8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

1/19

The Top 5 Sales Training

IssuesandRecommendedSolutions

http://www.salestrainingdrivers.org

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

2/19

Brian Lambert

JoinedASTDin2007toleadsalestraining

Fifteenyearsofsales/salestrainingexperience(Government,IT,

services

&Large

and

small

companies)

50,000peoplein19countries

FounderoftheUnitedProfessionalSalesAssociation

Authorof

two

books

on

sales

performance

Recognizedasoneofmostinfluentialpeopleinselling*

Education:

Bachelorsdegree

from

the

University

of

Central

Florida

MastersofsciencedegreeinAdministrationandHumanResourceManagementfromCentralMichiganUniversity,

Ph.D.candidate

at

Capella

University

* by Sales & Marketing ManagementMagazine, 2006

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

3/19

Issue One:

Sales Training Apathy Theelephantintheroom

Trainers

too

quick

to

take

credit

usually Salespeopledontgivecredit usually

Assumingwhatsalespeopleneed

Goingfor

entertainment

value

Wrongexecutivebuyin

Assumingthatifsalespeoplemakeplan,therearenogapsin

knowledgeor

skill

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

4/19

PersonalLeadership

Issue OneSolutions

ChangeManagement

Leadership

Support

Systems

View

Competency-Based

Approach

Issue One: Sales Training

Apathy

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

5/19

Issue Two:

Wrong Sales Training Mix Doyoutalkwhatorhow?

Whats

your

definition

of

sales

training? ProductTraining

CompanyspecificTraining

IndustryTraining

SkillsTraining

Whatsyoursalesprocess?

Whatrolesdoescoachingplay?

Whosdesigningcontent?Makingdecisions?

Howdoyourcustomersmakeapurchasedecision?

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

6/19

48% OF SALESPEOPLELEARN BY TRIAL AND ERRORTO A HIGH OR VERY HIGH

DEGREE

ASTD/I4CP Research Fall 2008

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

7/19

InstillReal Coaching

Issue TwoSolutions

ManageKnowledge

Delivery isCritical

Know HowYour

Buyers Buy

You DriveThe

Content

Get the Right Sales Training Mix

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

8/19

Issue Three:

Lack of Sales Development

System Kneejerkreactionsarecommon

Needsanalysis

is

sometimes

spotty

Salescareerpathsrarelyoftendontleadanywhere

Areyouhelpingthesalesteamanswerthefundamentalsalesquestionsatalltimes?

Forexample:WhereamI,andwhatshouldIdo?

Reactiveapproachtodevelopingcontentbasedonsalesteamwants,notneeds

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

9/19

IdentifyRealKnowledge

Gaps

Issue ThreeSolutions

CompetencyBased

Approach

Learning&

PerformanceApproach

Develop aCoaching

Program

Sales

TrainingStrategic

Plan

Treat Selling as a System

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

10/19

Issue Four:

Poor Measurement Techniques Poorfollowupaftereachtrainingevent

No

real

definition

of

success Assumingthattrainingwillyieldabusinessoutcome

Little/noemphasisonmeasuringcoachinginteractions

Lackof

documentation:

If

people

believe

it,

its

true

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

11/19

MeasureBehavioral

Change

Issue FourSolutions

MeasureLaggingOutputs

MeasureLeading

Outputs

MeasureKnowledge

Transfer

Split Sample

Better Measurement Techniques

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

12/19

Issue Five:

The Wrong Content Prescriptionbeforediagnosis

Customized

vs.

standardized? Outsourcedvs.inhouse?

Trainingdeliversmoreknowledgeandskill,nottalentor

wisdom Notunderstandingtheorganizationalmaturityofyoursales

team

Reinventing

the

wheel

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

13/19

Select VendorsOn Objective

Measures

Issue FiveSolutions

Know WhenTo

Customize

Dont BuyInto

Flavor ofMonth

UnderstandCompetencies

CentralizeTraining

Train the Right Content

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

14/19

In Summary:

SalesTrainingisnotaonetimeevent

Worktobringsalestrainingtoaholisticprocess

Choosetherightcontentfortherighttimeanddeliveritintherightway

Measure

the

right

outputs Donttaketheeasywayout

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

15/19

The Sales Profession

Competency Model

Thedefinition

of

world

class

selling

http://www.salestrainingdrivers.org

S l C t M d l

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

16/19

Sales Competency Model

Advisory Panel Representation

16

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

17/19

Partnering Insight Solution Effectiveness

SpanningBoundaries CommunicatingEffectively AligningtoCustomers SettingExpectations NegotiatingPositions BuildingRelationships

Analyzing OrganizationalCapacity UnderstandingBusinessContext EvaluatingCustomerExperiences GatheringIntelligence PrioritizingStakeholderNeeds IdentifyingOptions

BuildingaBusiness

Case

BuildingBusinessSkills SolvingProblems EmbracingDiversity MakingEthicalDecisions ManagingKnowledge UsingTechnology

AcceleratingLearning

ExecutingPlans MaximizingPersonalTime AligningtotheSalesProcess

FacilitatingChange FormalizingAgreements ResolvingIssues ManagingProjects LeveragingSuccess ArticulatingValue

CreatingandClosingOpportunitiesProtectingAccounts

DefiningandPositioningSolutionsSupportingIndirectSelling

SettingSalesStrategyManagingwithintheSalesEcosystem

DevelopingSalesForceCapabilityDeliveringSalesTraining

CoachingforSalesResultsBuildingSalesInfrastructureDesigningCompensation

MaintainingAccountsRecruitingSalesTalent

SalesRoles

SalesAreasofExpertise

FoundationCom etencies

Administrator

AnalystConsultant

Developer

Manager

Strategist

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

18/19

8/3/2019 5 Biggest Challenges in Sales Training 1227706957843457 8

19/19

Thank You!

BrianLambert

Director,ASTD

Sales

Training

andSalesTrainingDriver

O:7036838100

F:703

894

2784

E:blambert@astd.org

http://www.salestrainingdrivers.org

mailto:blambert@astd.orgmailto:blambert@astd.org