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Why Most Sales Training Programs Do Not Produce Results

Guest post by: Bob Urichuck

Article Overview: Most sales training programs do not produce lasting results simply because they are “canned”, just like TV laughter. They can be antiquated, ineffective, and not buyer focused. There is a definite need for most sales people, business owners and non-selling professionals to improve their ability to market and sell their products and services. I am referring to such non-selling professionals as consultants, lawyers, doctors, and dentist. There is a problem with a large percentage of sales training in the marketplace today. Just take a look at the end results subsequent to the sales training of yesteryear.

Why Most Sales Training Programs Do Not Produce Results

Most sales training programs do not produce lasting results simply because they are "canned", just like TV laughter. They can be antiquated, ineffective, and not buyer focused. There is a definite need for most sales people, business owners and non-selling professionals to improve their ability to market and sell their products and services. I am referring to such non-selling professionals as consultants, lawyers, doctors, and dentist. There is a problem with a large percentage of sales training in the marketplace today. Just take a look at the end results subsequent to the sales training of yesteryear.

The average sales training is one to three days in length. Statistics have shown that whether it is public or in-house, it will be forgotten within 30 days. Therefore sales training has to be an ongoing process not just a day to three day event.

A common solution for ongoing sales training is to use internal resources and save your money. This can be a great idea or potentially a bad idea depending on the individual's workload. It is good to have an internal resource for ongoing sales training and coaching, but more often than not, there is little time for research, planning, follow-up and re-enforcement. It is unfortunate but many organizations relinquish any sort of ongoing sales training.

Each sales training program has some merit. But sales training can always improve in order to produce maximum ongoing results. Many do not even discuss attitude, behaviour, discipline or personal productivity changes. The focus is purely on traditional or consultative selling methods that no longer work in today's new economy of buyers.

To succeed in today‘s new economy of buyers, sales training must teach you the opposite of selling which is buying. You must learn how to attract, engage and empower buyers to buy.

Empowering buyers to buy is achieved through ongoing sales training which teaches advanced rapport building techniques. These sales training techniques demonstrate how to build trust, how to set ground rules to eliminate surprises and not waste the buyer's time, and effective questioning and listening skills in order to qualify the buyer in terms of specific requirements, budget ratio, and decision making hierarchy. Finally, learn how to summarize all the facts prior to providing the prospect with a prescription or presentation.

Sales training is not about tricks and techniques. Sales training must provide an understanding of human behaviour; an understanding of universal buyers' requirements; and ultimately, an understanding of how buyers buy and how honesty and trust afford lasting relationships and a secondary sales force.

Many organizations today are still caught up in traditional and consultative sales training methods which no longer work with today's new economy of buyers.

To succeed in sales today, you must do the opposite of selling. You must learn how to attract, engage and empower buyers to buy.

Learn How to Execute the Disciplines of Attracting, Engaging and Empowering the "Buyer Focused" Velocity Selling System, to Up Your Bottom Line

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Article Tags: author, sales management training, Sales training, speaker, trainer



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