Reinforcing Today’s Sales Force Training Protocols


If you take a moment to theorize the salient characteristics of a natural salesperson, you’ll probably imagine a smooth-talking, intuitive individual who can answer questions before they’re even asked, and garner a bevy of qualified referrals in the blink of an eye.

But as any reputable sales manager will tell you, these candidates are few and far between and these intrinsic proficiencies are hard to come across, which is why it’s so important to take a step back and evaluate your sales force training protocols from time to time.

Maintaining a robust and targeted sales force training program will allow you avoid many of the gaps in understanding and output deficiencies that weigh on companies nowadays, but the onus is on you as a prudent manager to identify the pitfalls and drawbacks holding you back.

Fortunately, you can refer to this brief exposé as a checklist of sorts to help you bolster and reinforce your current training procedures and conventions.

Avoid Multi-Day Training Ventures

On average, almost half of the content learned in a sales force training program is lost or obscured within just five short weeks, and this figure rises to 84% after 90 days. As a result, it’s easy to see that overtraining your workforce is detrimental to knowledge retention and memorization, not to mention it adds a superfluous, ineffectual expenditure to your bottom line. So instead of hosting tedious onsite workshops and incessant lectures, you’ll be best served by weaving two particular concepts into your routine:

  • E-Learning: Through the use of online videos and training modules, your workforce will be able to stay in tune with all forthcoming developments, and you’ll be able to track progress to ensure that everyone is up to speed.
  • Micro-Learning: Sending out text reminders, small-scale email updates, or brief recordings will allow you to relay valuable information without overwhelming your sales force. This quick, incremental form of communication is the best way to reinforce retention and recall without having to squeeze everyone into a conference room.

Immediate Feedback

Regardless of your specific industry, sector, or niche, talent development begins and ends with instructive feedback. So whether you happen to be facilitating remote sales calls or in-person negotiations, you’ll want to make sure you are not only recording the conversations, but also conducting exhaustive post-sale brainstorming sessions with all of your trainees.

After all, real-life training programs call for real-life criticisms supported by real-life data.

Hands-On Training

Regardless of whether you happen to work in the software industry or insurance sector, your entire workforce should have intimate knowledge of the entire in-house product line. They should understand how the products work and how they differ from the competition, for this will allow every employee to come across as an expert on the subject matter, making it that much easier to close sales, generate leads, and widen your firm’s scope of influence.

Maintain a Database

Revamping and refining your in-house training protocols will require some trial and error, especially if you’ve avoided addressing your corporate coaching tactics for some time. So in order to streamline your research and development aptitudes, you’ll want to maintain a catalogue of all e-learning programs, micro-learning disseminations, and feedback techniques you employ throughout the year. This will allow you to accurately scrutinize your efforts and help you identify what works, what doesn’t, and where to go next.

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