Organizations conduct sales training with the intention of increasing sales revenue. The training is supposed to equip sales people with the requisite knowledge and skills to improve performance. Every year, organizations invest billions of dollars in sales training expecting it to produce measurable results in terms of increased sales. However, not all sales training initiatives achieve the intended goals. What do you think are the reasons? We have come across a few reasons why some of the sales training programs do not achieve the intended objective:
- Organizations train their sales executives only when they are hired and fail to provide ongoing training programs and support for their sales executives. The training that is provided is effective only for a short period of time due to the lack of regular reinforcement programs.
- The goals and expectations of the training program are not clear set when designing a training program. No defined process or method is given that guides sales executives during the selling process. Sales training programs do not focus on building the sales knowledge as much as on selling skills which sales people already have.
- The selling techniques do not match up to the changes in the business environment and take into account market dynamics. The content provided to sales people may be outdated or inadequate focusing only on some parts of the sales cycle.
- The sales people might feel that the training that is provided is not relevant to them and that it does not add any additional value to them in their performance. The training does not provide any guidance to handle multiple tasks involved with sales or to effectively generate leads.
- Some sales trainers may not be capable of effectively engaging and involving sales people resulting in them feeling that training programs are boring, not relevant and a waste of time.
- Including both senior sales personnel and junior sales personnel in the same training program may not achieve the desired objectives. Trainers find it difficult to balance the content that is relevant, motivational and impactful for both experienced and junior staff at the same time.
- Organizations fail to evaluate the effectiveness of the sales training programs after completion of the training session. Evaluation helps organizations to make amendments and improvements to subsequent training programs.
Most sales trainings are not successful either because of a failure in defining learning needs correctly or in failing to address them adequately in the training program. Having defined and measurable goals for the training will ensure that the sales training programs meet their objectives.
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As we know, every organization follows a set of rules and regulations. Employees need to be trained on those rules and regulations to have a basic knowledge of their standards toward the organization and customers. And, they have a clear understanding of what they can do and what they cannot. So, organizations may not be at risk when their employees know about their legal duties.
E-learning is a cost-effective and an easy way to train employees, when compared to the traditional methods of teaching. So, most of the organizationsare using eLearning to fulfill their training needs. The healthcare industry makes extensive use of the online training medium.
Training managers put a lot of effort while rolling out an eLearning project, as it involves many complex tasks.
As an eLearning professional, I often work with many training managers and admire their managerial skills. It involves a lot of work like training needs analysis, collecting content, dealing with Subject-matter Experts (SMEs) and developing the course for the stakeholders and learners.
Every organization needs to use their resources well to meet business goals and enhance productivity. As we know, the pharmaceutical sector is highly regulated and non-compliance to applicable laws and regulatory norms could be costly. So, you have to train your employees about rules, regulations, standards and recommended guidelines to avoid mistakes.
In my last blog, we have seen how E-learning, webinars and Mobile apps can be used to impart product training. In this blog, we will look at some more methods.
E-learning is the continuous process of learning through electronic media. Instructional design is a systematic process of learning, and this learning facilitates achievement of the intended goals. Many think that instructional design is all about using technology, but this is not the case.
“A major challenge we face today, therefore, is to create a desire in people to learn; and to foster and facilitate this desire throughout their lives.”
- Bryn Holmes(Author, eLearning Concepts and Practice, 2006)
One of the most important factors for organizations to succeed in today’s competitive landscape is the speedy launch of new products. The time-to-market of new products is critical to survive and succeed. Furthermore, the life cycles of most products are getting shorter due to rapid advances in technology.
On the other hand, if your sales employees are not rightly trained on your products, they will not deliver the right message to your potential prospects making it a competitor’s gain.
We all have a child in ourselves, energetic, fun loving and having zeal to explore and win games. In this state, we learn the best because our emotional state is very positive and retention of learning will be at the peak.
How do we bring out the kid in ourselves, while learning a new skill or acquiring knowledge?
Introducing new processes and software applications can be quite a daunting task. Employees are not receptive to change and teaching all the details and minute steps can be time consuming. Conducting classroom sessions might not be a very beneficial solution. Learners will need to set aside time from their busy schedules, and often, this might not be feasible. The limited number of facilitators will also slow down the learning process. Facilitators will also need to travel extensively to teach learners spread all across the globe. All these arrangements take up considerable efforts, time and financial resources.