Why Sales Training Fails and your Options
First and foremost we understand the reasons why training fails, and you should to!
Mistake # 1: Relying on Short term training (Boot camps)
Mistake # 2: Failing to properly evaluate your team identify strengths and weaknesses.
Mistake # 3: Use of “Blanket Training”
Mistake # 4: Relying on “Motivational Training”
Mistake # 1: Relying on Short term training (Boot camps). They result is at best, “knowing” more about a subject – yet they fail to allow participants to actually take “ownership” of the system and strategies! As human beings we are habitual, meaning that our mindsets or belief systems, in this case Sales, Sales Management or Sales Recruiting are developed over time. Regardless of how motivated you may be when leaving a short term boot camp, that short term new found knowledge will not override your routine that has been solidified over years. You may “know” more about a particular subject, however you have not internalized and taken ownership of the material or information.
Mistake # 2: Failing to Evaluate your team to identify individual/group strengths and weaknesses. Without uncovering individual and group sales weaknesses, training is at best, a trial and error approach. Consider for a moment a Doctor who enthusiastically tells you he/she is ready to operate on you. However, they have not even drawn blood, nonetheless taken you through procedures, tests and diagnostics in order to determine the most productive course of action. What would you think? Business Owners:
Mistake # 3: Use of “Blanket Training” An analogy would be a Doctor walking into a room of 30 people who all don’t feel well. Opposed to diagnosing each person’s illness and prescribing a specific medical course of action, he or she writes them all the same prescription..in medicine, this is called malpractice!
Mistake # 4: Relying on “Motivation Training”. Business Owners spend much of their time trying to motivate their sales people into performing at higher levels. At best, they may receive a temporary lift in spirits and perhaps a short term increase in sales. This strategy fails to uncover the individuals’ real “incentive to change” nor does it focus on or change Attitude! We do not believe in the short term boot-camps or motivational programs.
Although the material in many cases is in fact, good stuff – it is critical that you understand the difference between Information and Application. After all, what is the sense in “knowing” more about a particular subject, in particular when in the heat of the moment you know it will not be utilized! Changing Minds to Change Routines As human beings we are habitual, meaning that our mindsets or belief systems, in this case Sales, Sales Management or Sales Recruiting are developed over time Regardless of how motivated you may be when leaving a short term boot camp or motivational program, that short term new found knowledge will not override your routine that has been solidified over years.
The Negative Impact of Boot Camps & Failure to “Take Ownership”
- Management finds themselves going over the same thing with the same people, without a change in mindset, habits, routine or result!
- Inconsistency from one sales rep to another with respect to handling objections, pitching, presenting, qualifying and closing business
- Poor performance, poor execution, poor sales results, turnover and duplication of time, energy and capital investment!