There’s no question that sales training programs can advance the success of both companies and their employees. By teaching the basics of effective selling techniques, these programs can increase sales and improve customer satisfaction levels.
But there’s a downside to many sales training programs: they often miss the mark when it comes to preparing employees for the real world of… well, selling.
Too often, these programs focus on theory instead of practice, or vice versa. It’s an either/or approach (and, we think, a false dichotomy) that leaves employees unequipped to deal with the challenges they face when they get on a call with a prospect.
There are a few traits that ID sales training programs that aren’t quite up to standard. Let’s talk those through so your radar is up as you’re looking for your next sales training program.
What Sales Training Programs Miss
Every company wants its sales team to be the best that it can be. After all, successful sales mean increased revenue. If you want to take your sales team to the next level, you’ve got to invest in high-quality sales training programs that give your reps the skills they need to go out and make the magic happen.
That’s all obvious.
However, these programs aren’t all 1:1; they don’t cover the same kind of content, in the same way, with comparable results. You can’t just use anything out there.
First, it should be clear that simply informing reps about new techniques is not enough to maintain high sales performance over time. Sales training programs must also address core limiting beliefs, reframe the identity of salespeople, and inspire them to commit to long-term growth.
Here are six things that a sales training program might be missing.
The Right Starting Point
Many sales training programs start with the wrong premise. They assume that salespeople are already experts at selling and just need a few tips to close more deals. However, this is often not the case.
Salespeople need to be trained on the basics of selling AND the reality of widespread unreceptivity. Without mastering these fundamental elements, it’s impossible for your sales team to learn more advanced techniques.
Early Investigation and Groundwork
Investigation and groundwork are the starting point of any sales process but this is an area that’s often overlooked by training programs. Salespeople going after new business need to master prospecting and developing account plans.
On the other hand, sales teams targeting an existing book of business need to be able to put in the strategic work to understand how their products and services fit in with their prospect’s businesses. Without putting in the time to prepare, it’s all too easy to make mistakes and miss opportunities.
Engaged Coaching
Selling is a complex skill that requires ongoing coaching and feedback to perfect. The best sales training programs provide engaged coaching that helps salespeople learn from their mistakes and become better at their craft. Without this type of feedback, salespeople will develop blindspots, fail to improve their skills, and ultimately never fulfill their true potential.
Adaptive to Different Learning Styles
Everyone learns differently. Some people are visual learners and need to see things to understand them. Other members of your team are auditory learners and need to hear things to learn them. Another group might be kinesthetic learners that need to physically experience things to understand them.
The best sales training programs take this into account and provide an approach that caters to every learning style. This way, everyone on your team can learn effectively and reach their full potential.
Real-World Practice
The best way to learn anything is by doing it. This is why the best sales training programs include opportunities for real-world practice.
By giving salespeople the chance to put their skills to the test in a safe and controlled environment, you allow them to gain the confidence and experience they need to succeed in the real world.
Ongoing Training, Support, and Accountability
Too many sales training programs are one-off events with little to no continuing guidance. Sales training isn’t a one-and-done exercise: salespeople need ongoing support after they complete their training. Without this ongoing approach, they’re likely to fall back into their old bad habits and struggle to meet their goals.
Signs a Sales Training Program is a Bad Fit
Every sales training program is different, and what works for one company might not work for another. As a result, it’s important to carefully evaluate a sales training program before signing up. Here are three signs that a sales training program is a bad fit:
- If the program is not tailored to your sales role, it’s probably not going to be a good fit. A one-size-fits-all approach simply doesn’t work when it comes to sales training. What works for inside sales might not work for field sales, so it’s important to choose a program that is specifically designed for the needs of your sales team.
- If the program promises overnight results, that’s a major red flag. Sales training is a process, not a quick fix. It takes time and effort to see results. Any program that promises overnight success is probably not going to have the long-term impact you’re looking for.
- Sales training programs can be costly, but they don’t have to be exorbitant. If you’re considering a program that is significantly more expensive than other programs on the market, make sure it justifies the investment.
Signs a Sales Training Program is a Good Fit
Any good sales training program should have a few key components, including content relevant to the needs of your sales team, a focus on building relationships, and a framework for tracking results.
Relevance is key when it comes to sales training. The more specific the content is to the role of your sales team, the more likely it is to help your team close more deals.
Building relationships is also crucial. Connecting with customers and understanding their needs is at the heart of sales, and developing empathy and the ability to build rapport with new prospects is key to closing deals.
Finally, a good sales training program should include a way to track results so you can see how your team is performing after completing the program.
By looking for these features, among others, you’ll be better able to choose a sales training partner that will be a good fit for your company.
Find a Sales Training Program That Has it All
ASLAN offers comprehensive programs that cover everything from the basics of selling to advanced sales strategies. Because ASLAN’s sales training programs can be delivered both in-person and virtually, it’s convenient and easy to use in an ever-evolving world of learning and development.
But what really sets ASLAN apart from other sales training programs is its focus on ongoing success and support. With ASLAN, businesses can create an environment that reinforces the lessons of the training, resulting in real business transformations.
Businesses that use ASLAN see real results: more sales, more customers, and more revenue. If you’re looking for a sales training program that will take your business to the next level, start with ASLAN.
