Have you ever wondered about how effective sales training really is or why people invest in sales training courses? As you can imagine there are a whole range of reasons:
Each of these reasons are valid ones and more besides. Salespeople, like all other professionals require training. If for example you were a Certified Financial Planner in the US, at a minimum you would be required to undergo 15 hours of training per year to retain your certification. Solicitors, doctors and other professionals all have their own training requirements, simply to keep abreast of their industries.
Why would salespeople be any different? A lot of salespeople are responsible for far more revenue generation than their professional counterparts and are paid substantially more to achieve them. One might argue that salespeople receive product training which would equate to their professional counterpart’s training, but product training in itself is not sufficient to keep salespeople ahead of the posse.
Sales training courses are not product training courses, let’s not confuse these two objectives.
Another argument is that selling is like riding a bicycle, once you have mastered it you can go forever. But this argument doesn’t hold through. Selling is as much a science as it is an art and the science of selling shifts because the science of how people buy is shifting and understanding the science of how people buy is part of sales training.
That is not to say that all sales training is worthwhile. There must be business objectives and the sales training initiative must be designed to meet those business objectives, such as:
Sales training courses can be effective and productive once they are matched to the selling organisation’s business objectives.