The Cost of Sales Training

Many have written that sales training dollars are often wasted. The pundits claim that most training is in a group setting (sub-optimal) and that 1) not all attendees need or want the same training, 2) all of the sales people are out of the field at the same time risking lost opportunities, and 3) after three days to a week of day-long exercises, most of what is learned is forgotten within 90 days and people are back to doing what they've always done. Of course there are more excuses.

Let's address each one.

Most training providers know that one size may or may not fit all. For example, we find that using a baseline Business Acumen test reveals an average score of around 40%. Not one person has scored 100%. That suggests that "everyone needs to up-level their business acumen" if business acumen is important for you as a sales manager or training manager to help gain entry to the executive C-Level suite. If not, perhaps there is another set of baseline "table steaks" skills that are warranted.

Once you have each person baselined, then and only then can custom training be developed. Keep in mind, custom training is expensive. That is why #2 above usually takes place. It is more cost effective. Further, one might also justify taking everyone out of the field if keeping them in the field performing poorly results in behavior that is much worse!

Looking at #3, we admit it is human nature to resist new ideas and the discomfort that goes with it. What is worse is making the training a one-time event. To affect behavior changes, reinforcement for between six months to twelve months is required. Yet companies resist the incremental investment.

How have you invested in training for sellers? Is it a cost or an investment?

Remember, we live in a selling world where 80% of the revenues come from 20% of the reps/customers. And you accept that as long as you make the number. The question is not the cost of of training but the losses from not training!