Many of us have attended sales training classes or retreats that weren’t very valuable or impactful.  Why is this?  There are several key attributes that sales trainings must incorporate in order to be successful.

They are:

  • Learning relies on self-discovery. Many sales leaders do a good job talking to their sales teams, but not necessarily training them. In order to really learn, sales teams need to come to key concepts on their own. The art of good training lies in fostering that discovery.
  • Practice, practice, practice. Training is about teaching a new skill or behavior, and in order to master that, sales associates need a safe environment to practice what they’ve learned and receive timely, constructive feedback.
  • Training shouldn’t be theoretical. Training should be specific and applicable – sales associates should be able to use what they’d learned right away to achieve better results.
  • Training without process is pointless.  Once trained, sales teams need process to incorporate their new skills into a regular operating cadence. This tactical execution is critical if training is to lead to sustainable, repeatable sales growth.

Sales leaders tend to be great sales performers, as well as great people developers. The best leaders are able to effectively recruit, coach, and inspire. But, most sales leaders do not have the expertise to facilitate great training. And considering the cost of putting on a training event (travel, facilities, curriculum development, lost sales time), this is one area that companies can’t afford to get wrong.

Although training alone does not equate to sales results, a great training platform coupled with excellent recruiting, a well-defined process, and effective leadership is critical to sales success. You can’t produce repeatable revenue without effectively training your sales team.