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How to Achieve Your Desired Training Outcomes


When your company invests in sales training or sales management training, what is your desired training outcome? Do you simply want to expose your salespeople and sales managers to new skills and concepts? Or, do you want to change how your salespeople and sales managers perform their day-to-day activities? In other words, do you want to change their behavior?

Sitting in a class for a couple of hours or days is a good way to expose salespeople and sales managers to new skills and concepts. However, new skills often feel strange and uncomfortable. Many salespeople and sales managers worry that attempting to use the new skills with real, live prospects or customers will cost them sales and hard-won credibility. So, they abandon the new skills and continue to rely on "old" behaviors that are more comfortable for them.


What is required to accomplish lasting Behavioral Change?

Here is the process we recommend, teach, and help our clients implement:

  1. The desired changes must become part of management's daily dialogue with salespeople and sales support personnel. This shows that management is serious about implementing the changes. (It's not just "the flavor of the month.")

  2. Sales managers must learn how to help their salespeople become comfortable executing the new approaches. This means they need to become proficient in the new skills themselves and be prepared to oversee frequent practice sessions for their salespeople.

  3. Salespeople are trained in the new approaches. This training can be delivered in person or via webinars/teleconferences.

  4. Sales training skills and concepts are repeatedly practiced by salespeople until they become second nature. This is accomplished through role plays and other interactive training activities.

  5. Sales managers hold their salespeople accountable for using the new approaches. They make it clear that these are NOT OPTIONAL activities!

  6. Sales managers consistently and repeatedly inspect their salespeople's activities to confirm they are actively applying the new approaches.


What is our role in the training process?

That's really up to you! We will take responsibility for as much or as little of the work as you wish. With that said, here are some of the key components of many of our sales and sales management training engagements:

1. Determining Training Priorities

The process usually begins with a discussion to determine the prioritized objectives of the training project. While training content can be completely customized, it often includes selected topics from our consultative sales and sales management training products.

If you click the following link you will see a table of contents for our home study course for business owners, executives and sales managers. It provides a master list of sales and sales management topics that we are very comfortable addressing. Which of these topics are your training priorities?

2. Assessing Training Participants

You may want to assess your salespeople to determine each individual's unique strengths and weaknesses. This information can be extremely valuable in both hiring and training situations.

Click the following link if you would like to learn more about our very comprehensive and specialized sales assessments tests.

3. Developing Training Tools

Depending on the kind of training that will be delivered, it can be beneficial to develop customized tools in advance of the training and train salespeople to use the tools effectively. A good example is Get Dangerous Quickly™ documents, which are used to teach salespeople how to identify and qualify opportunities for specific products and services.

4. Delivering Training

The next step is delivering the sales and/or sales management training. This can be done via live, in-person sessions. However, a more affordable approach may be to deliver the training via webinars or teleconferences.

5. Assisting with Post-Training Repetition and Reinforcement

After the initial training has been completed, there are several ways we can work together to create the repetition and reinforcement necessary to truly ingrain key training concepts and accomplish desired behavioral changes. These include:

  • Follow-Up Training and Practice Sessions: We will be pleased to train your sales managers to manage these very necessary activities. Or, we can participate in some or all of the follow-up training and practice sessions in a very cost-effective manner (via webinars and/or teleconferences).

  • Consultative Selling Products: We offer a variety of products ranging from books and audio programs to a comprehensive Home Study Course. All of our products are designed to provide step-by-step instructions for accomplishing key sales and sales management objectives. For more information, visit our consultative sales and sales management training products page.

  • Membership Website: Our 80/20 Sales Leader membership website provides a comprehensive array of sales and sales management resources, including articles, audio recordings, transcripts, recorded webinars and videos. Plus, membership provides salespeople and sales managers with access to monthly Open Q&A Calls and monthly Guest Expert Calls. There is even a membership that enables your salespeople and sales managers to have personal consultations each month with one of our consultative selling experts.


Schedule a No-Obligation Telephone Appointment

If you feel our approach to consultative sales and sales management training may be the right fit for you, give us a call on or send us an e-mail. We will be happy to schedule a no-obligation telephone appointment to discuss your company's specific situation!