As someone who has been a salesperson, a sales manager and a sales trainer, I can certainly understand how hard it is to increase sales through training. According to ES Research, 85 percent to 90 percent of sales training fails after 120 days because sales training is not reinforced.
Without reinforcement, it’s nearly impossible to make learning stick and see a return on the investment made. Typically you don’t get all the changes in behavior and increased performance results you would if the training was being utilized effectively.
Relying on sales managers to implement the post-training reinforcement is usually not the best solution. E-mail follow up and reminders are often ignored. Sales teams today are diverse, often global; they are increasingly mobile, and it is difficult to find the time to follow up properly.
It has been shown that reinforcement programs typically follow the same pattern the learning did; lots of enthusiasm at the start, followed by a tapering off and eventually being dropped. Sales training reinforcement is not a new concept.
What is new to many people is discovering there are methods and automated systems available to make the follow-up a seamless continuation of the training. Implementing a structured, automated reinforcement program can significantly increase your results by:
- continuing to inspire and motivate sales people long after the training ends
- providing a structured path and easy way to implement the learning into day-to-day activities
- checking the knowledge retention, to ensure the sales people still remember what was taught
- encouraging your sales team to exhibit the “best practice” behaviors daily
- providing sales managers with the ability to monitor the results of can significantly increase your ROI