Training Industry Magazine - Sales 2016 - (Page 22)

FOUR STEPS TO DESIGNING AN EFFECTIVE SALES TR AINING PROGRAM BY DAVE MATTSON START When thinking about creating a new sales training program, there is almost an infinite number of considerations. Hot trends in adult learning models, teaching methods, delivery methods and multimedia can be confusing. Are you going to try microlearning for the millennials? Or instructional design for the behaviorists? Designing an effective sales training program really boils down to one question: Does it create long-term change in the behavior of the salespeople, leading to positive results? Whether you are creating your own training program or hiring an outsourced training company, you are going to be judged on those results. And changing adult behavior can be very difficult. The path to a new behavior is a long and winding road. That road starts with an awareness of a new and better possibility. Then the participants must actually gain the required knowledge and skills. Next, they have to apply those skills for the first time in a real-life situation. 22 Then they have to apply them frequently enough over a short period of time to create a habit, integrating the new behavior into their everyday routine. Finally, they practice the new behavior often enough that they become masters of the new technique and can teach it to others. The path from awareness to mastery can take years. Now, let's think about some of those options for your sales training. Do you think a two-day boot camp in Las Vegas will lead to that lasting change? Do you think listening to a sales coach on a two-hour webinar will make it happen? What about your current sales training program? Are there places for discovery, learning, practice and reinforcement? FOUR KEY PHASES OF EFFECTIVE SALES TRAINING PROGRAMS 1 | EVALUATION To design an effective sales training program, you need to know three things: where your team is now, where you want it to be and how you are going to bridge the gap. To obtain that knowledge, start with an accurate assessment of your current reality. The evaluation phase should include self-assessment by the participants; a 360-degree assessment by peers, managers, subordinates and clients; and an objective

Table of Contents for the Digital Edition of Training Industry Magazine - Sales 2016

Training Industry Magazine - Sales 2016
Perspectives on Sales Training
Table of Contents
Four Ways to Increase the Impact of Sales Coaching
Sales Training: Is It Worth It?
Trust Is Dead. Long Live Trust!
The Salesperson's Most Valuable Portfolio: Aligning with What Matters Most to Your Customer
Great Selling Today: Navigating Change
Big Data-Driven Sales Training
Designing an Effective Sales Training Program
Putting the Cart Before the Horse?
Helping Sales and Marketing March Together
Modern Sales Management
What Sets High-Performing Teams Apart
Four Keys to Rapid Behavior Change
Do Your Salespeople Know Where They're Struggling
Banish the Other Four Lettered F-Word
The Secret of Sales Enablement
What's Online
Company News

Training Industry Magazine - Sales 2016