Do Sales Training Seminars Really Work?
Do Sales Training Seminars Really Work?
Everyone liked Mike. They thought he had great management potential. His sales manager couldn't figure out what was wrong. As a last ditch effort, they asked us to work with him to figure out the problem. When we met, Mike opened up. He said he was nervous on prospecting calls and that he didn't make a good first impression. He could not get follow-up appointments and prospects would rarely return his calls. He was reluctant to discuss this with his manager.
After we administered a assessment, we found that his clients and prospects had similar impressions. He was too friendly, and because of his nervousness with new prospects, started selling too quickly. He would mention only the product features, without understanding needs or developing rapport with his prospects. We developed a plan to work out the problems.
In our coaching sessions we did a lot of role-playing. We even made some calls together. The improvement was dramatic after a few sessions. Mike developed confidence and improved on every call. Mike started to close more new prospects, and three months later was 112% of plan.
This experience helped me to personally recognize the power of one-to-one coaching. Mike's behavior changed because of a few suggestions and our close working relationship. That would have never happened if we had just put Mike into a sales training seminar with eleven other people. Nor would that change have happened if we relied only on his manager to provide coaching. Even though he had a good relationship with his manager, we were able to focus exclusively on Mike, a luxury for most sales managers.
Do seminars really work?
When you are in the classroom with a dozen or more, how much individual attention can you get?
Going to crowded seminars just doesn't work consistently. It's analogous to attending a group golf lesson. Okay, you will get some benefit, but if you could afford private instruction, which would you rather have? Of course, private coaching. The instructor could work on your game 100% of the time.
Unfortunately, in most seminars, learning is geared to the "average" student. That means that some of the information will be valuable, and some of the information is irrelevant. I guess that's why we see some eager faces on some in the classroom, while others are doodling on their notepad. By focusing on the individual rather than a group, you can expect better results.
Sales and Marketing Management magazine found that the average amount spent on sales training for experienced salespeople was $3737 per salesperson in the nineties. Today, I'm sure that figure is low. We've found that many companies are spending big training dollars and are not getting a decent return on that investment. As a matter of fact, MOST COMPANIES DON'T MEASURE THE ROI.
Instead most rely on attitude questionnaires, which measure only trainee satisfaction. Hundred of corporate trainers are telling their boss, "Our people liked the training." Yet the boss is asking, "What result did we get from the training?" We've noticed that most companies have some sales training, however the effectiveness of that training is across the board. In many companies 2-3 months after training, the effect disappears. And for some it goes away in days. People go back to doing things the way they did before the training.
In one study by the Xerox Corporation, they found that without follow-up coaching and reinforcement, as much as EIGHTY-SEVEN PERCENT of the training effect is lost. That's 87 cents of every training dollar. The reason for this loss is that new skills feel uncomfortable and awkward.
Here's a real life example. After most learning, we go through a very awkward period where the new behavior doesn't feel natural and doesn't bring the results quickly. Those who stick with it, usually gain results as the skill feels more comfortable and starts to result in better performance. However, most of us have difficulty with adopting new behaviors, unless we get encouragement and feedback.
Coaching is the only way to keep a new skill reinforced and encourage during this learning dip after the training. Think about it. If you had a coach with you on the golf course or driving range when you were trying to learn that new swing, wouldn't you have a better chance adopting that new skill? With the right coach he or she would encourage you, provide you feedback, and diagnose your problem areas.
Most sales managers aren't doing enough coaching. Some don't have the time, and others simply don't know how. In a study by the NY Sales and Marketing Executives, they found that the number one request of salespeople is that THEIR MANAGERS SPEND MORE TIME WITH THEM. Salespeople want and need feedback, even the star performers on your team.
How the coaching process works . . .
We've developed a system to help salespeople achieve better sales performance. The process starts with an assessment. We gather data from the salesperson, his boss, customers and prospects. After the confidential information is compiled, the salesperson gets a detailed report about his performance from his raters. This feedback helps the salesperson get a reality check about their strengths and weaknesses
We debrief the results together, and then develop an action plan to improve those identified weaknesses. Then the salesperson begins a developmental program. Books, tapes, joint-calls, research or other activities are recommended. One-on-one training combined with self-study may also be used.
After the plan is finalized, the salesperson is mentored for a period of three months. Weekly follow-up calls insure that the salesperson is on track, focused, coached and encouraged. This coaching may be done face-to-face or coaching via telephone, fax, and e-mail.
With this individualized process, the salesperson receives more learning in less time. Learning that is target to the needs of the student. Traditional classroom training normally take days and time off the job.
Do Sales Training Seminars Really Work - To learn more about this author, visit Robert VeVerka's Website.
