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