Revitalizing Sales Training Methods for Today's B2B Markets
Many sales training companies continue to train salespeople using strategies and tactics that no longer hold effectiveness in today's dynamic field. Despite having developed a multitude of methodologies, there's often a lack of interest in evolving these methodologies to suit modern sales environments.
A common practice among sales organizations is to schedule a one-day training, typically annually. These training sessions are usually part of the sales force’s kickoff meeting. The senior sales leader selects a skill they believe will enhance their team’s results. However, one day may overload the sales force with more information than they can effectively retain and implement after a single exposure. This is why we suggest breaking the mold of traditional annual sales training routines, and instating ongoing training year round.
Customizing Sales Training: Addressing Unique Needs of Each Salesperson
The assumption that every salesperson requires the same training at the same time is incorrect. Each team member has unique strengths and weaknesses. One-day training sessions are limited because they only meet the needs of some salespeople. This means that while some may enhance their skills, others may leave no better off than when they arrived.
There are numerous skills you can train for, but if the training doesn't contribute to improving the sales force's win rates, its value is questionable. It's crucial to select training content that directly impacts and enhances sales performance. To get this type of overall improvement, you’ll need to consider what skills will have the greatest impact.
Integrating Sales Managers in Training for Superior B2B Outcomes
A significant oversight is not including sales managers in the training process. Since sales managers are pivotal in reinforcing the training, they need to be well-versed in the strategies and tactics that are taught. To see better results, sales managers must actively help their team practice what they've learned in the field. Applying trained skills is essential for succeeding in B2B sales.
Without the active engagement of sales managers, it becomes highly likely that salespeople will adopt necessary behavioral changes in the field. The real work starts post-training, as sales managers encourage their team to apply their new knowledge with real clients, often accompanying them to meetings.
Promoting Collaboration and Personalized Coaching for Team Advancement
Some members of your sales force will quickly adapt to the behavioral changes and start producing better results. Others may struggle. Utilize your weekly meetings as a platform for successful sales reps to share strategies and skills with team members who need additional support to execute effectively.
Contrary to some beliefs, training doesn't negate the need for ongoing coaching. Salespeople often desire more one-on-one coaching from their managers to develop into consultative salespersons capable of creating and winning enterprise-level deals.
Leveraging Digital Tools for Continuous Sales Education
It's unrealistic to expect anyone on your sales team to retain everything from a training session, even with meticulous notes. Technology offers online and on-demand courses, allowing salespeople to access—and revisit—training when they need it. This approach enables personalized learning paths, with sales managers monitoring progress.
Choosing Experienced Sales Trainers for Genuine Learning Experiences
The credibility of a sales trainer is immediately apparent to the sales force. If the trainer lacks direct experience in making cold calls or dealing with challenging senior leaders, the sales force may disengage, potentially leading to the training's failure.
Refining Sales Training Strategies: Avoiding Common Pitfalls
The list above will help you to avoid common mistakes when training your sales force. Reversing each of these mistakes will ensure your team acquires the training they need without a greater investment of time or money.
Technology and a new approach to training allow you to tailor it to the individual, instead of treating everyone as if they need the same thing at the same time. A credible sales trainer with the experience to handle the scenarios and challenges salespeople encounter also increases your chance of success.
Use this list as a checklist as you train your sales force in 2024.
