Sales training is a critical component of any successful sales organization. However, despite the significant investment of time, money, and resources, many sales training programs fail to deliver the desired results. According to various studies, the most common reason why sales training fails is the inadequate assessment of sales knowledge, sales skills, sales behaviors, and sales attitudes.
The Importance of Assessment
Before developing a sales training program, it’s essential to assess the current level of sales knowledge, sales skills, sales behaviors, and sales attitudes of the sales team. This involves gathering data and insights on the strengths and weaknesses of the sales team, as well as identifying the gaps in knowledge, skills, and behaviors that need to be addressed.Why TNA and TNI derived from PMS Cycles are Not Enough
While Training Needs Assessment (TNA) and Training Needs Inventory (TNI) are commonly used methods for assessing training needs, they are often insufficient for assessing the complex needs of a sales team. TNA and TNI typically focus on identifying the knowledge and skills gaps of individual sales team members, but they often neglect to assess the behavioral and attitudinal aspects of sales performance.A More Comprehensive Approach to Assessment
To get a complete picture of the sales team’s needs, a more comprehensive approach to assessment is required. This involves using atleast these 3-4 diagnostic tools and techniques:- Stakeholder expectations and feedback (to discover trainable issues and systemic issues)
- Organisation’s Sales Process
- Sales Targets
- Sales call observations and feedback
Sample Size and Distribution
To ensure that the assessment is accurate and representative, it’s essential to select a sample size of participants that is distributed across the best, average, and struggling sales performers. This can help to differentiate between the chaff and the grain of sales knowledge, sales skills, and sales behavior, as well as sales attitude.For example, a sample size of 20 participants could be distributed as accompanying atleast 5-6 salespersons as follows:
- 25% top-performing sales reps
- 50% average-performing sales reps
- 25 struggling sales reps
Sales Call Visits: A Critical Component of Assessment
Sales call visits are a critical component of the assessment process. By observing sales team members in real-world sales situations, trainers can gain a deeper understanding of their strengths and weaknesses, as well as identify areas for improvement.During sales call visits, trainers should pay attention to the following:
- Sales knowledge: Does the sales team member have a thorough understanding of the product or service being sold?
- Sales skills: Does the sales team member demonstrate the necessary skills to effectively communicate with customers and close deals?
- Sales behaviors: Does the sales team member exhibit the desired behaviors, such as active listening and empathy?
- Sales attitude: Does the sales team member have a positive and customer-focused attitude?
In Conclusion:
Inadequate assessment of sales knowledge, sales skills, sales behaviors, and sales attitudes is the most common reason why sales training fails. To avoid this pitfall, it’s essential to use a comprehensive approach to assessment, including capturing stakeholders expectations, immersion in the organisation’s sales processes, sales targets, sales call observations,. By selecting a sample size of participants that is distributed across the best, average, and struggling sales performers, trainers can gain a deeper understanding of the sales team’s needs and develop targeted training programs that deliver real results.
Tattvam Transformations conducts a unique and specialized sales training program titled:
SalesCraft – The Art and Science of Selling, designed to equip sales professionals with science-backed techniques and advanced skills to excel in today’s competitive market.
If you want to know more, connect with Hari Menon at +91 9769005087 or hari@ourtattvam.com.
SalesCraft – The Art and Science of Selling, designed to equip sales professionals with science-backed techniques and advanced skills to excel in today’s competitive market.
If you want to know more, connect with Hari Menon at +91 9769005087 or hari@ourtattvam.com.