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"Again, I can wholeheatedly recommend you to anyone for a seminar or just to learn how to increase sales, I am looking forward to working with you next year."
Mark Smith, Sales Manager, Commercial Real Estate Services, Coldwell Banker
The short answer is “Yes.” The long answer is that sales training can be effective, but only if you have the following components:
Any sales training program will fall short without 100% commitment from the management team. Commitment does not mean supporting from afar. It means implementing the training, promoting it, reinforcing the material, and holding others accountable to the process.
You can’t have sales force buy in without having management commitment. The problem is that many sales people are skeptical of sales training programs because they view it as the “flavor of the month.” If you want to get your sales force to buy-in… it starts with you!
You don’t expect to lose 10 pounds after one thirty minute workout. Why? Because you understand that in order to get the results you desire, you have to go through the process and constantly develop muscle. The same concept applies to sales training. Sales training without on-going reinforcement won’t produce the results you want for an extended period of time. Let’s be honest, if getting your sales people to change was that easy, you probably wouldn’t be reading this right now!
We’ve all left a sales seminar feeling motivated and ready to take on the world. Chances are, after a day or two that feeling went away and it was back to business as usual. Let’s be honest, how many of us can really change something we’ve been doing 5, 10, 15 years after going to a 2-hour seminar? Not many of us.
What these and many other sales training programs lack is reinforcement; which is the key to any successful sales training program. With that said, we provide on-going reinforcement through a combination of group classes, one-on-one training, and self-paced learning. This combination helps to create incremental change that results in new behaviors and better outcomes -quicker, easier, and more sales.
Everybody’s idea of success is different. Before implementing a sales training program, get a clear idea of what success would look like. Don’t just say you want to increase sales… everybody wants to do that. Get a clear idea… We want to increase new sales by 10% in the first 180 days; which would mean adding X amount of dollars to our bottom line. Or, we would like to retain 5% more of our current customers; which would mean….. It may not even be something financial, it could be that you want to reduce turnover by 8%. Without a clear idea of what success would look like, it’s hard to measure the return on investment.