Video: Still Fails Module
Still Fails Module
Nearly 10 years ago, The Sales Board published a groundbreaking white paper online, “90 Percent of Sales Training Fails”. It discusses the key reasons why most attempts at training salespeople don’t produce bottom-line improvements in sales performance.
Since then most companies that implement sales training programs have added training reinforcement in an effort to shore up this problem. Well that still isn’t enough. Recent industry analysis shows that 90% of sales training still fails. Let’s talk about how 9 out of 10 companies that implement sales training still can’t seem to get this right.
There are six primary reasons for this failure. First, you can’t reinforce what you can’t see. Poorly documented training content can’t be easily reinforced, so look for a sales process that is highly visual, uses fundamental language that everyone can understand and is extremely logical.
Second, if the sales methodology doesn’t include the buyer’s decision-making process it won’t hold up in the real world and sales people need to be able to apply the methodology in practical day-to-day situations or it won’t stick. Exclude the buyer and the stickiness of training goes away.
The third major reason for failure of sales training is because most sales forces today have multiple steps in their sales cycle. Sales training needs to be applied to every step, stage or milestone in your cell cycle or it will be used inconsistently and quickly fail.
Fourth, everyone talks a big game when it comes to measurement of learning, but most of these so-called measurements are merely surveys. Very few training programs have validated assessments for measuring learning, the application of learning in the field and the quantity of performance change.
The fifth major reason for sales training failure occurs when sales managers don’t embrace the selling skills program. If this happens you have little chance for success.
The training must position managers as coaches and Sales Coach Training must be integrated with the sales training program. It can’t be an afterthought.
Finally, if sales people don’t buy into the training you’ll never see a return on your investment. They need to love learning it and love using it. Make training fun and install sales training that produces results. Because 90% still fail, find the 10 percent that has what it takes to win.
That’s Action Selling of course!