I get asked this question a lot: "We've tried sales training before and it didn't really change anything. Why didn't it work?"

It's a common frustration and often explains why companies try it once and don't go back, or why they use a different company every year.  There are three powerful reasons why sales training won't work, and what you can do that will make it work everytime.  To explain why it doesn't work, I recorded this 3-minute video to save you from having to read a long article.

So what can you do to make sure that sales training works?  These are the four most important factors:

1. Evaluate Your Sales Force so that we know exactly which competencies need to be addressed through training.  Canned, off-the-shelf training won't address the real issues if you don't know what they are!
2. Invest in 90-days of sales management training and coaching to help them coach to the content and incorporate Sales DNA into the coaching.
3. Make sure that the frequency of your training is at minimum twice per month for at least 6 months - or more.
4. Make sure that the training company and specifically the trainer know how to get your salespeople engaged and committed to change.  This isn't school, you're not providing education, you're investing in training your salespeople to achieve different results than they are getting today.  It's about change.