Selling With Noble Purpose, 2nd Edition

CHAPTER 13The Dirty Little Secret About Sales Training

Nothing contributes so much to tranquilize the mind as a steady purpose—a point on which the soul may fix its intellectual eye.

—Mary Shelley, English novelist

Earlier in my career, I was a sales trainer for several well‐known sales training firms. I was quite earnest about my role. As a former VP of sales, I knew the stakes were high: improving seller behavior has a big impact on the company and the reps themselves. I spent hours helping salespeople practice techniques. I worked with them after class or came in early if they wanted extra guidance. I thought I was making a big difference in their lives.

When I moved into the role of field coach, I quickly discovered that the training was not having the impact I had hoped. During ride‐alongs, I painfully observed many salespeople who had been stars in the classroom quickly reverting to their old behaviors in the field.

I remember one rep in particular. During the training session, she'd nailed the challenging skill practices with difficult scenarios using true‐to‐life customer situations. Imagine my disappointment when it became obvious after a few sales calls that she wasn't using any of the skills she'd been taught. The six‐step call model? Forget using it; there was no evidence that she even remembered it. The four types of questions? She barely asked even one.

After some frank conversations and a few more painful field ride‐alongs with other reps, there was no escaping ...