A sales training process starts first with a plan. If your sales training does not follow a process, then your training is destined to not have the results you might be expecting.
Before starting any sales training program, here are some questions you should get answered:
• What are the objectives and expected outcomes from the training?
• How will the results be measured?
• Is the expected outcome best achieved with training or should they be addressed through some other means?
• Who is the training for and what is going to be the level of support and involvement by management?
• What are reinforcement techniques that will be used?
• What are the steps being taken to ensure any training delivered has long-term impact and is not seen as a one-time hit?
• How will the training program be introduced to the attendees?
• Will the attendees be held accountable and do they see a reason for the training?
Over the years, I’ve seen too many companies invest significant sums of money and resources into sales training programs only to have them fall far short of the desired outcome. Yes, management gets to check off another thing done on their list of “to do” items, but in so doing, all they’ve done is waste resources.
Use the questions above as a guide to help you understand what it is you want out of a sales training process and most of all remember two things.
Training will not change a company’s culture or a person’s motivation. Both of these are seen too many times as the reason to have a sales training program.
If these are your primary reasons for having a sales training program, then you should really look at having management coaching instead. No sales training process will ever impact long-term either culture or motivation.
The sales training process you develop is key, and before any plans are made, take the time to answer these questions. Doing so will enable you to dramatically increase your sales training ROI and it all starts with the right sales training process.
About the Author
Mark Hunter, The Sales Hunter, is author of “High-Profit Selling: Win the Sale Without Compromising on Price.” He is a consultative selling expert committed to helping individuals and companies identify better prospects and close more profitable sales.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article
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