How to Evaluate a Sales Training Program (Five Tests That Predict Behavior Change)

Most sales training programs produce completion certificates. A small minority produce behavior change. The gap between the two is the entire ROI of your L&D spend in sales, and it shows up in the quarterly pipeline before it shows up anywhere else. The five evaluation tests below let a buyer predict which a program will deliver — before signing the contract.

The five tests: (1) does the program require the rep to make a decision under observed pressure (yes = behavior; no = certificate). (2) Does the rep practice with a real prospect conversation or a scripted roleplay (real = behavior; scripted = theater). (3) Is the participant accountable to a peer for a commitment 30 days later (yes = behavior; no = forgotten). (4) Does the program measure opportunity conversion post-training, not just Kirkpatrick Level 1 satisfaction (conversion = behavior; satisfaction = noise). (5) Does the sales manager change her coaching cadence as a consequence of the program (yes = culture-install; no = one-shot).

Below is how to apply each test to a program you are evaluating, the common vendor answers that disguise a certificate-producer as a behavior-changer, and why the Learn2 participant-driven approach (where reps build the sales playbook during the program, not receive it) passes all five tests by design.

Different types of sales training programs help hone the marketing skills of an organization’s sales team, which plays a critical role in achieving the targeted revenues. Businesses with the best of services and products may still not be able to break even without a highly effective sales team. However, not all sales personnel are skilled enough to tap into the minds of a prospective customer or a regional market, despite being fully knowledgeable about the product or the service they market. There are different types of sales training programs that can establish a highly effective sales team. Organizations may either choose to go with an off-the-shelf training program, a unique program developed from scratch to address their sales targets or a customized program that draws upon prevalent best practices, and works to improve on them.

OFF-THE-SHELF SALES TRAINING PROGRAMS

This type of sales training program is based on tried and tested sales techniques that work quite well in most circumstances. They help salesmen on the field avoid costly errors by helping them focus on their pitch, language, presentation, customer interaction and several other aspects that serve to create that convincing first impression of trust. Building trust and establishing a good rapport with customers, and comfortably countering any objections from them, will then enable salesmen to either sell the product, gain a lead or goodwill, at the least.

IN-HOUSE SALES TRAINING PROGRAMS

Such programs draw on the sales expertise and experience within an organization, in addition to guidance and mentoring from industry experts and market experts to train its sales force to achieve specific targets.

CUSTOMIZED SALES TRAINING PROGRAMS

Basically a mix of ready-made and specific training programs, custom programs first assess the training needs of a specific organization, address the needs using tried and tested methods of selling, as well as focus on other internal aspects that impact the success of a sale. Sales training needs of each organization ideally vary based on: – The end product – Demand and Supply – Competitors – Customer base – Best practices adopted and their success rates – Perceived limitations or gaps in the sales approach Based on these factors, salesmen are trained to use a set of well-documented selling techniques. The benefits of this customized sales training has proved successful over time in finalizing leads. In addition to the actual sale, there are several other factors that go into making the process successful such as the technology, infrastructure and tools that facilitate production, delivery, marketing, sales and customer support functions. Production and delivery facilities should go hand in hand to make the sales function effective. Post-sales support is equally important in retaining the goodwill of the customer. It goes without saying that the right type of sales training program should, of course, not compromise valuable time that salesmen spend on the ground.

LEARN2 HAS A SALES TRAINING PROGRAM THAT IS RIGHT FOR YOU  

Hone the marketing skills of your organization’s sales team with a sales training program that will help achieve your goals. When you support your team with effective sales training you can achieve and even increase your target revenues. Partner with Learn2 today to get started in building your sales team.