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"Why Training Fails"

Answer to Why Training Fails

Sometimes when I conduct training sessions, one of the participants will ask, "Where's my manager?" And I say, "Your manager claimed to be an expert on sales, and didn't need to be here."

Then the person laughs. "My manager needs to attend your workshop more than anyone in our dealership. And without our manager's support, no one will use this."

This is bad because if no one uses the ideas presented in a workshop, the dealership will conclude that training doesn't work. And then the dealership might abandon all training.

Here are three important issues that determine the effectiveness of training.

1) People follow the leader.
Any training program will be more successful if management supports it. This is why I always try to involve management in my workshops. I also ask them to attend. And I recommend follow-up sessions to review the material covered in the workshop. In fact, I only work with people who value and support learning.

Training has earned a bad reputation because many programs were just thrown over the fence at salespeople who were sent to be fixed. It's unlikely that any training program conducted under these conditions will accomplish much.

Key Point: Gain management support before scheduling any training program.

2) Each of us has control over our area of responsibility. And each of us lives in the environment that we create.
The participant mentioned above can become a sound salesperson, even if management doesn't support the training. In fact, someone who demonstrates sound sales practices could end up replacing the sales manager who doesn't.

There are two parts to every learning experience. The first part involves mastering new skills. The second (and critical) part involves choosing to use them.

Key Point: You as a salesperson can be an effective leader even when others aren't.

3) Some people play make-believe.
Many years ago I received a phone call from a colleague who wanted to know if I could recommend a good book on how to provide excellent training. It seems this person was scrambling to find material for a workshop that was scheduled to start the next morning.

You will learn more from an expert, rather than from someone who is delivering a book report. In this case, I recommended either of the books that we have on how to train salespeople.

Many dealerships hire trainers who build training programs based on books that they read. And some would-be trainers agree to speak on topics that are purely academic for them. The best trainers ARE the message, which means that they live and breathe and use what they teach. They can answer any questions, meet any needs, help with any situations that salespeople may bring up. They truly know their business.

Key Point: Hire a trainer who wrote the book instead of one who (you hope) read a book.

To find out more about Mike Whitty and Salesperson, Inc., visit www.mikewhitty.com and www.slpinc.net.