4 Steps to Sales Training That Delivers ROI
Steven Rosen, MBA

Despite the economic downturn progressive sales organizations are continuing to invest 2-5% of their annual sales budgets in sales training and development. These organizations undoubtedly will outperform their competitors who don’t invest. Training and development is one of the key factors that lead to improved sales performance.

The problem is that 90% of sales training is a waste of time and money. Most sales training is an event. It may increase sales force engagement but has little lasting impact. Without effective reinforcement the impact of your training will be lost within 30 days. The basis of reinforcement comes from sales managers coaching reps, post-training. …show more content…

I have spent a lot of time developing effective reinforcement skills/behaviors/competencies for post-training learning. In the diagram below it is clear that effective training that includes reading, audio visual presentation/lecture and some demonstration will produce knowledge retention of at least 30%.

How do you ensure that you move the retention rate closer to 100%?

I use a multi-pronged approach to ensure that post training reinforcement leads to effective learning and creates sustainable changes in skills, behaviors or competencies. 1-on-1 coaching with a sales management coach is by far the best way to ensure effective results for your training investment. Sharing best practices and discussing challenges with peers in monthly facilitated group tele-sessions has great benefit as well. Lastly, coaching the VP of Sales to effectively role-model and support the training completes the reinforcement process. The bottom line is that coaching reinforces training to establish permanent skill and behavioral changes.

STEP 4 – Reassessing Skills and Behaviors

Six to nine months down the road we reassess the level of skills/competencies /behaviors using the same tool we used up front. This step serves several purposes. First, when training participants know they will be held accountable to demonstrate behavioral/skill/competency development post- training and that they will be measured, you get better results. Second, it allows management to