The following are three fundamental requirements necessary for sales training and certification to produce lasting gains in sales performance and a positive, measurable return on investment:

  • The program must teach a sales system that is genuinely more effective than what salespeople are doing now.
  • The system must rely on key skills that can be taught.
  • Training must proceed according to the realities of adult learning and behavioral reinforcement.

But gains in sales skills and sales results do not occur in a vacuum. Every salesperson operates within a business environment and a performance system that is driven by concrete business goals. If you want real, measurable improvement in hitting business targets, everyone needs to know what those targets are.

What business goals are your salespeople supposed to hit?

For sales training to make a dramatic difference in a company’s performance, it must take place within the context of a Business Development Plan. That plan should specify three kinds of interlocking objectives…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling.  He has created Action Selling sales training products and learning systems that transform sales organizations.  Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).