Sales Training VS. Sales Coaching or Cut them Both?

Unfortunately companies are cutting both. Now is the time to invest in training and coaching so that when you come out of this dark economic time you’ll be better prepared. Getting rid of both is foolish, but picking only one, that’s a tough call.

Unfortunately companies are cutting both. Now is the time to invest in training and coaching so that when you come out of this dark economic time you’ll be better prepared. Getting rid of both is foolish, but picking only one, that’s a tough call.

If we lived in a perfectly Darwinian live or die society then I suppose there is an argument for ditching training altogether and letting the strongest survive – this would be incredibly cruel as we would lose a lot of new sales people who had talent but who hadn’t the right leadership, morale, or conviction to succeed. Fortunately, we live in a civilised society, though recessions tend to bring out our more hard heartedness.

I completely agree with you with regards to collective training. I for one am a huge proponent of the bonds that can be forged by coming together and learning. Not only can morale be boosted but a sense of togetherness. In a recession – now more than ever it is important to feel part of something rather than isolated and alone. No matter the experience of the mentor, one on one coaching in the absense of collective learning has the danger of affecting not only the new sales person but the experienced mentor as well.

Great podcast Shane

If we lived in a perfectly Darwinian live or die society then I suppose there is an argument for ditching training altogether and letting the strongest survive – this would be incredibly cruel as we would lose a lot of new sales people who had talent but who hadn’t the right leadership, morale, or conviction to succeed. Fortunately, we live in a civilised society, though recessions tend to bring out our more hard heartedness.

I completely agree with you with regards to collective training. I for one am a huge proponent of the bonds that can be forged by coming together and learning. Not only can morale be boosted but a sense of togetherness. In a recession – now more than ever it is important to feel part of something rather than isolated and alone. No matter the experience of the mentor, one on one coaching in the absense of collective learning has the danger of affecting not only the new sales person but the experienced mentor as well.

Great podcast Shane

Shane, of course I’m biased being a sales trainer and consultant, but I truly believe many companies could be doing so much more to weather this recession with a focus on training and development. Of course the ROI has to be there, but when it is, it’s a winning proposition. When salespeople know how to sell, they sell more. Whether the training is in-house or with somebody like you or me, training is one of the keys to sales performance improvement (exceptional sales management is another).

Shane, of course I’m biased being a sales trainer and consultant, but I truly believe many companies could be doing so much more to weather this recession with a focus on training and development. Of course the ROI has to be there, but when it is, it’s a winning proposition. When salespeople know how to sell, they sell more. Whether the training is in-house or with somebody like you or me, training is one of the keys to sales performance improvement (exceptional sales management is another).

The key in ensuring a return on your training investment is reinforcement. You can’t expect most trainees to integrate new concepts into their daily routine unless their leaders continuously reinforce those concepts.

The key in ensuring a return on your training investment is reinforcement. You can’t expect most trainees to integrate new concepts into their daily routine unless their leaders continuously reinforce those concepts.

Shane,

You have made some great points here in your podcast. I’m sure the debate on the subject will continue, however.

I continue to be disappointed that so many salespeople get no sales training whatsoever, or product training that is passed off as sales training. Then they are held accountable when the proper amount of sales don’t roll in. How can you expect them to achieve their sales quotas? It is like fielding an army with pocket knives when your enemy has cannons!

I fell into this camp for many years as I never received any “formal” sales training early on. I had to seek out my own sales training through massive reading. Had I never made this move, I might have been “drummed” out of the sales profession altogether.

Thanks for the rant as it was a good one!

Will Fultz

Shane,

You have made some great points here in your podcast. I’m sure the debate on the subject will continue, however.

I continue to be disappointed that so many salespeople get no sales training whatsoever, or product training that is passed off as sales training. Then they are held accountable when the proper amount of sales don’t roll in. How can you expect them to achieve their sales quotas? It is like fielding an army with pocket knives when your enemy has cannons!

I fell into this camp for many years as I never received any “formal” sales training early on. I had to seek out my own sales training through massive reading. Had I never made this move, I might have been “drummed” out of the sales profession altogether.

Thanks for the rant as it was a good one!

Will Fultz

All great points to those who have posted comments. Will Fultz, Skip Anderson, Gregory Deming Jak Zufelt and Nesh Thompson all bring up the bigger issue: Leaderhsip. It seems that many people are managing this economic crisis, managing sales people, and managing budgets but very few are leading. Very few have a strong vision and plan mapped out. Cutting costs to the point where we disable our people’s development or assume that all people learn the same way and only offering one format is not Leadership.

Implementation will not occur even with the best sales training. Good training for it to work, needs good leaders in the company to take ownership of the process. You can’t outsource leadership.

All great points to those who have posted comments. Will Fultz, Skip Anderson, Gregory Deming Jak Zufelt and Nesh Thompson all bring up the bigger issue: Leaderhsip. It seems that many people are managing this economic crisis, managing sales people, and managing budgets but very few are leading. Very few have a strong vision and plan mapped out. Cutting costs to the point where we disable our people’s development or assume that all people learn the same way and only offering one format is not Leadership.

Implementation will not occur even with the best sales training. Good training for it to work, needs good leaders in the company to take ownership of the process. You can’t outsource leadership.

Great podcast Shane. Many companies where sales have collapsed and the company is leveraged have no choice. They are cutting all expenses in a desperate attempt to hang on, hoping that the economy will change and save the day. These companies are only delaying the inevitable.

Other companies, that have the runway and fortitude to do what is right are seeing these times as the best opportunity in the world to change the landscape and come out the other side stronger than ever.
Focus on these companies. In a number of years, they will be the new leaders.

Great podcast Shane. Many companies where sales have collapsed and the company is leveraged have no choice. They are cutting all expenses in a desperate attempt to hang on, hoping that the economy will change and save the day. These companies are only delaying the inevitable.

Other companies, that have the runway and fortitude to do what is right are seeing these times as the best opportunity in the world to change the landscape and come out the other side stronger than ever.
Focus on these companies. In a number of years, they will be the new leaders.