A successful company must be innovative and proactive in an environment where the economy is tightening its belt.  Sales training should be pursued in an aggressive manner.  Not as a "one off" commitment, but an on-going process. Sales training that is a one time affair will rarely produce results or have any long term impact on sales performance; however training which occurs over the longer term is likely to see positive results and performance improvement.

A moderate commitment to training over a long period of time will show significant results versus a large commitment that is quickly abandoned.

Sales training is an investment that requires both money and time.

It is commonly accepted that good training is the cornerstone of sales development. While this may hold true, it is not a freestanding component and must be supported over the long term. Although managers understand the value sales training may add to an organisation, what is less understood is the action steps required to translate the training investment to bottom line results.

A pitfall that many mangers face after a sales training seminar or workshop is that the sales team will demonstrate a short term halo effect:  That is, they will be motivated to apply some of the new techniques into their day to day work, or at least have a more enthused view of work.  However, these initial attempts at improving performance quickly fade without ongoing organisational support and reinforcement. Without an holistic approach where Sales Managers provide ongoing support and on the job reinforcement, the desired results from a sales training effort will be lost in a few weeks or months.

The reason that sales training results are so short lived, is that training alone cannot change behaviour.  Instead training provides employees with the outlook, information, and skills which make it possible for them to change.  Ensuring long term behavioural change requires the coordinated effort of effective training, ongoing organisational support, and continuous reinforcement.

Here are some ideas that should be considered by the Sales Manager to support any effective sales training program;

- Performance KPI's on new skills

- On the job coaching

- Practical 'in the field' mentoring

- Regular sales performance reviews

- Allocating time for sales technique practice

- A sales 'buddy' system

- Obtaining feedback from customers on 'sales performance'

- Constant motivation through positive reinforcement

- Sales management ... leading by example

If sales training is viewed as the "quick fix" or the "magic bullet" it can prove to be time consuming and costly, with limited benefit for anyone.  However, with the proper perspective, a well thought out holistic plan and a long term commitment, training can be part of an organisations program for change, delivering substantial revenue and people growth.

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