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The Secret Sauce Behind Sales Training Programs


October 14
11:00 am - 12:00 pm CDT
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Sales enablement is one of the biggest trends in sales training right now.

But what exactly is sales enablement? Sales enablement is the process of providing your sales team with all the information, tools, content, and technology necessary to sell more and to do it as efficiently as possible. Simple right? As many sale people will tell, “Yeah, not so much”.

According to RAIN Sales Training, “Sales training is often approached with a car wash mentality. Pull in when needed and come out the other side shiny, new, and ready to be a top seller. This approach might be fine for learning basic tasks, but selling is not a basic task.”

According to the Marketing Research Organization, ES Research, “between 85% and 90% of sales training has no lasting impact after 120 days. At the same time, companies are spending billions of dollars on sales training each year. That’s billions of dollars wasted on training that disappoints and only produces short-term boosts in sales”.

Not exactly the news your VP of Sales is looking for.


Sales Training Failure!


The reasons for Sales Training failure look very familiar. They are almost the same reasons why any training initiative fails – with a few notable exceptions.

  1. Failure to define business goals and connect to larger sales strategy
  2. Failure to define clear expectations with tangible actions. (What’s the change strategy?)
  3. Focusing on “one-size-fits-all” training. A sales team is like an onion, it has many layers of skill and knowledge
  4. Focusing too much on product knowledge and not selling skills
  5. Failure to have a sales methodology or clear sales process in place or subsequently failing to train to the methodology
  6. Boring them to death! Salespeople are like any learner, they desperately want to be engaged with interesting content and practice.
  7. Not planning for the aftermath. Not planning for follow-up and reinforcement.
  8. Not activating managers sooner. Leaving accountability, implementation, and execution of the learning to the universe.

But let us not forget about measurement. Few companies actually evaluate the effectiveness of their training in general, much less their sales training and sales performance improvement.

If a tree falls in the woods, does it make a sound? Is Sales Training a failure simply because companies have no idea if it has succeeded? It’s impossible to hold salespeople accountable for changing and improving behavior when we have no idea if they are achieving results on a larger scale.


The question on the table? What does it take to build an effective sales enablement program? 

How are we building the craft of sales? How are you helping your sales team to drive selling excellence and make selling a significant competitive advantage for your organization?




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The Secret Sauce Behind Sales Training Programs


Learning Rebels