Many sales executive wonder why sales training fails to get results. Unfortunately, many sales managers and trainers spend time and effort doing sales training that never deliver bottom line results. We’ll explore the twelve most common reasons why sales training fails and what to do to avoid them. The twelve reasons are:
1. No support. Training is not linked to top management’s mission, goals and priorities.
2. No need. Salespeople do not see a reason to change or don’t feel a need for the training.
3. No Relevance. Salespeople feel the concepts or materials don’t apply to their situation or territory.
4. Distractions. Salespeople are so preoccupied with events outside of the training (i.e. making budget, handling a customer complaint, etc.) that they can’t focus on the training itself.
5. Poor planning. The training isn’t organized and time and resources are poorly used..
6. No Involvement. Training relies on lecture and other passive learning methodologies.
7. No confidence. Salespeople don’t develop enough confidence during the training to try the new approach on the job.
8. No role model. Managers fail to provide a positive role model for the skills and concepts presented. The message is, “do as I say, not as I do.”
9. No reward. Salespeople don’t receive any positive reinforcement or payoff for trying new approaches.
10.No coaching. Salespeople don’t receive coaching on how to handle specific on-the-job situations.
11.No feedback. Salespeople don’t receive feedback about how their efforts impact the result.
12.Task Interference. Salespeople encounter barriers, including lack of time, physical environment, resources, policies and lack of authority as they attempt to use new skills.
Keep these twelve reasons in mind as you prepare for a training event. You can avoid most, if not all with proper planning, preparation, and follow through. For more information on onboarding new salespeople go to:trainingwinnersnow