If you’ve read Sales Training & Sales Enablement: The One-Two Punch for Selling, you know how important ongoing sales training is to your sales enablement investment.

But how do you make the transformation from annual training to an ongoing learning approach?

Show reps how sales training will help them

The end goal for any sales initiative is the same: make the sales team sell more, faster. Some of your sales team will object. Remind these reps, and the silent ones, that results follow a change in behavior.

According to Forrester Research, 85% of buyers find meetings with sales people ineffective!

What’s a bigger waste of time then?

Making a new investment in sales readiness, or maintaining a status quo that disappoints 85% of prospects?

Change doesn’t happen quickly or easily, but when the existing sales team is successful the rewards are worth the work.

Enlist Sales Management Support

Sales management is responsible for delivering regular, updated training. Though based on the previous stats, it’s clear that many of us are failing.

Even though we know sales training should be built for all learning types, this isn’t the norm.

According to Sales Readiness Group, “one way to clarify expectations of everyone involved and specify what is supposed to happen after the training is to […] create a customized “Sales Manager Reinforcement Guide” that outlines the activities and steps the sales manager can take to support the program, and suggest a timeline for completion.”

Keep Sales Materials Current and Plan for New Items to Arise

42% of sales trainers report that their organization’s training content gets updated once a year. Yet in high growth industries like Ad Tech, Finance, and Software, product features and service offerings are changing much more rapidly.

Leaving a sales training program untouched for a year or more creates a vicious cycle: outdated and incorrect messages can lead to confusion among reps causing sales to misrepresent the details of the products and services they are selling.

In any discipline “practice makes perfect” and providing ongoing training bridges the gap between initial training/onboarding and on-the-job performance. The results of this strategy speak for themselves: sales teams who participate in regular training are more effective than those who receive irregular or occasional training.

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