Is Your Sales Training Missing These Ingredients?

The last time you went on sales training, were you engaged in the decision? How long was the sale training and/or was the sales training ongoing or was it just the flavor of the month?

When or what day(s) of the week was the sales training delivered - during pay time or no pay time?

Did the sales training take your personal sales needs and learning methods into consideration?

Were you able to apply the sales training methods in the real world? Were you encouraged to return for further sales training or to meet with your sales coach and discuss your experience?

Was the sales training based on sales management objectives?

Were those objectives measurable?

Was there a sales management training supporting the sales training?

Was the sales training or the sales management training customized in any way?

There are millions of sales training programs in the market today. Most are traditional sales training programs and can run from one to five days. However, do you really think they are effective?

When I was in sales I used to attend many one or two day traditional sales training programs. They never took my sales needs into consideration, let alone sales management's needs or objectives. They were not customized and were just "off the shelf" sales programs delivered during normal business hours. Do you think this form of sales training was effective?

Sales training like this may have been effective for the short term, allowing for some external motivation, but in reality it was a waste of money. Why? There are a number of reasons. Firstly, the behaviour of a sales professional cannot be changed overnight, or in one, two or three days. It has to be an ongoing process, with additional sales management training so that the sales manager demonstrates the appropriate behaviour - "monkey see, monkey do".

Sales training should also be customized to accommodate the participant's needs and learning styles; as well as the sales management's needs and objectives. The participant should also be the one engaged in the decision on sales training so that they look forward to participating. They take ownership of the sales training program and allow for customization of sales needs and objectives for the industry and market to which they are selling.

Finally, sales training should not be conducted during times when customers are available. We refer to this as pay time, when commissions can be earned based on revenue generated. There are also times during the week when customers are not available - no pay time. This is the preferred time to conduct sales training especially if you want the best R.O.T.I. - Return On Time Invested.

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


To download your complimentary White Paper "The New Economy of Buyers, Why Traditional and Consultative Selling Methods No Longer Work", visit

Bob Urichuck is a catalyst for constant improvement and a cultivator of human potential as an international professional speaker, trainer and best-selling author, using Singapore, Shanghai, Dubai and Ottawa as his hubs.

His purpose is to inspire, educate and empower people and organizati...

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