Sales training rarely creates lasting success without ongoing support from both the management and the salespeople themselves.

Even if your sales team undergo a boot-camp style sales training program that is tailored to your business and your people, it will not come into fruition if they do not apply the strategy and tactics they learned and challenge their status quo. New knowledge, skills, and experiences must be mastered and continuously reinforced for a salesforce to be able to stay on top.

Providing reinforcement is the most crucial part of sales training as it is where the participants must reach outside their comfort zones to try something different and then apply it until it becomes a new routine. It is also the phase where the sales agents will need some live coaching, because they may have some questions and challenges as they use the new-found skills for the first time.

Reinforcement: Ensuring Your Sales Training Count

According to studies, most participants in sales training forget half of what is taught to them within five weeks. This means that all the money, time, and effort invested in the training is wasted – which is not only disadvantageous to the business but could render the salesforce more unproductive than before they undergo the training.

In this day and age where most people have low recall and poor knowledge retention, it is only important to provide our salespeople with the right program which will not only equip them with relevant skills and knowledge but will also help them retain those gains in the long-run. In fact, a study from Ventana Research states that ROI in training quadruples from 22% to 88% when supported by in-field coaching and reinforcement.


Value of Coaching During Reinforcement Training

In separate research from Centre for Management and Organizational Effectiveness, it was revealed that a combination of training plus coaching could lead to an 88% increase in productivity, compared to 23% from training alone.

It is therefore important to involve the right people when providing the salesforce with reinforcement to ensure that the right information is conveyed to them. That is why managers should also be educated and trained first before they can coach their employees on the importance of training. In fact, 46% of sales professional rate “coaching by the sales manager” as one of the most effective ways for reinforcing new sales skills.

Overall, reinforcement is the key to achieve long-term success in any sales training program. As the adage goes, “Learning never stops,” so providing a solid support plan that span months to years should be your top priority if you want to create long-term change and build a top-notch sales team for your business.

To learn more about our Sales Training and Management program, contact Healthy Business Builder today at 1300 833 574 or email us at