Customized Sales Methodology
Sales organizations should insure that the training company not only communicates what to do (Sales Methodology) but how to do it (Selling Skills). The 3rd Party Sales Training companies (as opposed to the internal training) are knowledgeable in the science of methodology design. Methodology is more than simple anecdotal experiences, it is a complex science. In addition to the methodology, the training company needs to understand your industry to the extent that they can inform participants of exactly where and how to use the learning in their world (as opposed to examples that are not precisely relevant to participants industry).
Interactive Instructional Design
How materials are designed, sequenced and presented is a key factor influencing the success of the program. People have one of three dominant learning methods: hearing, seeing and doing. Successful instructional design incorporates all three into the training program. Instructor narrative supported by images, videos & props, combined with interactive activities (working in small groups as well as large class discussions) combine for an excellent learning design.
Facilitator Preparation & Presentation Experience
The facilitator can make or break the learning experience. 3rd Party Sales Trainers are usually experienced classroom facilitators; however, even a great methodology with impeccable design can fail to connect if you draw an inferior presenter. Internal sales organizations cannot produce facilitators as the same level of effectiveness as 3rd Party simply due to experience. The 3rd party facilitator should be a professional presenter. All presenters are not created the same. Make sure you get their best.
Facilitator’s Professional Experience
Facilitators that have real-world experience, were top sales performers, and have plenty of relevant war stories are credible and easy for the participants to relate. For immediate credibility and impact choose a facilitator that has experience in your industry. Participants decide early whether the facilitator warrants their interest and respect. Pairing a class with a facilitator that commands little respect is designed to fail.
Ability to Measure & Support After-The-Event
The objective of sales training is to effect organizational change. Research has proven the classroom is the best means to learn new information. However, to create behavioral change, there must be after-the-event support to insure that participants actually execute the new skills. Learning takes place in the classroom, but mastery happens when real-world experience meets real-time coaching.