One of the biggest mistakes companies make is not following up on their investment of time and money in employee training. The crime is not sending your employees to training. (Please send them! There are many good training opportunities out there that will make your employees better!) The crime is the lack of intentional follow-up for those that attend trainings. We understand, it’s easy to do. While your reps are at the training, they eat, sleep, and breathe the material they're learning, but the second they walk out the door and crack open their email, they’ve checked-out.
I recently attended one sales training where the speaker opened the event asking, “What do you hope to get out of this training?” Quite honestly, I hadn’t thought about it. I ran through all of the potential things I could learn:
*How do I differentiate my service and or product?
*How do I prevent my customer from Price Shopping me?
*How do I qualify my customer?
*How do I build credibility?
*How do I grow my business with current customers without giving up margins?
With my list finished, I could now effectively learn.
This activity forced me to rethink the way I attend trainings and how I can better capitalize on the opportunity. Whether you’re hosting onsite training, or sending employees to offsite training, you should focus on your training ROI.
Here are three ways to ensure you are getting a good return on your sales training investment:
Employee Buy-In – Make sure to have a discussion with your employee prior to planning the education or sending your employee away. What do they hope to learn? Employees will feel more connected to what they’re learning once they’ve put some time and effort thinking about what they want to get out of the training.
Establish Base Levels of Understanding – When it comes to internal training, make sure to measure your employees understanding of the topic before they attend the training. A couple ways to measure understanding include: a small exam pre and post-education, challenging your employees to a set number of sales based on new techniques learned in the training, or even schedule monthly follow-up sessions to keep the training top of mind.
Understand the Value – Do your research on the training. Is the speaker you’re bringing in or attending offering a proven method to achieve consistent results? Your time is your biggest resource, so be sure the value you receive from the training is worth the time.
Your employees are your most valued asset. Give them the tools they need to be successful. They help provide the cash flow to keep your door open, make sure it is invested wisely.
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