Sales Training Consultants
Performance Through People
SALES TRAINING MISTAKES
- No Executive Sponsorship
This section fits together with What Changes?. Real change in the sales force can only happen if there is a top-down desire throughout the management team to make change happen. In our view, this is the most common reason for sales training failing, no management buy-in to change their behaviour and how they work with their sales people.
There are really two situations where the whole organization gets fully behind the change program. Firstly, and most commonly, when the company is in real, and obvious, trouble. There is no doubt that change must take place. This can be competitive threat, a fundamental change in the market, an economic downturn, etc. Secondly, when the company is doing so well that it's velocity of growth is causing the business to stall. Not so common in the IT business today (maybe more common prior to the dot.com crash), but still a possibility in new, niche technologies.
Other examples include, when the sales team changing their behaviour also affects other departments who haven't been engaged and are not prepared to change their way of working. For example, sales are trained to drive more customers to order over the web, but the operations and order entry departments have not visibility of these changes, and no processes or systems to cope.
Please see The way forward for a better approach to sales training.
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