Maximizing Sales Effectiveness: Five Key Factors that Drive Success

According to the American Society of Training and Development (ASTD), US-based companies spend approximately $20 billion a year on sales training with about half of that amount being spent on improving selling skills. Despite this level of investment, many sales organizations get low returns on investment (ROIs) on their sales training initiatives. Let’s understand why this occurs.

A common problem with many sales training initiatives is that they are event based (i.e., intensive, multi-day training events) where participants typically forget much of what they learned shortly after the training event. Another challenge is that sales organizations fail to get their frontline sales managers actively involved in the training, reinforcement, and measurement process.

Many sales organizations also have unrealistic expectations regarding their sales training initiatives. Ask sales leaders what outcome they want as a result of a sales training program and most will say increased sales. But sales training can’t directly increase sales; it can only change the behaviors that, when consistently applied, lead to increased sales. And that’s the key challenge: getting sales professionals to adopt the right selling skills.

So what can a sales organization do to maximize its ROI from a sales training initiative? Start by taking a more strategic view of training, one that goes beyond just the delivery of training, and focus on developing and implementing sales training programs that incorporate the following five factors.

    1. Motivation 
    2. Customization
    3. Delivery
    4. Reinforcement 
    5. Measurement

Learn more about how these factors can lead to sustainable changes in this white paper: Maximizing Sales Effectiveness.

Norman Behar
Norman Behar is Managing Partner of Sales Readiness Group, an industry leading professional sales training company that develops customized sales and sales management programs for business to business sales organizations.

About Lisa

Lisa is Editorial Director at Selling Power.

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