Here’s what we know: Continuous training gives 50% higher net sales per employee, but the impact of sales training can be hard to measure and so many sales leaders doubt its effectiveness. The truth is that investing in our people has a positive impact on our organization, even if that impact is not clearly seen in sales results immediately following a training program.
We also understand that expertise is exactly what customers are looking for today. The bar has been raised for sales organizations in how they select and develop their people. Customers will spend time with salespeople who they believe will bring them relevant expertise, and who will help them solve their business problems. In the content era, expertise was product expertise, but today it goes far beyond that to business acumen, industry knowledge, company and stakeholder knowledge, and team leverage knowledge and access, etc.
So how does all of this affect the way sales team development and coaching is delivered? Should we anticipate a strong preference towards digital delivery? Have the days of classroom events been consigned to the annals of history? Or is it more likely that a blended approach becomes the norm?
We all need to be fully prepared and ready to adapt in time for the “brave new sales world” that is rapidly approaching.
Jonathan Farrington once again hosts the panel comprising of Mike Esterday, Damon Jones, Dave Kurlan and Colum Lundt, all eminently qualified to discuss and debate this significant topic.