Knowing the benefits of investing in any training programme can be challenging. A survey by Dooly Research found that:
· Companies that invest in effective training are 57% more effective at sales than their competitors
· Sales training can boost sales representatives’ performance by an average of 20%
However, nearly 70% of all salespeople said they had not received any formal ongoing training in selling techniques. For those that had, only 17% of companies said that it had been effective.
So, how do you get real value from it and get a good ROI?
1. Choose a provider that you believe understands your vision and your needs
Talk to relevant colleagues at all levels, including your sales team about what skill sets that need to be developed. Review someone’s sales role and their performance on a regular basis. Also, look at your sales recruitment process and the type of training someone needs.
2. Breakdown the value of the training (KPIs and revenue/profit)
You can measure the outcomes of the training in two main ways:
- Define the Key Performance Indicators (KPIs) related to actions and behaviour. This can help promote the type of changes you want each delegate to make after a workshop ends.
- You should be able to see an improvement in sales performance for delegates, providing they implement the learning points! This involves ensuring that they become part of someone’s everyday routine.
3. Decide whether face to face or online training is best for you
It is easier to build rapport with people face to face in a training environment if possible, especially when you are trying to reinforce or change behaviour. Much will depend on the experience of your sales team, their geography and your preference.
4. Review the training and offer coaching to embed the learning points
The biggest reason why the learning points from a sales or account management training can get lost over time is lack of coaching. A coaching review is the best way to do this. It should be something you plan before a programme.
The value of sales and account management training can have a positive effect on your bottom line. The best way to get real value is to take the time to invest in the future of your sales team by planning how you can effect real change.
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If you would like any help or advice about how to get the most out of sales and account management training workshops, please get touch.
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