Four Reasons Most Sales Training Fails

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While organizations around the world are spending billions of dollars on training, most of that investment is being wasted. Here’s what you can do to make sure your sales training initiatives add up to long-term results.

Have you ever observed a sales representative during a call and thought, “How can this be the same person who did so well during training? Why aren’t they doing what they were taught?”

They’ve been through the training and learned the skills—intellectually they know what they should do—but now that they’re back on the job, they’ve fallen into old habits and behaviors.

The fact is, this situation is more often the rule than the exception. Data collected by the consulting firm ES Research has shown that 85 to 90 percent of sales training fails to translate into a lasting improvement in productivity.

So what’s keeping the training from moving sales professionals from knowing to doing? Here are 4 of the most common reasons most sales training fails.

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Most economic indicators point to a strengthening economy over the next 12 to 24 months. But is your sales team ready to rise up and reap the benefits of the rebounding economy? Are they able to ask the thought-provoking, forward-thinking questions that create true value- or just describe product and reactively take orders?

If there’s one of thing that the pandemic reinforced, it’s the need for human connection, empathy, understanding and reassurance. The opportunity is there for salespeople to become trusted consultants by solving a customer’s business problems, by listening and asking insightful questions and sharing insights.

Just like consumers who are anxious to get back out there, businesses are loosening up the purse strings and releasing budgets. For leaders who saw sales performance fall off a cliff in 2020, all of this is welcome news. To ramp up sales performance and strengthen your sales pipeline, you have to improve your salespeople’s confidence and ability to be more proactive and drive conversations toward results.

The virtual selling environment accelerated by the pandemic isn’t going away. The digitization and commoditization of buying can be viewed as bad news for salespeople- but it’s also a tremendous opportunity for sales reps that can rise to the occasion by going beyond customers’ immediate pains and needs and emphasizing that human element that buyers still crave.

Join this webinar to learn:
  • How and why developing your salespeople’s confidence and inspiring them to be more proactive is more important than ever
  • The top 3 things sales leaders need to do right now to address these gaps in their salespeople’s capabilities
  • Ways to build trust, rapport and human connection with customers in an increasingly digital world
  • How to navigating the inevitable distractions in virtual selling situations–  and how what worked before won’t do the trick now
  • The #1 driver of sales performance- the role of self-belief, attitude, achievement drive and purpose in sales performance


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