The 4 Buckets for Sales Training that Deliver a Positive Return on Investment
The 4 Buckets for Sales Training that Deliver a Positive Return on Investment
Years ago one of my coaches (David Herdlinger) put together a simple quadrant diagram that he called the KASH Box to show why so many efforts to improve individual behaviors (a.k.a. performance) fail. Research suggests up to 90% or even more of any training intervention fails to deliver positive return on investment.
Take a piece of paper, draw a large square and separate it into 4 quadrants. In the upper left one, place the letter K for Knowledge. Below that in the lower left quadrant, write the letter S. On the right side, in the lower corner, place the letter H and in the upper right hand quadrant write the letter A.
After his presentation, I recognized the purpose of training was to hold sustainable change as was the purpose of the original cash boxes. So I modified his box by including a rectangle directly below the bottom two quadrants. I labeled this rectangle the Sustainable Change KASH Drawer.
What I know to be true as an experienced sales professional, trainer and a trained and degreed instructional designer (someone who knows how to write training programs and curriculum) is the real question to be asked is not if the participants know something, but rather do they want to do it?
For example, research suggests almost 50% of all sales leads are not followed up and left to wither on the vine. Additionally, 80% of all sales are earned (a.k.a. closed) between the 5th and 12th contacts. Most salespersons know that leads are the beginning of the sales process and that follow-up is critical to earning the sale. So the issue here is not more training to hone existing sales skills, but rather a focus on developing the necessary attitudes (beliefs) and habits (behaviors). Yet, most sales training is based upon knowledge and skills with very little emphasis on attitudes and habits.
If you want your sales training to deliver more bang for the buck, so to speak, then reassess your curriculum. Include how to develop positive attitudes and habits as you look to improve specific sales skills. Again, remember to ask yourself this simple, but important question specific to what buckets you are placing your efforts:
Is the inability to increase sales due to a lack of knowledge and skills (Do they know it?) or because of poor attitudes and habits (Do they want to do it?)?
The 4 Buckets for Sales Training that Deliver a Positive Return on Investment - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Sales are a continual process of acquiring knowledge (learning) and applying knowledge (performance). I realized this once again as I was reading a variety of posts as seasoned sales professionals shared their thoughts about how to help a new sales representative. As I glanced through the numerous top three to five recommendations to improve the sales approach or increase sales, I saw each could be placed in one of four buckets.
- Knowledge
- Skills
- Attitudes
- Habits
Years ago one of my coaches (David Herdlinger) put together a simple quadrant diagram that he called the KASH Box to show why so many efforts to improve individual behaviors (a.k.a. performance) fail. Research suggests up to 90% or even more of any training intervention fails to deliver positive return on investment.
Take a piece of paper, draw a large square and separate it into 4 quadrants. In the upper left one, place the letter K for Knowledge. Below that in the lower left quadrant, write the letter S. On the right side, in the lower corner, place the letter H and in the upper right hand quadrant write the letter A.
After his presentation, I recognized the purpose of training was to hold sustainable change as was the purpose of the original cash boxes. So I modified his box by including a rectangle directly below the bottom two quadrants. I labeled this rectangle the Sustainable Change KASH Drawer.
What I know to be true as an experienced sales professional, trainer and a trained and degreed instructional designer (someone who knows how to write training programs and curriculum) is the real question to be asked is not if the participants know something, but rather do they want to do it?
For example, research suggests almost 50% of all sales leads are not followed up and left to wither on the vine. Additionally, 80% of all sales are earned (a.k.a. closed) between the 5th and 12th contacts. Most salespersons know that leads are the beginning of the sales process and that follow-up is critical to earning the sale. So the issue here is not more training to hone existing sales skills, but rather a focus on developing the necessary attitudes (beliefs) and habits (behaviors). Yet, most sales training is based upon knowledge and skills with very little emphasis on attitudes and habits.
If you want your sales training to deliver more bang for the buck, so to speak, then reassess your curriculum. Include how to develop positive attitudes and habits as you look to improve specific sales skills. Again, remember to ask yourself this simple, but important question specific to what buckets you are placing your efforts:
Is the inability to increase sales due to a lack of knowledge and skills (Do they know it?) or because of poor attitudes and habits (Do they want to do it?)?
The 4 Buckets for Sales Training that Deliver a Positive Return on Investment - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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