At TranStrategy Partners, we do a lot of sales training and we have a high success rate. We know sales training can significantly improve sales in an organization.

However, not all sales training works. This article is about why your sales training didn’t work.

The Feel Good Intervention

Sales training is the feel good intervention. When a sales manager sends one of his salesmen to sales training everybody feels good. The salesman is happy that his boss has decided to invest in his sales education. Perhaps the sales training will provide a process, messaging and approach that he never got from his company.

The sales manager gets to feel like an enlightened manager and hopefully get a nice ROI on her training investment. If she suspects she made a bad hire, maybe the sales training will redeem her low performing salesman.

With a little luck, the sales guy will get some silver bullets at class that will enable him to make some monster sales once the training is done.

Five Reasons Your Sales Training Didn’t Work

1. Lack of Management Support

Sales training, like every other corporate initiative, works best when there is management support. A company’s management must do more than pay for the sales training. Trainees need to know that their management values the training and expects their full attention. Ideally, management should participate in the training by introducing the trainer or attending the wrap-up session.

2. Poor Follow-up

To be effective, the attitudes, skills and knowledge gained in the sales training need to be turned into actions. Without implementation, there are no results and the training was a waste. At the end of the training, keep the trainees focused on the agreed upon changes and revise sales processes if required. Reinforcing the training will help the sales team to internalize the lessons from the sales training. Consider bringing the sales training reinforcement into the regular sales meetings.

3. No Competitive Advantage

The freight brokerage business is very competitive and it is important that companies develop a niche where they have a competitive advantage. There are a lot of freight brokers and 3PLs who sell a commoditized service, which makes sales much harder. The positive impacts of sales training can sometimes be limited by a lack of good market strategy.

4. Bad Company Culture

In our experience, sometimes a company’s culture can undermine sales. Training sales people won’t help grow a company’s revenues if the company culture is negative. Company culture is nothing more than the shared values and practices of the company’s employees. Company culture can be tricky and fragile. Even good leaders can find themselves stuck with a bad culture. To get the most out of sales training, first fix the culture.

5. Sales Process Not Aligned to Buying Process

To be successful, a company’s selling process must be aligned to the customer’s buying process. This means a company needs to understand their customers and how they buy freight brokerage services. For instance, if your company is looking for strategic customers, then your sales team should not use a transactional sales process. Your company’s lead generation, messaging and sales channels should also align to the buying process. Obviously, a company won’t be ready for sales training until they align their sales processes.

No Silver Bullet

Sales training is a great way to develop your people and grow your sales, but it is not a silver bullet. To grow your sales, develop a niche, put the right people and processes in place, and get a deep understanding of your customer’s problems and buying behaviors. Then, your company will benefit from a good sales training program.