It doesn't matter who the sales trainer is.
It doesn't matter what the content is.
It doesn't matter what the subject is, but let's choose making cold calls for appointments.
It doesn't matter which sales process is being introduced, but let's assume it's a simple one.
It doesn't matter which sales methodology is being taught, but let's assume it's a good one.
It does't matter how long the training program lasted, but let's assume it's a full day.
Belief - Most believe that after a day of comprehensive training, salespeople will have the understanding, tools and experience to get on the phone, go out in the field, use what they learned and be effective.
Reality - After a day of training, salespeople still have the old, worn-out, ineffective approach down cold. It's muscle memory. The new approach (even if they took notes and practiced it during training, even if the approach is highly effective, time-tested and proven) is as strange to them as the thought of eating monkey brains for dinner. They're still using a modified version of their old approach rather than a modified version of the new approach. They are definitely not using the new approach as taught.
Most people don't understand that effective sales training isn't about what is being taught. Most sales trainers don't even understand what they must do to achieve results. Before your salespeople will make wholesale changes, several things must occur.
The first group of events are salesperson-facing and related to the sales force evaluation:
- They must have their sales assessment results to fully understand the skill gaps need to be filled, the sales weaknesses they have, and how those issues are affecting their sales calls.
- They must know how much better they can become, how much more revenue they can generate and how much more money they can earn by making the necessary changes.
- They must be trainable (incentive to change) and coachable (not resistant to change).