Create Effective Sales Training Programs

3 Reasons Why Sales Training Fails

It's all too common: Your business invests in a new sales workshop or training program that is supposed to deliver lasting impact, yet you don't see the promised results. Explore the top three reasons why training programs fail and how to shift the outcomes. Sales workshops tend to fail for the same reasons. This is actually good news for businesses, who can learn to avoid mistakes in upcoming trainings. The top reasons that workshops and training programs fail include:

1. Lack of Follow-Up After the Training 

A lack of follow-up and lack of consequences doom training programs to fail. Yet, at many businesses, this is exactly what happens. 

In some cases, training is not tied in with the objectives of management. In this case, managers do not take the step to follow up with staff after the training, or levy consequences for employees who fail to implement training lessons. Staff then implement the select parts of the sales workshop that resonated with them, while ignoring the parts of the training that were not impactful. 

At best, this limits progress. At worst, this makes for a sales team with no unified approach, lessons learned, or cohesion. Without follow-up after the training, staff are left to make their own choices regarding how to put training takeaways into practice. 

Studies show that individuals remember anywhere from 20 percent to 35 percent of lessons learned. Through reinforcement and follow-up these percentages can be increased. If you are investing in training, why not take the time to invest in follow-up that promotes a culture of change? 

2. Failure to Make the Connection

Training is intended to make a difference in staff performance, educate staff on how to best do their jobs, and promote the success and growth of your employees. You may know this inherently, but do you communicate to your employees the value of every required training workshop? 

A sales manager should not authorize a training simply for the sake of doing a training. This is not a checklist item to be ticked off. Training should only be conducted when it helps employees acquire skills and perform better.

When you know why you are doing training, and how to best position the training for success, you can make the connection for your learners and why the workshop matters.

Better still, you can reinforce key elements of the training with micro lessons designed to create habits from best practices

3. The Training is Generic 

To avoid a generic training program, create a reinforcement training program that's dovetailed exactly to your objectives. Too many times, training is generic and does not resonate with employees. If you bring in a third party, odds are they have their go-to training model they use time and again. 

Looking for help with developing your next training reinforcement program? Download our Program Design Checklist to learn more about designing an impactful reinforcement program. 

Program ChecklistGet the Checklist

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About Mindmarker

Mindmarker addresses a common problem: learners return from a training or eLearning course and quickly forget the information they just learned and revert back to old habits. For training to have the most impact, it has to be reinforced. Read more about us »
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