Sales Training Accountability

During a recent roundtable discussion amongst senior sales training consultants, the question was raised: who is responsible for client results? The finger pointing began! (Just a quick side note, there was more than 140 years of sales management and 86 years of sales training expertise at the table.)

Clients often think that the training/consulting company they've hired is responsible for inspiring their sales force, and elevating their level of sales effectiveness. The common expectation is that something magical will take place once the sales organization has participated in the training event and received the wisdom offered to them. As you know, however, increased sales effectiveness doesn't just automatically happen!

Why? What else is needed?

I once heard a training company representative say, "our job is to provide the client with the tools and methodology to achieve their desired results." Thus, some consulting companies place the responsibility for training results squarely on the desk of their clients. However, busy sales managers want guaranteed results for their training dollars spent.

What is the truth about sales training accountability?

In my opinion, there is a duel responsibility for elevating sales effectiveness. The client has the challenges; the training/consulting company has the solutions; but both are responsible for the results. Each party must take ownership of the training process.

Many times, I see clients focus on the "event of training" -- great venue, outstanding cuisine and libations, lots of rah, rah about being the best, awards for team work, evaluations that show the event was a success. But then Monday morning arrives; everyone is back to their normal routine. A week later most of the teachings have been forgotten. According to studies and my personal experience, a month later 88% of what was learned is not being applied. Why?

The reason for the lack of successful training is that both the training company and the client have not accepted responsibility for what they can impact and the results. I'm often asked by workshop participants, "Has my management team been through this workshop?" The answer to this question is one of the root causes of the success or failure of the training. There are other factors that contribute to successful results, whereby the training company and the client must cooperate to bring about change. Here are a few specific actions to help you reach your desired results:

Defining

• What are the desired results?
• In what timeframe are you looking to achieve these results?
• Who are the stakeholders fro the results?
• How will you measure the desired result?
• How will the results be communicated?
• Who should participate?
• Participant Committment
• Target for training
• Willing to learn
• Willing to be held accountable

Indentifying

• Advocates
• Individuals that see the need and alignment of the solutions
• Agents
• Agents that see the need and alignment of the solutions
• Have the authority and the committment to make change
• Managers/Coaches
• Report to position of participant
• Accountable for particpant application and result
• Organizational commitment & enablement
• Tracking results from internal and external perspective
• Tracking personnel changes
• Needs analaysis
• Alignment with other training
• Elimination of redundanr processes and methodologies
• Continuous reinforcement in future training
• Embed the tools and processes
• Start, stop and enhance analysis regularly

Closing Thoughts

1. Accountability must be co-owned because "Defining" and "Identifying" must be developed in cooperation.
2. Training is not an event and therefore the desired results cannot be validated at the end of the workshop; glowing evaluation sheets do not ensure effective results.
3. Effectiveness can only be judged weeks and months after the training event.
4. Adjust the training as you go but make certain you communicate changes to everyone.
5. Always go to your customers to validate your results.



David Woods is a consultant specializing in Sales Effectiveness. For the past 30 years David has been building and helping clients build high performing sales and marketing departments. To reach him: Click Here or call 828-890-9013.



Related Articles

• Sales Training Overview
• Sales Training Coursese
• Sales Training Seminars

Return From Sales Training Accountability to Home

Your Questions Drive Our Site

Do you have questions about sales management? Let us know if you have specific questions or if you would like to see a particular subject addressed by one of our experts. Submit your question by simply clicking Click Here To Send Us Your Question