Post Sales Training Recidivism
In some form or fashion you train your sales and marketing staff, correct? Whether you have built your own in house training program or farm it out to a consultant (like me) there is some guidance and structure for your sales team to follow.
In my career I've found it's relatively easy to train reps to increase their sales, and usually pretty quickly. By focusing on a few key areas of the sales plan and making the appropriate changes, results are often seen within weeks and sometimes as early as the very next day after training. I vividly remember a rep from one of my clients reporting a 6 Medicare referral sales call by 9am the day after training. Now that's what I call a return on investment!
Don't Fall Back On Your Sales Training!
That said, how long does this "training effect" last once the training is over. In other words, is training even worth investing in if the results are short lived?
The answer to "is training even worth it?" is a definitive..."maybe".
Here's what I have noticed over the years.
- If you provide 1-2 days of sales training and have no follow up the "training effect" is generally around 3-4 weeks.
- If you provide 1-2 days of sales training and have a plan to follow up for for 1-2 months the "training effect" is around 2-3 months.
- If you provide 1-2 days of sales training and incorporate the training into your ongoing sales plan that is measured and managed the "training effect" becomes part of the sales DNA of your agency and lasts for as long as you want it to.
As you can see, the training is exactly the same. The cost of training is the same. The follow up is the key to making sure you get long lasting value from your investment.
Now, what if you could extend the training? Would that help extend the "training effect"? Let's talk about training for 10-13 weeks (like we provide via our Accelerator webinar training or our PowerCoach one on one coaching)
- If you provide 2-3 months worth of training and offer no additional support the "training effect" is around 3-4 months.
- If you provide 2-3 months worth of training and follow up/support for another 3 months the "training effect" is around 6-9 months.
- If you provide 2-3 months worth of training and incorporate that training into your ongoing sales plan that is measured and managed the "training effect" lasts for as long as you want it to.
So, what's the takeaway?
Provide sales and marketing training for your team.
The longer the training cycle lasts, the better your results will be.
If you have no plan to follow up and incorporate the training into your ongoing sales plan your return on investment will be very low.
Sales training is often seen as a "motivational" exercise for the sales team to get them "pumped up". While it's true, many reps are energized by getting new ideas and techniques, motivation is a fleeting thing. Once someone gets a flat tire, has an argument with their spouse, or misses out on the last donut in the break room their motivation can quickly be gone. Habit is a much more powerful driver of successful sales techniques. Building good habits takes time and repetition. Focus on using training and mentoring to help your team build great sales habits and they'll pay you back in spades with more referrals, admissions, and increased census.
Our 10 week Accelerator programs for 2021 are now open for registration. Visit the Accelerator page and register your team for the January session today.
Good Selling!
Michael Giudicissi
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