THE TRAINING GAP

I recently had the opportunity to review a client's sales training and sales process. So the client when asked, would of course respond that they have sales training, they do ride alongs with reps and that they do follow up. But when you actually analyze the nature and quality of the training and the ride along/follow up, you can quickly discern why some/many new sales reps are unsuccessful.

The Training gap:

Overload of information

In a very short period of time new reps become inundated with company information, product information, process information, procedures etc. Information and knowledge does not equate with success. The only way you can prove that someone has learned something is when the behavior is actually demonstrated. The essence of knowledge is that, once having it, you’ve got to use it!

Short Term Results

Sales requirements and targets that are very short term focused and force new reps into trying to "sell" and secure quick results rather than building relationships with customers.

Short Term Training

Training that is done in a discrete period of time like one or two weeks, rather than the concept of on-going training, coaching and mentoring. Managers need to view themselves as coaches, helping develop employees to possess competence and confidence by teaching the appropriate attitudes and behaviors they desire the team members to emulate and follow.

Let me use a sports analogy (my son is an AAA hockey player so we spend a lot of time on this). Sports teams have a training camp at the beginning of each season. Regardless whether you are a rookie or veteran, all attend the training camp to re-establish the sense of team, re-examine strategy and systems and help develop players (akin to that one or two week sales training period). But sports teams are constantly training, coaching and refining, not only before games but even during games (akin to ride alongs and follow ups).

If a new sales rep, or any new employee, with potential, talent and ability fails maybe it is the quality and nature of the trainer, coach and the program.