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Where do you send your sales reps for training?
Where do you send your reps to train? Do you have an online program? Do you have a corporate headquartes where you send them to train? Do you send them out with a traveling salesman? Where do you send your reps?
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8 Answers
Tom, after submitting my last post, it occurred to me that I should clarify my advice regarding “generic” sales solutions...
Many sales solutions providers function from the premise of a preexisting model. That is, these services sell their methodology as a generic solution (though they wont identify it as such) – it is the same methodology they sell to ALL of their clients. They call their services “tailored,” which means they speak about their processes using terms from your industry and/or of your company. The most egregious among these service providers are those who promise sales improvement without knowing anything about you. I am not saying that you can’t derive some benefit from using these services. I would question the long-term and overall value that they offer.
A common problem with these services is “adoption,” also known as “transfer,” which amounts to a failure of the solution to sustain its effectiveness. Of course, a sales solutions provider can only be responsible for so much, which is part of my point (a “you get what you pay for” line of reasoning). Many of those who invest in a sales solution are not sales experts. This is particularly true in smaller companies. These individuals trust the service provider to understand their needs (as is reasonable for them to do) and to deliver the necessary solution, which involves addressing related issues.
Since many of those investing in the sales services do not know how to select a provider, their rationale for choosing a service can be subjectively based: the “like” or “dislike” of a provider follows from personal predilections—often irrelevant factors (such as, “I like their website”)—and not in-line with valuations that best serve identification of a suitable service provider.
CLARIFICATION:
Sales solutions companies/services may function from preexisting models or methodologies in order to differentiate themselves from their competition. These differentiators can be important to a client. However, the creative problem-solving that is often required in order to provide a client with a completely relevant solution is delimited by generic, template-based services, and, therefore, such solutions are not the most objective, creative, comprehensive, effective… solutions available.
(Generally, template-based services exist more for the convenience and benefit of the provider than for the client. Ideally, templates should be created for the resolution a client issue. This requires more work on behalf of the service provider and, logically, may account for why many services providers do not base their offerings on a tabula rasa approach/paradigm. We cannot fault them for that.
Note: The last statistic on the adoption/transfer issue that I read claimed that 80+% of sales training loses its impact within 120 days from completion of training.
Thank you, Michael, for the good word – it means a lot given my regard for you and Tribal Knowledge TV.
Steve | The Sales Standard
Great question.
What do you want to train them on? We recognize three types of sales training:
Product training.
Soft-skills/sales skills training.
Knowledge-sharing with other members of the sales force.
Product training is regularly held at a high, introductory level whenever there is a sales kick-off meeting or other, large, get-together kind of event. This would be supplemented by bi-weekly or monthly training given via a webinar. This would be more detailed, and, ideally, would offer sales teams some indication of relevant competitor information, differentiators, key messages, talking points etc.
Soft skills training is often held as an extension to an existing meeting, often for smaller groups, with different levels of skill sets. Often, more experienced sales people will teach the less experienced ones. These sessions can be held at a single location (corporate offices are generally discouraged as there are too many distractions. Sure, smart phones and wifi can deliver plentiful distractions anyway but why make life more difficult?), perhaps a hotel conference room, and are often done on a regional basis. Some companies will provide this to a sales person once a year. You are lucky if you get more than that.
Knowledge-sharing happens on an ad-hoc basis. There are all sorts of solutions for this including the likes of Salesforce.com, Microsoft Dynamics, and instant messaging. One of the biggest challenges, here, is to capture valuable content from top performers who are probably too busy being top performers to devote time to coaching their colleagues. Companies need to adopt ways to capture those top performing sales skills in a time-efficient and cost-effective manner, and then serve up those nuggets to the right people, at the right time in the sales cycle, and in the right format (document, deck, brochure etc).
Hope this helps.
Tom –
Michael’s question asks what needs to be answered in order for you to have your answer. Training solutions vary. Michael cites all of the major areas that you’ll want your reps well versed in.
I would add: avoid generic sales solutions. Presumably, you are a unique company and care to differentiate yourself from competition. In order to maximize the return on your investment in your sales team, demand no less than a solution created for—not merely “tailored” to—your business.
Additionally, IF appropriate, consider advanced sales training. Of course, your team needs to know the basics, but, since basic sales skills are insufficient for winning Fortune-sized clients, you might want to equip your reps with training that will pay greater dividends.
Steve | The Sales Standard
Steve raises a very good point. Depending on the make-up and mix of sales people currently on your team, as well as your selling environment, industry, product etc., the more detailed aspects of training location and requirements will need to be tweaked. Steve has considerable expertise in this area.
Regards
Mike
Tom, the first thing which comes to mind is this: If you're smart, you don't send them anywhere - you have the sales-development/training company come to *you*.
My approach to sales training is to get to know the people with whom I'll be working to create a plan - this is Aegis' approach to training; we create a workable sales plan with real-world data and current prospects while teaching tools developed for 21st century business tactics.
Best,
-Will
Hi Tom,
The answer really depends on the business objective you have and what skills you're trying to develop to support it.
Yesterday I received a call from a software company that was told they absolutely had to work with us. When I asked what gaps they see in their sales force, they couldn’t answer. When I asked what business objectives they’re trying to impact, they weren’t sure. Without this information, no sales training program can be successful because there is no specific business objective.
Before you choose a provider, consider the business outcomes you need and where the reps have gaps. You can assess the reps to identify where they have skill gaps then assess the gaps against the business objectives. This data points you toward the training topics you need.
As you analyze the results, consider the best way to develop your reps. If it’s a big change, say moving from a solution sales approach to a consultative sales approach, you want a program that changes behavior over time. A three-day on-site training won’t do that.
If sellers need better product knowledge, you may be able to do that in a webinar or lunch and learn with your staff, or have an outside vendor create a combined product – sales skills training.
If they need to practice prospecting, objection handling, or selling in a tough market, your sales manager(s) may be able to do that in role play during team meetings, one-on-one, or through ride-along coaching. Or you may choose a refresher / advanced training program.
These are just 3 scenarios but they demonstrate how the answer really depends on the objective and skill gap. If you begin with the vendor, they could try to sell you what they have. Figure out first what you need. There are vendors who can assist you in doing that if you don’t have that information.
Cheers!
Kendra
Tom, why do you ask? I'm curious to understand what relevancy you see between what others do and what's right for you. Are you conducting a survey?
Cheers
Steve, You're a thinker!
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