Top 5 reasons SMEs fail to get the most out of sales training

Experience shows that simply investing in sales training does not guarantee improved results. Here, we examine five pitfalls that are holding SMEs’ training programmes back.

Many SMEs assume investing in sales training will automatically increase sales productivity. In fact, as the sales team is on the frontline when it comes to revenue and profit, many executives believe improving sales skills will have a positive, immediate and direct impact on the company’s bottom line.

Such an assumption, however, has not served companies particularly well: in reality, firms waste huge sums of money on ineffective sales training. This is clearly an issue, not least because there is often pressure on SMEs to provide training in order to retain talent, as it is seen as an essential benefit that many larger competitors offer. Similarly, with smaller learning and development budgets than larger corporations, SMEs have to demonstrate real value from any investment in this area.

Here, we list five of the biggest mistakes that cause SMEs to waste their training budgets, and explore the simple processes that can help you get the most out of your sales training programme.

Trying to fix the wrong problem
Organisations frequently embark on sales training initiatives without a clear definition of the problems they are trying to solve. While sales training is a great tool for improving selling skills, it can’t fix organisational issues, misaligned compensation strategies or ineffective hiring practices. As such, training should only be undertaken if there is a clear definition of why it is needed and what the expected outcomes are.

The training team – whether internal or external – should work with key stakeholders to identify current gaps and challenges in the organisation that training can work to address. This must then be used as a blueprint for prioritising the training programme.

Looking six to 12 months ahead, the team should work with stakeholders to define what they expect to be different after the training has finished and how they will measure success moving forward.

A lack of communication
Training programmes are often initiated because someone has identified a surplus in the budget and feels it is a positive thing to spend the money on. Unfortunately, as a result of this, there is regularly a lack of clear sponsorship or connection to key stakeholders once the programme is initiated.

For training to be successful, stakeholders need to be a part of the conversation before, during and after the fact, so they can communicate enthusiasm and expectations throughout the process. In a number of cases, we’ve seen training programmes become an end in themselves, rather than being used as a means to solve the key problems stakeholders identified.

Ensuring sales leadership is involved in sponsoring the programme – and is visible throughout – will result in a sales team that is invested in the training from the get go.

Failing to define desired outcomes
Identifying a problem is the first step, but it is also crucial to define the desired outcomes that are expected as a result of the training. How will the sponsors know if the programme has been successful? How will they measure results?

The key factors to look out for are: whether participants enjoy the training; whether they understand the material being discussed; whether they are able to apply it and create that crucial behaviour change; whether they receive post-training support to ensure the new method is implemented; and whether the training produces business results.

By including outcome measures in the programme charter and defining them before the training is underway, you can ensure participants receive the most out of each session. Making use of surveys, coaching and benchmarking to measure the desired outcomes after the training will help to discern whether it has been properly implemented or not.

Without a real implementation method, training can be delivered in a classroom environment and then forgotten as soon as the session is over.

More…https://www.europeanceo.com/business-and-management/top-5-reasons-smes-fail-to-get-the-most-out-of-sales-training/

Written by European Ceo