, what happens is we get back to
the coin you are shelling out as the company isn'tthe day-to-day sales environment. We know the
paying the freight this time around. Perhaps a tadpressure to produce; the emphasis to close business,
concerned how well you will do, or how tough thewith the stark realization, that failure to do so may
content might be to master. Will it be better than theresult in not being paid.We get to our first
last sales training workshop you attended? Bottomappointment and forget to properly structure our
line - will you improve your sales success uponopening 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 ismisunderstanding, but what were those steps on
not just the financial commitment you or yourhow to respond? If only I could play that video back
company is making; it is the time investment asin my head, or visualize the wall chart at this very
well.I've always looked at sale training as anmoment.The sad reality is that after many sales
opportunity. I'd be surprised if you didn't learntraining programs, there is a lack of reinforcement
something new, or at worst, a forgotten pastand 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 thebeginning. We have all heard, "practice makes
knowledge of others in the class; some may beperfect", well there is a lot of truth to this saying. If
more experienced, or more successful. What makesthere were only one thing you could do to avoid the
them so?You no doubt are aware there is a plethorapitfalls 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 sotook the same course and practice together to
many options out there designed to appeal to yourre-enforce the acquired skills. You could set up
preferred learning style, why do so many salesweekly reviews, or drills, with your Sales Manager or
training programs fail?In most cases, the courseTraining Manager to re-visit the material until it
content is adequate to very good. I cannot recallbecomes second nature? You could commit to a
ever having a facilitator that was not top notch inweekly review of one element of the training
presenting the material. The facilities are generally notprogram you attended. If you are in a corporate
the culprit. So why do so many sales folks think backenvironment, you might suggest you have a formal
on training they have taken and question the returnannual refresher program to hone your skills and
on their investment?In most cases, the shortcomingdiscover nuances of the program you took.Is it
of the program may not be just the program. Letpossible to obtain a better return on training
me explain. Any learning on any topic can only haveprograms? 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 wheresessions is critical to leveraging the initial investment.
the learning requires behavioral change. If you don'tAfter the sales training program, the real work
practice what you have learned, as awkward as itbegins. Changing techniques, modifying behavior and
might feel at first, the longer you go, the less valuehabits, being open to trying your new learnings, will all
you will receive.For a number of years I taught onecontribute to you becoming a more productive and
of the leading programs on the market, many willefficient sales professional.Clayton Shold shares his
know it. It started at Xerox and has moved aboutexperience at SalesDialogue Systems Inc. a company
since. The content, structure, and learningcommitted to assisting sales professionals better
methodologies were, and remain, excellent. It wasunderstand how their internal conversations affects
the first sales training program based on extensivesales success.
empirical research. With literally hundreds of