Implementing a "cookie-cutter" sales training program may seem like a quick band-aid to poor sales performance, but could that out-of-the-box solution be hurting your bottom line more than helping it? If your sales training programs are defined by a thick binder of materials sales professionals need to work tediously at memorizing, you are missing the mark. Interaction, practical exercises, and coaching in handling "real-world" challenging sales situations remain the three key active elements of effective sales training programs. While it may seem time consuming to build a sales process unique to your organization, here are 3 key reasons to shy away from the quick fix and get serious about your internal sales training program.
Out-of-the-box sales training programs aren't customized to your unique customers. While marketing works diligently to set your company apart from its competitors, an out of the box sales training program works directly against the progress you've made winning the respect of your prospective new customer. An effective sales training program identifies the milestones your buyers have taken from inquiry to customer that present an opportunity for memorable and impactful sales engagement. Customer research is key when building a sales training program as opposed to out-of-the-box sales training programs.
Out-of-the-box sales training programs are usually so rigid that (if given the opportunity) sales professionals will skip the steps they find the least valuable. Worse, many organizations look at out of the box solutions and allow sales professionals to skip steps that the company itself doesn't even see valuable. This kind of behavior establishes an "everything is optional" mentality and makes holding accountability virtually impossible.
Out-of-the-box sales training programs don't take sales enablement into consideration. While many sales training programs address outbound calling to prospects, few actually supply you with the tools and resources you need to successfully follow up those conversations. Whether it be a sales email template that addresses a concern the sales professional just addressed with the prospect or ensuring transparency of reporting with a sales enablement CRM, customized sales processes take into consideration people, process and tools to ensure the strategy is as efficient and effective as possible.