How to Improve Sales Training Programs With This One Word

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Many sales training programs are very good. Yet if good was the key criterion why are people still seeking new learning and development courses, seminars and workshops? Why not use the very good program you already have?

The answer to this question lies in this one word – sustainable. For a sales training program to be truly successful, the foundational curriculum needs to be sustainable. Unfortunately, far too many training solutions focus the majority of time on sales skills. When analyzing poor selling results, the real obstacle is poor attitudes and habits.

Sales research suggests almost 50% of all leads are left hanging on the vine to wither and die. Even without extensive education those involved in selling know leads are the source of future revenue. Not following up on leads is truly not an issue of knowledge and skill, but clearly demonstrates poor attitudes and habits.

To achieve sustainability in any education and development initiative requires the participants to answer this question: Do I know it or Do I want to do it? The wanting will always trump the knowing.

Since many corporate learning and development courses are constructed from earlier experiences (beliefs), this becomes the “Achilles” heel. After interviewing and surveying over 1,000 educators and sales professionals, this is how America learns:

Read
Learn it
Test it
Forget it
Move to the next chapter

Sales Coaching Tip: When learning is constructed using this underlying belief system, sustainability is far more difficult to achieve.

To achieve sustainability requires the following:

Shorter learning engagements (Sales Coaching Tip: The brain only absorbs what the butt will endure.)
Opportunities for practice and feedback
Review of all policies and procedures ensuring no conflict with training and development
Participation of all sales managers (Sale Coaching Tip: One Doubting Thomas supervisor can undermine the efforts of the best facilitator.)

Infusing the development of positive attitudes and habits along with the necessary knowledge and sales skills is probably the best way to achieve long term sustainability. By taking this action, your sales training program will also deliver a positive return on your investment.

Chicago Sales Coach Leanne Hoagland Smith helps with sales skills to management development.

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