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Thought of the Week: Stop Wasting Sales Training Money




Stop Wasting Sales Training Money


I applaud those who see sales as a profession and invest time and money into providing training for their teams. However, most of those dollars are wasted. While exposing your sales team to new information and ideas is great, if you don’t have a plan in place to help instill that knowledge so they become actual behaviors, the opportunity to grow will be lost.


The next time you are planning a sales learning event, consider how you will get each participant to identify two or three key takeaways they can use immediately to improve their performance. Then, leverage your sales leaders to record those specific actions and follow up for the next several weeks to ensure each participant is actually doing what they committed to doing. Catch them doing something right and reinforce it. Coach them when they struggle to get them on track.


Sales training is only really impactful when you put what you learned to use. Otherwise it is simply time out of the field to have a box lunch.


I applaud those who see sales as a profession and invest time and money into providing training for their teams. However, most of those dollars are wasted. While exposing your sales team to new information and ideas is great, if you don’t have a plan in place to help instill that knowledge so they become actual behaviors, the opportunity to grow will be lost.


The next time you are planning a sales learning event, consider how you will get each participant to identify two or three key takeaways they can use immediately to improve their performance. Then, leverage your sales leaders to record those specific actions and follow up for the next several weeks to ensure each participant is actually doing what they committed to doing. Catch them doing something right and reinforce it. Coach them when they struggle to get them on track.


Sales training is only really impactful when you put what you learned to use. Otherwise it is simply time out of the field to have a box lunch.

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