For our customers- the need for continual profitable revenue growth is always desirable- in fact it is the heartbeat of
a company’s performance. So,it should sound like a great idea for L&D Managers to invest in sales training to up performance.
Right? Not quite if one were to be mindful of extensive research in the field of training.

There are estimates that companies around the world spent close to US$ 356 billion on training in 2015
alone( Source: HBR October 2016 – “Why leadership Training Fails and What to Do About it”).
When it comes to Sales Training, estimates vary. $ 30 billion says one estimate. What concerns us, however, is how
effective is the training??

While the need for growth in profitable revenue never stops- the growth of sales people, unfortunately does! This
creates a Revenue shortfall- which is generally filled up by hiring more sales people or increasing effectiveness
through Sales Training- which translates into Quantity and/or Quality increments.

Most sales organisations have their star performers- the “10s and 9s” so to speak. But a vast majority is 5s and
6s- the “solid citizens”. If training could move them to 7 or 8, for instance- the money on
training would be well spent- provided training were to be a “part of a process rather than a standalone event”.

– Commit to a a Sales Effectiveness Journey( methodology/process; skills enhancement, tool kits )

– Build in training into the process as an “intervention” and not a standalone event
– Adopt on-going “Reinforcement & Coaching” to develop a culture of practice and use experts to implement
this                    
– Foster a Supportive environment

In a CSO Insights research note” A Culture of Accountability starts with Coaching” the role of Front line
Sales Managers(FSMs) as “ Coaches” is emphasised.