Chapter 4: Beyond the Event: An Overview of a Full Sales Training Solution Including Sales Training Reinforcement
In reality, the “event” is only one piece of what’s necessary to drive the change that leadership expects. Assuming that you will have an instructor-led training (ILT) event as part of your solution (still by far the most popular mode of delivering the initial training thrust), think of your solution in three phases: Before, During and After the ILT event.
You will be surprised at how much upfront work goes into planning a successful sales training initiative. This includes:
• Determining your objectives and needs
• Gaining internal support and funding
• Sourcing providers
• Selecting a provider
• Customizing your solution and training materials
• Ensuring whoever needs to sign off on the training solution is ready, willing and able to do so
• Planning the event logistics, facilities, lodging and travel
• Developing and initiating your change management plan
• Determining how and when you will roll your teams through training and reinforcement
• Preparing your leaders and sales managers to support the change
• Conducting skill or behavioral assessments for participants
• Printing and shipping training materials
• Preparing and delivering pre-work to participants
• Preparing to deploy tools, such as CRM apps, needed to reinforce training
Yes, there’s more than just showing up. Whether you do this personally or delegate the task, you need to ensure that the day goes off without a hitch. This includes ensuring that:
• The facility has adequate Internet connectivity and audio-visual support
• The facility is comfortable for participants
• Meals are prepared and accommodate participants with dietary restrictions
• Materials, trainers and participants arrive on time and at the right place
• Your facilitators are prepared and engaging
• There is time set aside for networking and leisure
• That someone in a leadership capacity is present to set context for the event
Although the classroom experience is only one step, it is very important because it may be a sales person’s first encounter with new expectations and a new way of doing their job.
Here’s where the rubber really hits the road. According to an Aberdeen Research report by Peter Ostrow, Sales Training: Deploying Knowledge, Process and Technology to Consistently Hit Quota, “Best-in-class companies outpace laggards by nearly a two-times factor in providing post-training reinforcement of the best practices commonly learned in classroom-style instructor-led sales education sessions. These firms have learned that long-term success depends on underscoring the best practices in sales training deployments…”
In other words, changing ingrained behavior is a marathon and not a sprint, and includes:
• Reinforcing knowledge
• Practicing key concepts
• Providing coaching and feedback for salespeople
• Demonstrating new applications
• Problem solving
• Deploying support tools
• Holding everyone accountable for the execution of the reinforcement activities
• Ensuring senior leadership continues to actively support the initiative
• Measuring impact and ROI
This comprehensive 62 page eBook will answer every single question you have ever had about sales training.
Included in this guide to sales training methodologies from top training companies - we detail their approach, features, benefits of their sales training programs. Plus templates, budget worksheets, and more - all to help you identify your sales training needs and the right sales training companies to help you.
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