Good sales training – that is – sales training that works. Needs three core elements:
Element number one: Context. A sales training system that does not understand the context in which it is selling will fail. Adaptation is key to effective sales training. Trying to use a sales system that works in SaaS will be less effective in financial services.
Element number two: Playbook. A sales training system that does not include a centralized source of truth will fail. This playbook will includes a clear path to success, a lead generation system, the sales philosophy, and more.
Element number three: Leadership. If the sales leadership is not bought into the sales training – if they are not part of its design – the sales training will fail. Leadership needs to ensure execution of the playbook in order to iterate, improve, and scale.
Sales training is a three-legged stool. Pull out one, it fails.
To put this in perspective, many sales training systems don’t do any of these three.
Why?
It’s harder. Take longer.
People like easy, simple, fast.
This is unwise.
In truth, the above can be done easily, simply, and quickly – with the right approach.