Training Industry Magazine - Winter 2014 - (Page 39)

RAISING BAR: the By Steve Andersen & Craig Jones T H E I M PAC T O F S A L E S T R A I N I N G O N E F F E C T I V E C U S TO M E R E N G AG E M E N T If you've been to sales training, you know the feeling. You participate in the training session, and there is a buzz or a glow for a few days or weeks after the event. And then, nothing really changes. Participants fill out evaluations and say good things about the facilitator, and the facilitator reports that the class went well. Yet, nothing really changes. And, wanting to impact their entire organization with these new sales best practices, the sales leadership and learning and development teams train hundreds or perhaps even thousands of people on the new material. And all too often, nothing really changes. SO, WHY IS THIS THE CASE, WHEN ALL SIGNS INDICATE THE TRAINING EXPERIENCE WENT WELL? The sales training profession faces many challenges as it tries to keep up with changing customer expectations, buying patterns, technology trends and the "rise of procurement" during the down economy. There are six key success factors for increasing the value of sales training, allowing it to become more oriented to impacting effective customer engagement before and beyond the sale to remain relevant. The bottom line is that sales training needs to evolve beyond just making the sale and the tips and tricks required to close business. Otherwise, it won't keep up with the next generation of buyers that are demanding more from their suppliers than ever before. Today's salespeople and account managers are trying to meet customer expectations in a world of commoditization, increasing competition and complex customer decision-making processes. In doing so, they are facing difficulties that go far beyond those that existed in the 80s and 90s. TRAINING INDUSTRY MAGAZINE - WINTER2014 I WWW.TRAININGINDUSTRY.COM/MAGAZINE 39

Table of Contents for the Digital Edition of Training Industry Magazine - Winter 2014

Tracking Trends
Table of Contents
Guest Editor: Meeting Today's Learning Consumers Where They Are
Facilitating Change
How Smart Leaders Squash Employee Entitlement
The Reskilling of Design
Responsive Design and Learning Solutions
Women, Leadership and Emotional Intelligence
Key Trends for 2014: Shifting to Business-Centric Learning
The Promise of Badges for Learning and Development
The Business Leader's Bottom Line: Aligning Learning with Organizational Needs
Raising the Bar: The Impact of Sales Training on Effective Customer Engagement
The Language of Measurement: When to Assess, Evalutate and Test
Casebook: Combined Insurance: Ensuring Efficient Sales Training via Mobile Learning
The Challenge of Workplace Re-entry After Training
The Learning Shift: From Event to Process
What's Online
Company News

Training Industry Magazine - Winter 2014