Learning
We are often asked the difference between training and learning and in essence we describe training as a one off event and learning as an ongoing process. Training is generally ineffective without practice and reinforcement and learning is all about these two key criteria.
The sales learning process is divided into a number of discreet areas. These are
- Formal sales training given by professional trainers
- Reinforcement of training through local workshops, sales meetings etc
- “On the job training” given by first line sales managers or visiting trainers
- Personal experience gained through doing the job – what works and what doesn't
- Other peoples' experience gained from colleagues, managers, friends and other third parties doing their jobs – best practice
- Coaching, being the practical application of all the above.
Few companies operate a fully integrated sales learning process and just as few really sustain the return on investment from sales training. This is because there is a lack of management focus on the “hows” of selling, and it is the “hows” that deliver sales results. There are other good reasons for paying attention to sales learning. Firstly training is an investment not just another sales expence; secondly your best people are one of the best source of sales learning for their colleagues and this comes free of charge, and finally one of the most common reasons why good sales people fail is the lack of a sales learning process. Learning is for the whole sales community not just the sales people.
We address the sales learning process as part of our Korure™ service (see Sales Productivity ) modularised and tailored to meet our clients' requirements.