Category Archives: Sales Training Measurement
According to Aberdeen Research, coached teams achieve 15% higher lead conversion rates and 14% shorter sales cycles than teams that are not coached (Aberdeen, 2014) … but we don’t really need research to justify coaching — it’s intuitive to anyone in sales. With almost universal acknowledgement and such obvious benefits, one would think that sales coaching would be a science by now. Unfortunately for our sellers, it is not. The typical sales organization struggles mightily to build a consistent and effective sales coaching program. When coaching fails, we tend to throw frontline sales managers under the bus, but in our experience, the problem is broader and so is the solution. There are three typical reasons for failed sales coaching programs:
Lack of visibility at the top Lack of practical processes and tools in the middle Lack of accountability on the frontlines.
The key to building a successful coaching program is to address all three levels simultaneously.
Signs of a Poor Sales Coaching Program
The tell-tale sign of a poor coaching program is a sales leader who has no idea when, where, or even if coaching is taking place in his/her organization. Visibility is essential to execution, not only because it fosters accountability, but because execution needs direction, and direction is only possible when leaders have insight into the behaviors of their teams. Ultimately, good coaching programs require » Continue Reading.
In my previous posts — How Effective are Your Sales Training Programs? and Order Matters: The Sequence of Sales Training Measurement — I made a business case for measuring the impact of sales training and explained the proper sequence to do so.
At this point, you should be ready to establish your own measurement strategy for sales training . But first, I’ll share five guiding principles to help you through the process.
Principle One: Start Where You Want to End When you start with the end in mind, your measurement plan will be more likely to address those things that matter most to your business. You will be aligned with the outcome that you are trying to achieve. If you identify best practices and then establish current performance as a baseline, you can see where opportunities for improvement exist and track changes along the way. Principle Two: Feedback Is a Gift Giving feedback to the individual going through training should be part of the learning journey. For everything that is measured, make sure the individual has the opportunity to see his/her results and be a part of an ongoing developmental dialogue. Put the individual in charge of his/her learning, and help him/her understand how to use that information to guide his/her continuous learning. When he/she expects and get feedback, there is more engagement and compliance. Principle Three: Methodology Matters It is best to measure performance in » Continue Reading.
Four tips for developing a sequence of sales training measurement
In my previous post — How effective are Your Sales Training Programs? — we made a business case for why companies should invest in sales training measurement. Now that the importance of measurement has been established, it’s vital to adopt the proper measurement sequence to have the greatest impact on performance.
Sales Training measurement is not a one-and-done prospect. The standard pre- and post-test approach isn’t sufficient to achieve lasting change.
The Kirkpatrick Four-level Training Evaluation model has become a cornerstone in the learning industry, looking at reaction, learning, behavior, and results. These traditional measures are familiar and necessary, but they’re not sufficient. At Richardson, we build on the Kirkpatrick model by identifying additional factors that come into play.
Before training individuals, we want to know their natural talents and skills. There’s an important difference between the two. Talent refers to an individual’s aptitude and motivation. Talent is a part of their DNA because people can be great at jobs that are a good fit. The other side of that coin is that while a poor fit can be workable, it’s not optimal. It’s hard to be passionate about a job that doesn’t play to a person’s talents.
The other element involves skills. This is the “how” of doing something. Skills can be observed. If there was a video camera taping a client meeting, what would the camera » Continue Reading.