3 Key Ingredients for Sales Training Success By Jeff Seeley, CEO, Carew International
Selecting a sales training provider can be a daunting task. There are thousands of providers from which to choose, spanning an infinite range of price points and methodologies. It is a decision not to be taken lightly, since any sales training initiative is a significant investment of time and resources. And while there may be infinite choices for training programs, there are really just three essential elements for any successful sales training initiative:
AUTHENTIC SKILL DEVELOPMENT Too often, an organization’s sales improvement effort is over before it begins because the improvement goal is too narrow, too shallow or both. Exempla- ry sales performance requires a blend of inter- personal skills and technical skills, often referred to as the art and science of selling. Only authen- tic skill development will facilitate the change in behavior necessary to drive performance improvement. Information transfer simply can- not accomplish this goal. Product training and/ or scripted sales processes are not the same as sales skill training; rather they fall into the cate- gory of information transfer.
The difference between authentic skill develop- ment and adoption of scripted processes is like the difference between learning how to play the piano and learning to play one song – “Ode to Joy,” on the piano. The individual who learns the fundamentals of piano, including reading mu- sic, can play “Ode to Joy,” but he can also play numerous other songs. He is able to compile a library of songs suitable for different occasions
and audiences. The individual who sets out only to play “Ode to Joy” will accomplish this limited task relatively quickly. But he doesn’t know how to play the piano; he is a one-trick pony. If the au- dience wants a different song or more than one song, they will need to look elsewhere.
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