When it comes to training in sales management, we can all envision our investment creating impacts that we can measure. After all, nobody invests in sales management training expecting it not to succeed. However, this can happen for a number of reasons. In this blog, we’re going to detail four of the ways in which this can happen, and how these failures can be transformed into successes.
The first way in which training in sales management can run into problem is a real bugbear of any modern management coaches: an over-reliance on classroom training. There’s no doubt that theory training can be incredibly helpful to sales management staff, but it doesn’t always need to take place in a classroom setting. A specialist coach can also offer 1-on-1 training, virtual coaching and remote assessment. These methods can lead to more practical experience and training that can be more easily measured than the classroom. After all, there are many examples out there of A-level students who struggle in practical situations; and C-level students who thrive in such circumstances. So as helpful as the classroom can be, don’t solely rely on it as the answer. The second way in which management in sales training can be problematic is when the wrong person is taking the training. Coaching sales people can be a difficult task. Many organisations look internally at other sales managers to perform such coaching. While managers may do well at teaching others how they manage, they may not be best placed to translate this to other people’s behaviours and personalities. This is why many businesses today now turn to external coaches with experience in sales management to provide such training.
The third way in which management sales training can run into problems is when courses don’t truly address the issue at the heart of the leadership problem. Sure, you can teach managers how to deal with paperwork more efficiently; how to better organise meetings; and how to deal with the deluge of daily tasks. However, is this truly what management is? Or is this just what their role requires? Many sales managers were successful sales people. They likely have the acumen to deal with what their job role requires on paper, but problems tend to arise when they have to deal with others in their team. They may have had next to no training in how to manage others, so this is where you should focus your management training efforts. Lastly, but not least, management training issues can stem from a lack of investment. This is perhaps one of the most common reasons why sales training of managers can fail. Sure training can require committed investment, but within a sales environment, it can be the difference between keeping heads above water and exceeding targets. But an investment is supposed to provide returns. Many can worry that there is no way to measure the impact of such training. They need to see the returns.
Thankfully, with the right sales coach in place, this is completely doable. A professional coach providing training in sales management will be able to measure the outcomes and the levels of knowledge retention amongst your staff. They will also have the knowledge to ensure that none of the aforementioned issues will happen within your training program.