The current situation in sales training is that participants often want to have fun rather than learn about how to sell. Only a small percentage of the training group wants to work on problems and their causes. So here is my version of where we are heading with sales training.
Some time ago, in 2000, it was hard to find information about sales, such as methods, approaches, answers to frequently asked questions, etc. There were “Cut/unfinished” articles, and salespeople often searched for access to this information. For many, in-depth sales training was out of reach because companies usually organized only inside sales training, where they worked with limited available information. Only bigger companies with better resources were able to hire the best sales trainers and train their employees more efficiently.
Nowadays, the Internet is a treasure trove for every salesperson. There are articles, sales coaches, open source or free books from different consultants, and sales groups from social networks. Every salesperson can get answers to his/her questions, which slowly leads to the devaluation of sales training. Why pay for training if you can watch a webinar or read a few great articles about sales? Time has become our most valuable resource, so why waste it?
Is it worth it to send salespeople to personal growth training? I think not. The value you get from such trainings will be hardly noticeable in sales results.
Industry leaders do otherwise. They develop a system where the sales rep is forced to improve. If he doesn’t , he either can’t sell or the sales system brake him differently.
The most interesting thing is that clients nowadays have different expectations from sales and products. They are qualified to deal with day-to-day tasks. Clients want to work with products and services that perform tasks faster and more efficiently.
A few years ago, a sales (system/sales rep) audit was “foreplay” to sales training. Right now, it’s an initiation to changes in a sales department. Most often, the company will implement changes themselves, without outside help.
To conclude: there is a lot of information available for free, and it is worthless to sell it. Information can be found independently and often problem/task can be solved by sales departments on their own. That’s why right now, in the era of big data, different business/system/structure audits are becoming more and more popular.