Sales training is a journey, not an event
It's hard to argue with the idea that sales training is a good thing. But here's the problem: there's masses of compelling evidence to prove that without continuous reinforcement, between 80-90% of the knowledge imparted in traditional sales training is forgotten, ignored or abandoned within a month.
But that's not all: it's also clear that first-line sales managers must be fully and regularly engaged in delivering this reinforcement through field-based coaching initiatives. Any sales skills development programme that fails to take these factors into account is, in our experience, doomed to fail.