Many organizations invest in sales training which is wonderful but unfortunately, they do not invest or even consider supporting sales management training.

Sales training will not be effective unless management is onboard. An organization will benefit from efficient use of time and get more “bang for your buck” with supporting sales management training.

Sales training generates valuable changes and improvements in individual attitudes, behaviours, competencies, and disciplines. All these factors lead to bottom line improvements; however, if sales management is not trained on “how to” demonstrate and coach these improved characteristics, then nothing will change.

You have heard it said before – monkey see, monkey do. Sales people look up to sales management and will emulate management’s course of action. If management doesn’t utilize what is acquired from the sales training program, then they defeat the overall purpose of sales training. It becomes a futile investment of time and money.

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Traditional sales training is a waste of time and money because it does not work! In many organizations, sales training is the flavour of the month, with no consistency. Sales training conducted over one, two or three days, in-house or as a public seminar, is really a waste of time and money.

Sure the motivation and a couple of sales training tips may be good for the next 30 -90 days, but if sales training techniques are not implemented within 24-48 hours of learning them, they are forgotten and the sales training becomes a waste of time and money.

Let me acknowledge that sales training can be your best return on time and bottom line results if the sales training is well organized and properly demonstrated. However, most sales training on the market today is antiquated and does not focus on the new economy of buyers, or the actual needs and learning patterns of the sales team.

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Most sales training programs do not produce lasting results simply because they are “canned”, just like TV laughter. They can be antiquated, ineffective, and not buyer focused.

There is a definite need for most sales people, business owners and non-selling professionals to improve their ability to market and sell their products and services. I am referring to such non-selling professionals as consultants, lawyers, doctors, and dentist.

There is a problem with a large percentage of sales training in the marketplace today. Just take a look at the end results subsequent to the sales training of yesteryear.

The average sales training is one to three days in length. Statistics have shown that whether it is public or in-house, it will be forgotten within 30 days. Therefore sales training has to be an ongoing process not just a day to three day event.

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Sales training is the foundation for a successful sales career. However, not all sales training is grounded and there are many factors to consider when selecting a sales training program.

An individual wouldn’t have any direction without sales training. He/she would be wasting his/her own potential and the resources of the company.

Therefore, it is important that the sales training relate not only to the individual’s needs but also to management objectives and their line of business.

Most sales transactions are emotional decisions and not rational ones. It becomes a matter of understanding human behaviour and the better way to interact with buyers.

Sales training should not only address this matter but should relate to either business to business – commercial sales, or business to consumer – retails sales.

Although there are a number of sales training programs covering these areas, they may not be comparable to each other in terms of needs and objectives.

Effective sales training leads to customization, duration, methodologies, adult learning techniques, evaluations and measurements, supportive learning tools, follow-up, re-enforcement and coaching, sales management training, in-house “train-the-trainer” programs, and the list goes on.

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