Sales training, eh? One of those things everyone knows they need, but secretly dreads. Like assembling flat-pack furniture or hosting a dinner party for in-laws. But let’s be honest - most sales training doesn’t work. It’s all rah-rah workshops, vague buzzwords, and the sort of enthusiasm that fades faster than your willpower at an all-you-can-eat buffet.
Why does this happen so often? Let’s break it down.
The Short Shelf Life of Traditional Sales Training
Here’s the brutal truth: most sales training is like a New Year’s resolution. Full of good intentions, but doomed to fail by February.
Here’s why:
Knowledge Fade: Ever heard of Ebbinghaus’ Forgetting Curve? It’s the idea that we forget 70-90% of new information within days unless we reinforce it. Sales training often dumps a mountain of knowledge on participants and then leaves them to fend for themselves.
Minimal Behavioural Change: Short-term workshops are great for inspiration, but without follow-ups or structure, they rarely result in lasting change. It’s like going to the gym once and expecting a six-pack.
Limited ROI: If you’re not measuring outcomes or reinforcing lessons, how do you know it worked? Spoiler alert: you don’t.
Too Theoretical: Talking about sales strategies in abstract terms might sound impressive, but it doesn’t help much when you’re on the phone with a prospect who just “wants to think about it.”
No Accountability: Once the session is over, the follow-through often falls into the “someone else’s problem” category.
It’s not that sales training can’t work - it’s just that the traditional approach leaves a lot to be desired.
What Good Sales Training Should Look Like
To be effective, sales training needs to feel less like a motivational pep talk and more like a practical toolkit. Here’s what that looks like:
1. Blended Learning
Different people learn in different ways, and one-size-fits-all sessions don’t cut it. The best approaches mix live sessions, coaching, and ongoing support. The goal? To make sure everyone walks away with actionable tips they can use straight away.
2. Practical, Relevant Content
Sales professionals don’t need a lecture on “leveraging synergies.” They need tools for handling objections, running effective calls, and identifying the right prospects. The more relevant and actionable the training, the more likely it is to stick.
3. Accountability and Follow-Up
Training without follow-up is like a New Year’s resolution—doomed. Regular check-ins, feedback loops, and measurable frameworks help ensure the lessons aren’t just learned but applied.
Why Measuring Success Matters
If you can’t measure it, you can’t improve it. It’s a simple mantra, but one that’s often overlooked in sales training.
Things to prioritise measuring:
Competency Frameworks: Objective metrics track individual progress. Because “he’s doing great” doesn’t quite cut it.
Sales Velocity Formula: (# of Opportunities x Average Contract Value x Closing Rate) ÷ Average Sales Cycle = Sales Velocity.
Data-Driven Insights: From call data to revenue metrics, don’t leave room for guesswork.
It’s not glamorous, but it works.
Making Training Stick
Sales training doesn’t need to be flashy or revolutionary to work - it just needs to be practical, relevant, and reinforced. Focus on what your team really needs, deliver it in a way that resonates, and (most importantly) follow up to make sure it sticks.
Because at the end of the day, great salespeople aren’t made in a day - they’re built over time with the right tools, guidance, and a bit of patience.
And if your current approach feels more like flat-pack furniture than a solid oak table, maybe it’s time to rethink the design.