Effective sales training is not a prescription, its a process.
The thing is, that too many companies engaging in external sales training want the watered down version. The problem with watering down the sales training process is that you get diluted results (if any at all). And this is as frustrating for the trainer as it is for the paying client!
If all you need is a motivational session for the sales troops then a one-hit-wonder sales training session fits the bill (think sales kick offs, retreats etc).
But I am routinely approached to conduct sales force optimization, through an arbitrary set of inputs (2 days sales training) and with the output being to increase sales, drive higher conversions, retain sales people and so forth. Bluntly, the input is not aligned to the desired output.
Understanding the customer
and much more…
You see, there are a number of things that need to happen before any training is administered; and then the training that does occur needs to stick! In other words, the external capability (skills and knowledge of the sales trainer) should be left as internal capability after the trainer leaves.
…and that just doesn’t happen after a few days of generic sales training.
I am a big fan of training and development. I just know that when it works it is because the correct process is being followed.
Picture it this way: A surgeon performs an operation following a set of steps in a process that ensures the best end result for the patient. Remove a step or perform just one step in isolation and the patient suffers!
They don’t take shortcuts; and neither should you when it comes to your sales optimization…