7 Crtical Steps In Developing A Sales Training System That Actually Works

Are you about to get serious about your sales training program? Maybe in the past you simply relied on hiring sales people with proven track records but now you see the value of having a unified professional approach that assures that your company is being represented the way you want. But before you race out and buy the first course you come across, think about using these steps to really evaluate what you want.

1. What will the sales training achieve?

Meet with the various stakeholders whose operations are directly affected by sales and get their input on what they would like to see as a result of sales training. Decide how the training will look like and what format is best. Establish firm objectives that can be measured and have a tool to determine if the objectives have been met.

2. Get Input From Others

Specifically from the trainees. What do they expect to get out of sales training? Other stakeholders outside of sales should be consulted for what they think training should include. Run time frames by all regarding total time for each phase of training.

3. Establish a budget

Your program will only be a serious as the budget is. Determine a provisional budget for cost of instruction, accommodations venues and other expenses. It's important to have an approved amount before negotiating with training providers.

4. Agree on Evaluation Process

For the minimalist, this could simply be a comparison of gross sales before training compared to results after training. However, agreeing on what will be used to measure results should be more complex to improve the process in the future. The Kirkpatrick System is viewed as one of the easiest and least expensive models and measures reaction to training, evaluates actual learning, measures sustainability of new sales behavior as well as bottom line results.

5. What Characteristics should your training provider have?

Find out what style of training the trainees feel most comfortable with and include that in your evaluation of providers. Consider the sales philosophy of a provider and determine if their materials, presentation style, follow up and expectations match those of your own organizations. How will the provider measure success and how will they communicate that to you. Lastly what are their credentials and certifications?

6. How Do You Find Providers?

Probably the best answer to this challenge is to work your network with competitors, vendors and community resources. Ask your existing sales force for ideas. You may have someone who had great training before joining your organization. If you have a university in your community ask them for referrals. Don't dismiss the idea of online training particularly as an ongoing training tool.

7. The Evaluation process

When you solicit proposals, be sure to include a requirement for case studies or other demonstrations of a guaranteed ROI. Don't accept references at face value, check them thoroughly and determine the satisfaction level of previous clients. Run their names through your network and see what you get back. Ask if they are willing to spend time before award to meet your sales force and then get the opinions of your people. If you can get a short list of qualified firms then it's pretty much a coin flip.

By: Mark Polman

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As an experienced expert in business management Marl Polman is well aware of the importance of having a well trained, motivated and productive sales team. While he has a particular fondness for online sales training as an ongoing resource, he understands the value of on site, face to face sales training as well.