Will 2020 be the year when companies have 20/20 vision on how to implement an effective sales training process that delivers the expected and sought-after performance? With US-based companies spending nearly $20 billion per year on sales training, why do they settle for traditional sales programs where 85% of the content is lost within 90 days (SRG, 2018)? The more effective program is strategic and tactical coaching which can potentially increase revenue by 20%.
Ideally, the sales manager would be the coach; however, most sales leaders don’t have the coaching skills or time to invest in their sales staff. For this and other reasons, an external sales coach can be part of the sales training solution—working with the sales leader and meeting one-on-one with a sales rep on day 30, 60, and 90 after the initial training. In most scenarios, sales coaching in itself brings substantial and sustainable benefits regardless of whether formal training is part of the process.
A coach can help the sales professional with approaches to new accounts or how to sell deeper with an existing client. A coach can also help the sales team to:
- identify and overcome specific account obstacles
- prioritize accounts based on risk/reward
- create specific customer strategies
- review and understand contributors to success
- develop plans for improvement
- build general sales skills in preparation and execution
- increase sales team cohesiveness and teamwork
More companies are realizing the value of individual coaching for its sales team. Group training can still be part of the process, but to sustain the impact of the training investment it should be paired with one-on-one coaching. Coaching is the sign of the future. Are you ready to get on board and make more effective use of your training dollars?
Sales Readiness Group. (2018). Maximizing the Effectiveness of Sales Training: Five Factors for Developing Sustainable Selling Skills.
About the Author: Sandra Dillon is a professional coach with an extensive background in leadership and business coaching. She works with individuals and businesses as well as designs and facilitates workshops to empower people. She has a passion to help people be the best versions of themselves. You can learn more about Sandra or engage her as your coach by reaching out to her at firstname.lastname@example.org or by visiting her website at www.shinecrossings.com