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Mike had the right credentials, but for some reason, was producing mediocre results. The company tried some of the best training programs on the market, but Mike didn't change. He didn't make quota last year, and they were thinking about dismissing him if he didn't achieve the next quarter's quota.
Everyone liked Mike. They thought he had great management potential. His sales manager couldn't figure out what was wrong. As a last ditch effort, they asked us to work with him to figure out the problem. When we met, Mike opened up. He said he was nervous on prospecting calls and that he didn't make a good first impression. He could not get follow-up appointments and prospects would rarely return his calls. He was reluctant to discuss this with his manager.
After we administered a assessment, we found that his clients and prospects had similar impressions. He was too friendly, and because of his nervousness with new prospects, started selling too quickly. He would mention only the product features, without understanding needs or developing rapport with his prospects. We developed a plan to work out the problems.
In our coaching sessions we did a lot of role-playing. We even made some calls together. The improvement was dramatic after a few sessions. Mike developed confidence and improved on every call. Mike started to close more new prospects, and three months later was 112% of plan.
This experience helped me to personally recognize the power of one-to-one coaching. Mike's behavior changed because of a few suggestions and our close working relationship. That would have never happened if we had just put Mike into a sales training seminar with eleven other people. Nor would that change have happened if we relied only on his manager to provide coaching. Even though he had a good relationship with his manager, we were able to focus exclusively on Mike, a luxury for most sales managers.
Do seminars really work?
When you are in the classroom with a dozen or more, how much individual attention can you get?
Going to crowded seminars just doesn't work consistently. It's analogous to attending a group golf lesson. Okay, you will get some benefit, but if you could afford private instruction, which would you rather have? Of course, private coaching. The instructor could work on your game 100% of the time.
Unfortunately, in most seminars, learning is geared to the "average" student. That means that some of the information will be valuable, and some of the information is irrelevant. I guess that's why we see some eager faces on some in the classroom, while others are doodling on their notepad. By focusing on the individual rather than a group, you can expect better results.
Sales and Marketing Management magazine found that the average amount spent on sales training for experienced salespeople was $3737 per salesperson in the nineties. Today, I'm sure that figure is low. We've found that many companies are spending big training dollars and are not getting a decent return on that investment. As a matter of fact, MOST COMPANIES DON'T MEASURE THE ROI.
Instead most rely on attitude questionnaires, which measure only trainee satisfaction. Hundred of corporate trainers are telling their boss, "Our people liked the training." Yet the boss is asking, "What result did we get from the training?" We've noticed that most companies have some sales training, however the effectiveness of that training is across the board. In many companies 2-3 months after training, the effect disappears. And for some it goes away in days. People go back to doing things the way they did before the training.
In one study by the Xerox Corporation, they found that without follow-up coaching and reinforcement, as much as EIGHTY-SEVEN PERCENT of the training effect is lost. That's 87 cents of every training dollar. The reason for this loss is that new skills feel uncomfortable and awkward.
Here's a real life example. After most learning, we go through a very awkward period where the new behavior doesn't feel natural and doesn't bring the results quickly. Those who stick with it, usually gain results as the skill feels more comfortable and starts to result in better performance. However, most of us have difficulty with adopting new behaviors, unless we get encouragement and feedback.
Coaching is the only way to keep a new skill reinforced and encourage during this learning dip after the training. Think about it. If you had a coach with you on the golf course or driving range when you were trying to learn that new swing, wouldn't you have a better chance adopting that new skill? With the right coach he or she would encourage you, provide you feedback, and diagnose your problem areas.
Most sales managers aren't doing enough coaching. Some don't have the time, and others simply don't know how. In a study by the NY Sales and Marketing Executives, they found that the number one request of salespeople is that THEIR MANAGERS SPEND MORE TIME WITH THEM. Salespeople want and need feedback, even the star performers on your team.
How the coaching process works . . .
We've developed a system to help salespeople achieve better sales performance. The process starts with an assessment. We gather data from the salesperson, his boss, customers and prospects. After the confidential information is compiled, the salesperson gets a detailed report about his performance from his raters. This feedback helps the salesperson get a reality check about their strengths and weaknesses
We debrief the results together, and then develop an action plan to improve those identified weaknesses. Then the salesperson begins a developmental program. Books, tapes, joint-calls, research or other activities are recommended. One-on-one training combined with self-study may also be used.
After the plan is finalized, the salesperson is mentored for a period of three months. Weekly follow-up calls insure that the salesperson is on track, focused, coached and encouraged. This coaching may be done face-to-face or coaching via telephone, fax, and e-mail.
With this individualized process, the salesperson receives more learning in less time. Learning that is target to the needs of the student. Traditional classroom training normally take days and time off the job.
Do Sales Training Seminars Really Work - To learn more about this author, visit Robert VeVerka'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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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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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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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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