Earlier this year I was at an annual two-day sales training event for a global software company. The venue, meals and entertainment had been painstakingly planned to ensure everyone had a memorable time. Unfortunately the actual training portion of the event was not so memorable.
Based on roles, tenure and a self-assessment, each sales team member was given a curriculum of mandatory training classes to attend.
External experts as well as internal employees from product marketing, sales enablement, marketing and sales operations taught the classes. The goal was to improve sales productivity and achieve a target level of skill consistency across geographic regions.
According to the senior director of sales training, “Curriculums provide personalized training paths so each person builds the right skills they need to be successful.” The training team spent a year on the content, the curriculums and pedagogy in hopes sales would be engaged, motivated and retain more of the information.
The whole training event sounded great on paper except that it lacked a key ingredient: how sales wants to consume information.