How to succeed in your career


Sales Training Fails for a Reason

All pumped up to attend that upcoming saleshundreds of thousands having taken the
training workshop? Maybe a little anxious asprogram, why did they all not turn out as
it's been a while since you took a course.effective as the three in the
Expecting good things for the coin you arevideo?Regrettably, what happens is we get
shelling out as the company isn't paying theback to the day-to-day sales environment. We
freight this time around. Perhaps a tadknow the pressure to produce; the emphasis to
concerned how well you will do, or how toughclose business, with the stark realization,
the content might be to master. Will it bethat failure to do so may result in not being
better than the last sales training workshoppaid.We get to our first appointment and
you attended? Bottom line - will you improveforget to properly structure our opening
your sales success upon completion?These areremarks and establish the agenda. The first
common anxieties. You have every reason to"concern" comes up and we can identify it as
wonder about effectiveness. It is not justa misunderstanding, but what were those steps
the financial commitment you or your companyon how to respond? If only I could play that
is making; it is the time investment asvideo back in my head, or visualize the wall
well.I've always looked at sale training aschart at this very moment.The sad reality is
an opportunity. I'd be surprised if youthat after many sales training programs,
didn't learn something new, or at worst, athere is a lack of reinforcement and coaching
forgotten past learning is dusted off and putnecessary to become proficient. The classroom
back in the arsenal. There is the advantageor the video or workbook is just the
of benefiting from the knowledge of others inbeginning. We have all heard, "practice makes
the class; some may be more experienced, orperfect", well there is a lot of truth to
more successful. What makes them so?You nothis saying. If there were only one thing
doubt are aware there is a plethora of salesyou could do to avoid the pitfalls of
training programs in the market place today.training this would top of the list.What can
You can attend in person, participateyou do to ensure greater sales success and
interactively on the web, and work with a CDavoid "failing"? You could buddy up with
or workbook. With so many options out theresomeone who took the same course and practice
designed to appeal to your preferred learningtogether to re-enforce the acquired skills.
style, why do so many sales training programsYou could set up weekly reviews, or drills,
fail?In most cases, the course content iswith your Sales Manager or Training Manager
adequate to very good. I cannot recall everto re-visit the material until it becomes
having a facilitator that was not top notchsecond nature? You could commit to a weekly
in presenting the material. The facilitiesreview of one element of the training program
are generally not the culprit. So why do soyou attended. If you are in a corporate
many sales folks think back on training theyenvironment, you might suggest you have a
have taken and question the return on theirformal annual refresher program to hone your
investment?In most cases, the shortcoming ofskills and discover nuances of the program
the program may not be just the program. Letyou took.Is it possible to obtain a better
me explain. Any learning on any topic canreturn on training programs? Absolutely.
only have impact when put into practiceLooking beyond the training "event" to the
immediately after the training has takenrecurring sales coaching and practice
place. This is especially true where thesessions is critical to leveraging the
learning requires behavioral change. If youinitial investment. After the sales training
don't practice what you have learned, asprogram, the real work begins. Changing
awkward as it might feel at first, the longertechniques, modifying behavior and habits,
you go, the less value you will receive.For abeing open to trying your new learnings, will
number of years I taught one of the leadingall contribute to you becoming a more
programs on the market, many will know it. Itproductive and efficient sales
started at Xerox and has moved about since.professional.Clayton Shold shares his
The content, structure, and learningexperience at SalesDialogue Systems Inc. a
methodologies were, and remain, excellent. Itcompany committed to assisting sales
was the first sales training program based onprofessionals better understand how their
extensive empirical research. With literallyinternal conversations affects sales success.



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