How can a sales training program be effective if the attendees lack the attributes required for sales success? Putting individuals who lack the necessary attributes through a sales training program is a little like using a brick to absorb water. Over long periods of time, the brick may actually absorb a little water. However, it won’t absorb anywhere near as much water as a sponge.
Before a company invests in training its salespeople, it should determine whether each salesperson has the attributes required for sales success. Salespeople with the necessary attributes are much more likely to absorb sales training content and apply it effectively in the field. Successful application of sales training concepts in the field generates higher sales and produces the desired return on training investments. This approach also avoids wasting sales training dollars on individuals who are incapable of learning the curriculum. Increased sales minus lower training expenses equals a maximum return on training investments.