5 Ways To Spot If A Sales Training Course Will Deliver Results

Key Characteristics of a Great Sales Training Course

Generic sales training programs can be two a penny.  They typically offer very little in the way of innovation, enjoyment or adaptability. Often unnecessarily long and painfully repetitive, they lack industry specificity. In addition, they frequently end up costing your company heaps of money rather than increasing performance.

So what sets a top sales training course apart from the rest?

There is a multitude of generic, free sales training programs and videos online these days. Many offer sales training specific to the skills of the individual, using innovative techniques that would appear to suit company requirements. As a result, initially they may seem attractive; yet they are unable to monitor effectiveness. In addition, they simply can’t verify measurable benefits to the individual or, more importantly, the company bottom line.

A truly great sales training program should include the following:

1/ Talent Assessment

One can’t cure an ailment without diagnosis. The same applies to sales training.

One can’t address any skill gaps without proper assessment.

Pinpointing gaps in behaviour, skill, talent and intellect against established benchmarks is vital. It highlights specific focus areas and can be adjusted to suit a company profile and individual job role.

2/ Development Design

Once the training provider has identified specific skill gaps, they can

tailor the sales training course to each unique client.

That way the direct outcomes link to a tangible ROI. Depending on the preference of the client, the training provider can deliver the course via a variety of channels. E-learning, one-to-one, lunch and learn sessions, a classroom environment are all standard options these days.

3/ Sales Training Course Rollout

At Longley Sales Academy we believe that only experienced sales managers and directors who have earned their stripes in the field they now train, have earned the right to advise our clients.

Even the most qualified and certified trainers can’t provide the same level of insight and experience as industry professionals with a proven sales track record.

Furthermore, working closely with the management team is vital. It ensures that business objectives and skills are successfully implemented. Training content and delivery must be highly interactive. It increases understanding, prevents boredom and loss of attention – all factors which are typical of traditional training practices.

4/ Accreditation

Certified recognition of individual achievement serves as

proof that attendees have achieved the required level of competency.

Practical and theoretical work, based on case studies and interactive programs, demonstrates the application of new skills. Another method of accreditation, which measures how skills have improved as a result of the training initiative, is re-assessment.

5/ Reinforcement

There is one benchmark of true quality that should be built in into every sales training program. It’s the ability to

follow-up and coach the new skills and techniques.  

Did you know that 70% of the training content evaporates within 24 hours if not immediately used on the job? Sales coaching is probably one of the most noteworthy of tools out there to improve skills retention when applied to real world examples. Sophisticated sales tools and software can monitor every sales cycle, and indicate the need for intervention.

Finally, all of the above does not have to be an imaginary, ideal world of sales. It does exist. One particular sales training provider demonstrates it every day – it’s The Longley Sales Academy.