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