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Buying Sales Training?

Here are some thoughts that run behind Sales Training purchase decisions:

–         CEO: We need to get the guys charged up for the challenges ahead

–         H.R. Head: Every team-member needs to be given 3 days of training during the year

–         Sales Manager: Organise the training without disturbing the campaign

–         Sales Supervisor: I think the guys can do with a 2-day break from routine

After Training is announced:

–         Sales Rep: Two days without any worry about target

For Top Management training is a part of reward and motivation. For HR Managers it is about compliance and Employee Satisfaction. Hardcore Sales Managers usually consider Sales Training a disturbance, a necessary evil – an activity that halts smooth flow of business.

No! I am not painting everyone with the same brush, nor am I damning Leaders and Function Heads. But you can’t deny that often this is how training is bought.

I have had Sales Executives walking into the program mumbling – “Time-pass for 2-days”; that they go back thanking me for the inputs is another matter. And then there are Sales Heads who sit for a while at the back of the room during the program and at the break they hastily take me aside to say in a hushed tone – “Lot of good stuff, Mr. Menon. Wish I could sit through the whole program. But don’t run it at such a serious level. We just want the guys to relax.” Meaning, he wants the content diluted – and I had designed the program after 3 sittings with his deputy and the Training coordinator. He was trying to build the good cop image with the Sales Team.

Sales Training should not be decided or run as mentioned above. I am sure all result-oriented and business focused organisations get the training run by their internal team or hired experts based on clear objectives.

So what should be some of the key drivers for buying training?

–         Can the program provide pre and post measures to assess improvement?

–         Can the program be tailored to meet our specific business situation?

–         Are there tools in the program that aid the use of new techniques?

–         Will the recommended program yield adequate returns?

–         Is there a post – training support mechanism?

–         Can we get some of our resources trained to run the program?

For training to be effective and for the lessons learnt to be translated into behaviour at the workplace there is need for support and commitment from the step level managers and top management. We will discuss that in greater detail in future installments!

Don’t treat Sales Training, or any training for that matter, as a check-the-box activity; treat it like an investment made to achieve big business returns.

    February 1, 2012 at 5:43 pm


    • JayadevM
      February 1, 2012 at 6:10 pm

      Hello Jasmin, thank you for visiting the Sales Coach blog.

      Am glad my message was useful to you.

  2. June 1, 2014 at 4:08 pm

    Thanks for sharing your thoughts about mlm business. Regards

    • JayadevM
      June 11, 2014 at 6:52 am

      Thank you for stopping by.

      Best regards


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