Sales training in today’s new economy of buyers will contribute more to your bottom line than any other activity. You will see how sales training will affect budget cutbacks, sales incentives, new product launches and personal growth not to mention significant bottom line improvements.

Let me share with you the story of two different clients in need of sales training. Last August, I was scheduled to conduct some sales training for dissimilar clients: Client A and Client B. Each sales team was having difficulty meeting their sales targets and sales training was identified as a solution to the problem.

Due to budget cuts, Client A’s sales training was postponed until the New Year. Why do suppose their sales training budgets were cut?

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It is important for management to understand that the world revolves around sales. Sales is the bloodline that ensures the survival of every business in the world! Therefore, I ask you, “who cannot afford sales training these days?”

There are no sales, without buyers; there are no transactions, without sales; and there is no revenue, without transactions. It is imperative sales people take part in ongoing sales training and learn how to attract, engage and empower buyers to buy.

Both small business owners and major corporations cannot survive without revenue, and consequently, without any sales revenue there won’t be any jobs. Hence the importance of buyer focused sales training.

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Research has proven that 87% of information acquired during a sales training session will be lost one month later upon completion of the sales training program.

This research was conducted by Huthwaite.

Therefore, 87% of your time allocated to sales training is lost because the acquired knowledge is generally forgotten after 30 days!

What is the solution to this problem as it pertains to sales training?

Avoid investing in one, two, three or more consecutive day sales training programs, whether they are public or in-house.

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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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