I get this question all the time from the sales leaders we are working with… The type of sales training that is most effective, or “sticky,” varies depending on a number of factors such as the industry, the target audience, and the goals of the training. However, some training approaches have been shown to be more effective in ensuring that sales skills are retained and applied in real-world situations. These include:
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Hands-on, practical training: Salespeople are more likely to retain information and skills when they have opportunities to apply them in real-world scenarios. Practical, hands-on training that simulates real sales situations can help salespeople internalize and apply the skills they learn.
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Personalized training: Sales training that is tailored to the individual needs and goals of each salesperson is more likely to be effective than generic training programs. Personalized training can help salespeople understand how to apply the skills they learn in their specific roles and work environment.
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Interactive training ( my favorite!): Engaging, interactive training methods, such as role-playing exercises, case studies, and group discussions, can help salespeople retain information and skills better than passive methods, such as lectures or online courses.
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Reinforcement and follow-up. This is the key. If there is no buying from management -everything else is pretty much useless: Sales training that is reinforced through follow-up and reinforcement activities, such as coaching, feedback, and ongoing support, is more likely to be effective and stick with salespeople over time.
Ultimately, the most effective sales training is one that is customized to meet the specific needs of your sales team and is delivered through a combination of practical, personalized, interactive, and reinforced methods.
