From personal experience, I have seen countless occasions when people in sales jobs or field sales jobs are brought together in glamorous places for sales training.
Training sessions get those with sales jobs to listen to tips, techniques and strategies which will help them to get more sales. But does it always pay off? The moment the team gets back to work it seems that much of the training begins to vanish. Total corporate expenditure on training people in field sales jobs and sales jobs exceeds about 2 billion. Some companies spend more than 5 million annually training their global sales teams.
Such a massive expenditure brings up the question, how companies can optimise their Return-on-Investment (ROI) on sales training? Ongoing training happens to be the key in cultivating ideal practices and skills for field sales jobs and sales job professionals. Be it seminars or classes, seeing and hearing tend to be the integral gears of learning.
Before we state the rules for optimising ROI of sales training, the first step to is to assess the skill gaps and learning styles of the salespeople. Then, set smart training goals. The training objectives should be SMART - specific, measurable, achievable, relevant and time-limited for the sales people. SMART objectives are the starting point to ensure you have a method for calculating ROI post-training.
Professionals from sales jobs and field sales jobs are sometimes not too enthusiastic about training as it drives them away from the action (selling activities). To keep the sales team interested and engaged, the training sessions should be customised to resonate with their daily selling
Using scenarios and language that they come across on daily basis assists them in seeing the connection and gaining immediate advantage. The content should also be tailored according to your business's unique needs and processes, corporate culture and high-level goals. Techniques to apply newly learned skills in the real world should be taught. This customised training content helps to remove the need to translate theories into everyday application and increases the uplift in sales performance levels.
Involvement of Top Management:
If you want your sales training to bring results, you need to create a sense of accountability from all levels of organisation - beginning from the top down. When the top management are involved in planning and delivering training sessions, this helps to create a sense of commitment to the project and a connection between the sales people and the rest of the company. This commitment level is gradually passed down through the rest of the managerial chain, which makes everyone accountable to the success of the program and ROI results of sales training sessions.
Quite often, follow up is the most neglected aspect of sales training. Reinforcement of training is often most successfully achieved through on-the-job coaching. This is the experiential application or doing part of training professionals in sales jobs and field sales jobs. Team and one-on-one coaching set at regular intervals help to build and reinforce learning incrementally over time.
Businesses also need to ensure that sales team implement what is taught by checking against the real outcomes. This helps to guarantee that new skills and techniques are not degraded to even lost entirely over time and helps to ensure that money invested in sales training generates a true, long-term return.