Know Some Misconceptions About Sales Training 


A lack of consensus exists as to when the foundation for current Sales Training was established. One date around which numerous practitioners have rallied is October 1936 when Dale Carnegie initially published How to Win Friends and Influence People.

Since then Dale Carnegie sold fifteen million copies and a lot of people have spent lots of time developing the content and methodology of current Sales Training. The good news is the Sales Training circa 2011 possesses little similarity to the versions of 25 years ago when product pitches ruled the land and closing strategies like the trial close and the puppy dog close were the sophisticated skills of the time.

However time also provides a chance for the development of perceptions. Now, in the case of sales training most of the perceptions are safe. Nevertheless, three often heard troublesome misconceptions are:

1. "We just did it a few years ago thus it's not time to do that again." The need for sales training is already driven by changes in the market not the elapsed time since the previous program. As companies enter new markets, release new products, work on global rivals, and cope with ever changing demands within customer organizations, sales people require help to modify and adapt their skills to the new reality.

Sales training needs to help and it should offer that help now rather than later. Probable negative consequences of postponement consist of decreased revenue to lost accounts to the departure of top performers.

2. "Which program we do does not matter that much. All fundamentally are similar. What really counts is what we do after the program." This perception stays because it is a half-truth. What you do after the program with regards to reinforcement, like sales coaching, is very essential. For that matter, the leadership and communication that occurs before the program also substantially impacts success.

But which program you decide on does matter. The good news is considerable innovation has transpired within the last ten years so the number of sales training options have improved greatly. Today's sales training is not the "same old - same old." Programs differ greatly as to sales best practices, level of modification, and learning methodology. You can make a difference but you should know there is a difference.

3. "Given all our funds priorities we thought it best to postpone it until next year." Given the financial issues of the last couple of years, sales training has frequently been postponed. Sometimes real budget issues existed; thus, postponement was a necessity. On the other hand, in many cases the "we will do it later" notion is based on certain variation of - "it costs too much". The "it cost too much" notion qualifies as a perception since it is one of those compared-to-what propositions.

If you feel that sales training works, and it should not be considered unless you think it does, then many sales training is a bargain when compared to the greater probability of - closing more business, closing better business, or closer business sooner. This perception stays as it's easy to calculate the money saved if you don't do the training - it's difficult to evaluate the money gained if you do.

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