Before I set up Flume, I didn’t believe you could drive real results from sales training. The content was forgotten quickly and there was no effort to embed it because sales leaders usually saw training as a quick fix.
I’ve seen how ineffective traditional sales training can be. Reps are given the tools to sell differently, but the problem is that they’re not held accountable to whether they actually use those tools.
The result? All you’re paying for is an expensive day out for your team.
At Flume, we set out to tackle this problem head on. It was clear that old school training didn’t work – we wanted to find out what did.
I’m incredibly proud that we’re now at a place where we’ve achieved that. Our clients tell us that our training is driving real change and at a time where being able to adapt is essential.
In The future of sales development whitepaper, we talked about the three biggest mistakes with sales training:
All too often, sales training is delivered in a single day and it’s only focused on teaching – not embedding and reinforcing. That’s why 90% of what’s learned gets forgotten in 30 days.
So, what actually works?
At Flume, we wanted to bring training to life through coaching and reinforcement, encourage reps to try new things in the real world and keep people accountable. That meant throwing the traditional training model out of the window.
We’ve tested a lot of different things over the years, particularly when the pandemic pushed training online.
Here’s what we’ve found works instead:
Sales training is only as good as the habits it forms. I always reference the cone of learning when I’m talking about training, which is about the impact of demonstration and experience compared to just listening and watching.
The more you can bring learnings to life and make them feel practical, the more likely people are to turn them into real-life experiences.
I want to share some of the things we’ve learnt about building new habits in sales teams. The initial education is just the first step; it’s what comes after that will make or break your training.
There are two things here that are really crucial. The first is giving your reps time to practice what they’ve learnt in that first session. If you rush into more training, they won’t have time to try new things, see what others have done and turn it into habits.
The second is celebrating and incentivising best practice, so that everyone can work towards improvement. That improvement might only be 1% or 5% each week – what matters is everyone on the team is inching forward, rather than just a handful.
I know encouraging reps to break out of old habits can be ridiculously hard. That’s why the best way to do it is to celebrate the people who’ve gone out, tried new things from the training and can share a demo of their approach.
It shows reps that if you can try something new, you’re the one who will get the recognition and the Amazon voucher, or whatever prize you want to offer.
Habits take around 21 days to make or break, so the combination of these steps – over a four-week period – is a great way to embed those new ways of selling.
Flume Sales Enablement is a powerful mix of live action coaching and on-demand content. It’s designed to turn new learnings into habits and give sales teams the tools, practice and motivation they need to sell at the highest level in 2022 – wherever they’re working. Talk to an expert or book a demo here.
Author: Raoul Monks
The world of sales has changed dramatically. From the shift to remote selling to changing attitudes of decision makers, a one-size-fits-all approach no longer works in today’s market.
Our whitepaper is broken down into 3 parts:
Part 1: Sales Development Reps: The biggest mistakes and how to avoid these
Part 2: Business Development Reps: How to give buyers the confidence to say yes
Part 3: Customer Success Managers: The five myths that will change your approach
Sales kick-off meetings: How to use the momentum to power long-term change
17th May 2022
Drive retention and performance through a sales academy
9th March 2022
Call AI: The sales coaching technology you need in 2022
22nd February 2022
Drive real results from sales training in 2022: Why the traditional model doesn’t work
2nd February 2022
Sales Engagement Summit – Hosted by Raoul
16th December 2021
How business development reps can give buyers the confidence to say yes
3rd December 2021
The biggest mistake sales development reps make (and three things you should do instead)
9th November 2021
Five myths you need to know about customer success teams
11th October 2021
The four levers you can pull to increase sales velocity and how to make an impact
1st September 2021
Outcome Based Selling
3rd August 2021
Why most sales training doesn’t work and what to do about it
1st July 2021
3 reasons why writing a proper proposal is worth your time
18th March 2021
How to win a sales pitch…
26th February 2021
Sales Professionals: Why you shouldn’t assume you’ve got remote selling nailed
15th January 2021
Is your sales team ready for 2021?
4th January 2021
Selling Virtual Events
26th November 2020
Why salespeople must be ‘long-term greedy’: A five-step approach to winning more sales
13th November 2020
Closing skills: Why the pandemic has made it even harder to close that deal and what to do about it.
1st November 2020
Post Covid: How to fill your B2B pipeline with customers who do want to speak to you?
5th October 2020
3 steps for monetising virtual events
15th July 2020
18th May 2020
5 tips for closing in the crisis
4th May 2020
Using audience insights to engage with customers
20th April 2020
Biggest challenge of leading a remote sales team
15th April 2020
“Clients don’t want to engage with me”
6th April 2020
The world has changed – what should I sell?
31st March 2020
Leading remote sales teams
30th March 2020
Selling in a crisis
25th March 2020
Proposal writing research: Why your proposal doesn’t work
17th March 2020
How to accelerate your sponsorship revenue
17th February 2020
How selling to the individual increases your chance of them buying by 2x
7th February 2020
New Year, new rules. How to deliver sales training that actually works!
2nd January 2020
Half of B2B sales people will miss their 2020 targets. It’s time to shift perspective.
18th November 2019
Questions that drive more sales
15th November 2019
How to speed up prospect decision making… PART TWO
21st October 2019
How to speed up prospect decision making – PART ONE
14th October 2019
The biggest mistake salespeople make… and how to avoid it
26th July 2019
You have the right to demand more ROI from your sales training (and here’s how you get it)
16th May 2019
How to grow customer accounts this year
22nd March 2019
5 big sales mistakes from this year
23rd December 2018
How to turn the marketing trust crisis into sales opportunity
5th October 2018
Why is it so hard to find great business development talent?
21st September 2018
It might be hot outside but you still need a SCARF.
12th July 2018
The Peter Principle: Great Salesperson, Crap Manager
25th June 2018
The ‘great deal graveyard’ and how to avoid it
8th June 2018
The secret to selling in today’s market: Old-school to New-school
22nd March 2018
Why people DON’T buy from people they like
28th February 2018
What salespeople can learn from Nike
5th February 2018
Why “yes” doesn’t mean YES
26th January 2018
Take charge of your sales career in 2022
15th January 2018
How sales and marketing must work together to deliver results: tips from the front line of B2B selling
20th July 2016
6 facts and stats B2B sales people cannot ignore
26th May 2016
The amazing power of stories and 5 ways to make them sell
15th October 2015
The trouble with Blitz Days and how to increase their effectiveness
7th October 2015