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By Eric Morse October 3, 2018

Sales Enablement: Certification, the Missing Element in Sales Training

As we all know and probably experienced in our career, there is a lot of sales training programs out there in the market place. We typically sit in a room for hours or sometimes days listening to an instructor tell you how to close more deals or improve a certain skillset. . 

One of my early experiences was with a company called Lanier. At the time we were selling a new concept for the B2B marketplace. The training was rigorous, why. They demanded that each of us trainees, could do an effective cold call, effective 1st meeting, effective discovery meeting, demo, solution presentation and close. It was "intense" to say the least. But it worked and I was very successful because of that rigor of sales certification that I implemented into my daily work life. 

So today, their is tons of content, sales playbooks, scripts, training, process etc at your finger tips and companies spend $$BILLIONS on these program each year. A lot of these programs are great, but let’s face it folks, there is no instant fix when it comes to a broken sales machine.

CSO expectations are usually very clear. The program must provide an increased skill level or increased sales in order to justify the spend. 

So I would like to provide a few points for you to consider when looking into this area. This is based on a lot of client engagements:.

First: Understand well the Persona/buyer you are selling to before you train. Why a lot of training is on techniques, process and if you cannot relate the training to your target personas my opinion the training will not be as relevant or stick. 

Second, ensure that the training you are receiving is mapped to your sales process. Where is this knowledge going to be applicable to my sales funnel or improving my skill set. Most important is this going to make the salesperson more effective at a key activity. Those are steps that move the sales forward, like good conversations, 1st meetings, solution presentations etc. 

Third, ensure that their is a scenario or a relevant case study in front of the students to map how this training will work in real life situations. The best way I know is to ensure there is pre-work assignment that includes the scenario, the persona, the sales process and how this training will increase sales or improve skillset. 

Finally, CERTIFY, CERTIFY, CERTIFY. Ensure the student can make a cold call, 1st meeting, and that the knowledge imparted in the training is learned, acknowledged and implemented into their daily lives. Do this with fellow classmates, ensure sales management is involved. And stop kidding yourself, if they cannot do it in the classroom, they will not do it with a customer or prospect. 

For more information on our approach to sales certification and Paint-the-Picture sales playbook, please visit www.salesresult.com or download a copy of the CEO/CSO guide to a winning sales organization.

 

 

Topics: Sales Management, Sales Process, Sales Playbook, Sales Coaching, Sales Training, Sales Team Enablement, Sales Consulting, Sales Leadership: C-Level & VPs, Sales Tools, Sales Funnel

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