What constitutes failure in a sales training program? A sales training program is considered a failure if the salespeople who completed the program are unable to integrate the concepts taught during the training into their day-to-day selling activities.
Such failures are frustrating for both employers and salespeople. Employers are frustrated because they don’t earn the returns they expect from their training investments. Salespeople are frustrated because they feel that the time spent attending training was wasted.
Why do sales training programs fail? Some fail because the content is poorly designed, or because the trainer does a poor job of delivering the content. However, valid, well-designed training programs also fail. This chapter explores four reasons why these valid sales training programs fail.