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 The content provided to sales people may be outdated or inadequate focusing only on some parts of the sales cycle.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.