It is a rare company that has developed a strong in-house sales training program. Training, by definition, is what someone else does to you. Learning—the part that sticks–is the do-it-yourself part. Most companies conduct single-event training seminars: a one-day event that focuses on a single skill and sends its attendees out to put everything they learned into practice. This strategy yields a noticeable effect for 6-8 weeks before the attendees return to a baseline only slightly higher than before.
We recommend a better way.
Sales coaching or mentoring are much higher forms of training. Coaching methodologies employ ongoing, two-way, interactive training and learning and focus on sustained productivity increases through constant repetition and rehearsal.
Sales coaching is similar to sports coaching: the coach doesn’t show up to lecture for a day and then expect his players to win the championship on their own. A good coach works with his team every day. He watches them during practice and on game day to guide them as individuals and as a team. A sales coach does the same thing. He or she spends time on a regular basis working with sales reps individually and as a team to help them hone their skills and work together better.
Best Practice: Ensure that each sales rep spends 1 to 2 hours each week reviewing and rehearsing sales and lead qualification methodologies with a designated coach or mentor.
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