In addition, many managers take the approach that it is better to spend the money on incentives for sales reps and to cut out those that aren’t performing well. While these tactics can sometimes be effective, without any training the majority of sales reps are likely to fall behind. Gerhard Gschwandtner of Selling Power analogizes this to a football coach who cancels practice when the team is winning, and gives would be training dollars out to the best players instead of paying for more practice equipment. Do you think that would make a good coach? I think not.

 While it would be great if most sales managers took it upon themselves to find appropriate training sessions, whitepapers, and even books to promote better selling, it will usually be left to the rep to find opportunities to educate themselves.

 If you’re a sales manager, consider the fact that a well educated and learned sales team will perform better, and in turn make you look better, than a team who is only driven by extra incentives and the fear of getting the axe. If you’re a sales rep, be proactive. Don’t assume that your manager or your company will consistently find seminars for you to attend. Find them yourself and ask your company to pay for it. In addition, learn from your mistakes and from your customers. Every sale and every customer is different, so keep notes on what worked for you and what didn’t so you don’t make the same mistakes with your next prospect. Write down what you learned from each training session as well; as I mentioned before the training will only stay top of mind for so long, so it is crucial to write down the takeaway messages.

 Sales training will only resonate for a few hours and then will fade from memory quickly, and likewise the enthusiasm generated from a training class will dissipate in a few days. While some may use the skills they have learned from a particular training for a few weeks or even a month, people will usually fall back into their old habits without regular training. Find and attend regular sessions to keep yourself fresh; read articles, whitepapers, and books. Write down what you have learned and apply it; you should find yourself exceeding your quarterly goals in no time.

 Sure, you can constantly replace members of your sales team if they are underperforming – but wouldn’t you rather foster a productive environment? An environment that promotes loyalty and shows appreciation to team members will motivate them, and encouraging them to work harder will ultimately make you more money.

Paul goes on to discuss how important it is for management to regularly give or send their reps to training sessions. In addition, proper coaching and support for the team is a necessary follow up for the training that they may receive; the training will teach them the concepts but coaching is necessary to show the reps how to apply those concepts.

In addition, managers need to make sure their sales team has the proper resources, such as the right prospecting tools. Without the right information, there’s no sale to be made. In terms of prospecting or selling tools, make sure your team is getting the most accurate, up-to-date information available.  A sales enablement tool that incorporates social media, or triggers events is the most effective because you can keep on top of the mot current information and use that as a springboard to warm up your sales call.