In this episode of the Sales Management Minute, you will find out why sales training is a total waste of corporate resources.
I lied. Sales training isn’t a waste of time. It’s a waste of time, resources and corporate dollars. At least, this is most often the case. Before you tune out, let me explain. Do you remember high school science class when your teacher had you use a Bunsen burner to heat a flask of water? It was an experiment on heated atoms. When heat was applied, the atoms went berserk! As soon as the heat was removed, they returned to a static state.
Oftentimes, companies bring in a sales trainer who dazzles for a day. When the sales trainer leaves (i.e. removes the heat), the sales team returns to a static state. In essence, they return to what they were doing before. The missing element is the reinforcement plan. A one-day sales training program, by itself, will not lead to an increase in your sales – although that is the dream of many executives. However, it can (and should) serve as a foundation for the sales manager to focus the team on specific initiatives. Before you hire your next sales trainer, establish clear goals for the session and create your reinforcement plan to ensure the teachings stick.
See you next time on the Sales Management Minute.
AUTHOR: LEE B. SALZ
Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning, best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at lsalz@SalesArchitects.net or 763.416.4321.