Many businesses invest in sales coaching programs only to see their investment go down the drain. Far too many companies think that Sales Coaching is a magic pill that can instantly boost their sales team’s performance. However, such kind of thinking can never be so wrong.

This misleading approach in Sales Coaching, along with other mistakes, are the reasons why sales training can be counterproductive. Below are the most common reasons why sales training fails, and how ignoring these failures could impact the bottom line of your business in the long run.

The Top 5 Reasons Why Sales Training Fails

So what can you do to make sure that sales training works?

There are many mistakes companies make in their sales training programs. Fundamentally, the most common is being lured into thinking a particular selling strategy or methodology is the solution. Inevitably, this perspective leads to an over-emphasis on the “what” and giving little or no consideration to the “how”.

Consider these important factors:
  1. Evaluate Your Salespeople. That is, so you know exactly which challenges need to be addressed through sales coaching. Moreover, off-the-shelf training won’t address the real issues if you don’t know what they are!
  2. Invest in 90-days of sales management training and coaching. That is, to help them coach to the content and incorporate Sales DNA into the coaching.
  3. Make sure that the frequency of your training is at minimum twice per month for at least 6 months – or more.
  4. Make sure that the training company and specifically the trainer know how to get your salespeople engaged and committed to change.  This isn’t school, you’re not providing education, you’re investing in training your salespeople to achieve different results than they are getting today.  It’s about change.

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