Tuesday’s seminar with Ralph Grimse, partner at The Brevet Group was 30 minutes of insight into the future of sales training. I think we can all agree that there’s an opportunity for improvement in the sales training industry and The Brevet Group is well on it’s way to lead the charge.
In order to keep it to 30 minutes, we focused on the 5 common mistakes that organizations make and ways to overcome them in order to sell smarter. I will recap the 5 mistakes below.
#1 Lack of Customization
Organizations need to make the sales training content applicable to each sales rep. Not every rep has the same sales experience. You’ll have reps with years of selling experience and reps fresh out of school but it’s extremely important to take it into account. The content that’s being developed and the training that’s being shared needs to impact all of your sales force.
#2 Ignoring the Sales Manager
Too often sales training focuses on the sales rep while the sales managers are ignored. It’s important that all management is bought into the sales training program because reps will often look for additional coaching and guidance from their sales managers.
#3 Training Through a One-Time Event
Time and time again organizations make the investment in the one-time sales training event. However, data has proved that this is not the way reps (and adults in general) learn.
#4 Confusing Product Training with Sales Training
Product training does not equal sales training. Yet, organizations think if they bombard their team with training of their own product it will qualify as sales training. Sure it’s important for sales reps to understand the particular product, but it’s also crucial that reps learn “how” to handle their sales conversations.
#5 Zero Emphasis on Execution
Many organizations believe that if they build great plans the execution of the sales training will take care of itself. For example, it’s common for a sales organization to choose a new best-selling sales system they believe will transform their sales results but without the consideration of the approach and delivery nothing will come about.