| How do you know if your sales training is | | | | - Follow the sale until delivery of the products or |
| effective? You could look at the bottom line or | | | | services |
| just look around at the behaviors of your sales | | | | - Reconnect with the customer and ask for the |
| force. Taking the later action is probably a quicker | | | | referral |
| and more reliable strategy to determine how truly | | | | Yet, do they do demonstrate these behaviors or |
| effective your sales training really is. | | | | actions constantly and consistently? The answer |
| Most sales training focuses on learning or the | | | | for most businesses is probably not. However, |
| acquisition of new knowledge and skills. This is not | | | | you know from your bottom line, that these |
| a bad thing, but does not usually address the | | | | behaviors or actions are necessary for the |
| critical knowing doing gap that every business and | | | | success of your organization. |
| organization has. | | | | Behaviors or specific sales actions are the |
| The Knowing Doing Gap is the performance Gap | | | | reflection of existing attitudes that originate from |
| between "Knowing Something" or learning and | | | | the foundational belief system within each and |
| "Doing Something" or performance. Too often the | | | | every human being. For it is our beliefs that drive |
| focus on sales training or any type of education | | | | the attitudes demonstrated through the actions or |
| and training is on the question: Do they know it? | | | | behaviors leading to the results. |
| Yet, performance failure is much more often | | | | If you want to receive the most bang for your |
| attributed to the question: Do they want to do it? | | | | buck or your sales training dollars, then make sure |
| Your sales force knows they need to: | | | | you can be very specific about the behaviors or |
| - Update their customer relationship management | | | | actions that expect from those dollars. When you |
| (CRM) system | | | | take the time to clearly articulate those behaviors, |
| - Make necessary contact calls including cold calls | | | | you can better align your sales training to deliver |
| - Schedule appointments | | | | those actions and realize a positive return (ROI) |
| - Complete supporting sales documents | | | | on those limited dollars. |