Every year millions of dollars are invested in sales training – how can you make sales training stick? While it can be difficult to measure their effectiveness, there are methods you can use to maximise the investment.
1. Make sales training stick by making it interactive
We live in an age of short attention spans. Regardless of how well a person speaks, it is difficult to retain information when listening for long periods of time. You can help attendees to retain more information by asking thought-provoking questions and using interactive activities. Role plays are especially useful for testing out new calling scripts or questioning techniques, and can be a lot of fun as well.
2. Make sales training stick by spacing out lessons
Having attended intensive sales training that spanned two to four days at a time, I know personally how hard it is to remember truckloads of information all at once. By spacing out lessons, you can drip-feed ideas that can be implemented immediately.
Furthermore, this principle also applies when educating prospects about your product. Are your sales consultants dumping information, creating paralysis by analysis? Or are they providing just the critical big-picture insights?
3. Make sales training stick by continuously reinforcing it
People learn best through repetition. By reminding your team about their action items, they will be much more likely to apply what they learned. This continuous reinforcement also encourages accountability and goal achievement. Identify just one change at a time, and prompt your consultants to apply it before moving on to the next concept.
Take Action
Make your sales training sessions interactive, spaced out, and continuously reinforced, and you will maximise your return on investment. If you don’t have sales training in place, consider investing in the people who are the face of your company!
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