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What Works: Sales Training

Question: Why Train Unmotivated Sales Reps? 

Answer: Because the Motivated Ones Go With Them

Training is an investment that many companies short shrift in good times. It's no surprise, then, that it's nearly impossible to get adequate training dollars allotted during economic downturns. It's even tougher when many of those who receive the training don't provide a return on that investment.

Why spend the money on training if one-third of the reps are going to tune out?

Sales consultant Mike Brooks (www.mrinsidesales.com) says the answer is easy, if not obvious: the training isn't for that group, but rather for the part of the team that will actually use and benefit from it.

"The improvement that the engaged part of the team makes will not only pay for the training, it will continue to pay dividends weeks and months after the training."

Who Do You Coach?

Let's say you manage 10 sales reps, three of whom are at 80 percent of quota, four who are at 65 percent, and three who are at 30 percent. Who should you spend the most time with?

Most managers say they should spend 70 percent of their time with the four reps at 65 percent, and 30 percent of their time with the other 30 percent. Wrong.

You should spend 60 percent of your time with the three reps at 80 percent of quota, and another 30 percent with the four reps at 65 percent; allot just 10 percent babysitting the other three reps at 30 percent, says Brooks. Why?

Because you're going to get the greatest return if you can get the three reps up to 100 percent of their quotas (and they will be more capable and motivated to do so anyway). If you can move the 65 percenters up to 75 or 80 percent, great, but the three reps at 100 percent quota will produce your biggest return - and is the challenge that you'd most likely accomplish.

The bottom line is that training pays off if you're focusing on who will benefit and how that will pay off for the company.

See also in: What Works

Q: Why Train Unmotivated Sales Reps?

9 Ideas to Improve Your Off-Site

5 Questions That Will Improve Any Sales Meeting

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