4 critical elements for effective sales training

8/13/2019 4 Critical Elements for Effective Sales Training

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1-800-232-3485

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1. MotivationFact: Without motivation there can be no learning at all.If the experiencedsalesperson does not recognize the need for the information, the sales training effort will

be in vain. How salespeople perceive the rewards of learning form the basis for the

motivation to learn. Heightening the salespersons performance expectations can have animpressive effect on their achievement in learning.

What You Can Do: When salespeople are made aware that their learning will be

assessed, their motivation to learn as well as their ability to transfer learning will beenhanced. In other words, what gets measured gets learned. Provide a pre-trainingassessment that clearly and accurately points out skill gaps that exist. It is also effective

to give salespeople a clear understanding of what they will be learning in advance of theonset of training. As an example: Read the book that accompanies the training program

before the training rather than after.

2. ReinforcementFact: Follow-up reinforcement after training has proven to prevent relapse into old

behavior.Reinforcing behavior change starts in the classroom by creating an awarenessof why certain behaviors need to change. In addition, it is particularly helpful when the

manager of the salesperson did the follow-up as it signaled to the salesperson that the

transfer of learning is important and that the salesperson will be held accountable for it.

What You Can Do:Provide field managers with reinforcement tools in the form ofexercises, quizzes and field based homework. If they have remote salespeople that reportto them, provide them with Internet training capability for conducting the reinforcement

and reviewing the exercises, quizzes and homework.

3. RetentionFact: 87% of learning is forgotten in only 30 days. Studies of retention demonstrate

the impact of training that lacks a systems approach to reinforcement and learningtransfer. Without these elements, 87% of learning is forgotten in only 30 days following

the training event. Similar research indicates that even though the reactions of

salespeople were positive to the training, no differences were observed in the behavior of

trained groups and non-participants without a systematic approach to post training

follow-up.

What You Can Do: In addition to what has been previously mentioned, provide anassessment that measures both knowledge gain and the salespersons ability to apply the

learning. Do this about 12 weeks following the initial launch of training. Give

salespeople and their managers the assessment feedback as well as additional exercisesand field assignments that will fill any learning gaps that are uncovered by the

assessment.


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4. Transference

Transference is the salespersons ability to use the information that was taught in

their work-related activities. Obviously, this is the principal goal of training salespeople.

There are three elements that are critical to transference:

a. Salespeoplemust have expectations of follow-up activities and assessmentthat measures mastery of the skills being taught.

b. Training must allow the salesperson to immediately practice the skills in theirwork environment.

c. Managers must require them to demonstrate the use of the knowledge in thefield.

What You Can Do: Training activities that help make the connection of the learning to

the work experience are effective. However, transfer is dependent on the post-training

environment and manager support is considered a key environmental factor that impactsthe transfer process. Therefore, managers must be provided with information and trainingon how to respond to each salespersons educational needs. They must be provided with

the tools that will help their salespeople achieve mastery of the skills being taught.

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PPrreeppaarree:(Prepare salespeople and managers)Students complete the online Benchmark Assessment

Students complete the online Action Selling Skills Survey

Students read the Action Selling book

The Action Selling trainer conducts interviews with the managers and salespeople

TTrraaiinn:(Mass Learning)The trainer facilitates Action Selling training with managers and salespeople

Students learn the Action Selling Process (sales process that consistently wins sales)

Best Sales Practices are documented and shared with sales team

RReeiinnffoorrccee:(Spaced Learning)Students complete 12 online Action Selling Skill Drill Modules

Students utilize Audio, DVD, Best Sales Practices and Plan to Win/Replay theCall forms to reinforce skills leaning

Students complete field level exercises to improve skills transfer

Manager reinforcement and coaching tools reinforce sales force development

Students prepare for the Action Selling Skills Assessment

AAsssseessss:(Measure Learning)Students complete the online Action Selling Skills Assessment

Assessment results are discussed between the students and managers to preparefor certification

CCeerrttiiffyy:(Fill Learning Gaps)Students complete the online Certification Exercises, fill learning gaps andprepare for final certification

Students complete the Final Certification

Students that score 75% or more certifyothers retrain and reassess

Future training options are evaluated after needs analysis

Conclusion

Unless your learning plan has effective methods for Motivation, Reinforcement,

Retention and Transfer, you are wasting your time and your companys money.

For more information call (800) 232-3485or visit us athttp://www.actionselling.com

Prepare Train Reinforce Assess Certify
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4 critical elements for effective sales training

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