In recent years, particularly with the rise of the internet and tools like ChatGPT, we have a clearer understanding of what it takes to be an effective seller. An overall benchmark for the necessary techniques, steps, and skills has emerged. As a result, selecting a sales training partner has shifted from focusing solely on their intellectual property to emphasizing the delivery of their programs.

There are two predominant methods for program delivery:

1. Event-Based Training
This traditional approach gathers participants—either virtually or in person—for sessions lasting 8 to 16 hours. Attendees receive a wealth of information through activities, discussions, and role plays. Post-training elements are reinforced using learning management systems (LMS), gamification, and increasingly, AI.

However, transformation cannot occur in just 8 to 16 hours of training, even with subsequent reinforcements. Therefore, the onus falls on sales managers to continue the learning journey for their team members, which is a critical responsibility.

 

2. Digestible Multi-Touch Training
An alternative method involves shorter sessions (2-4 hours) that occur every week or few weeks. Each session focuses on a couple of specific skills or techniques. Participants practice these skills during the session and are then required to apply them in their sales calls before the next meeting. At the follow-up, the sales trainer reassesses, readjusts, and reinforces the learning. If the skill level is still not satisfactory, additional real sales call applications can be implemented.

Once all elements of the program are covered, the training culminates in a capstone activity that brings everything together. This serves as a celebration and a moment for self-reflection on the progress each participant has made during their journey.
In this approach, the sales manager receives a team member who is further along in their training transformation, allowing them to focus on maintaining growth rather than feeling pressured to achieve it.

Consider Your Goals
There is no one-size-fits-all method for sales training. It’s essential to consider your training goals to effectively align the chosen delivery medium with your objectives.

Tidal AG
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