With huge gains in skill application, training for tech salespeople definitely paid dividends.Overall, however, the tech industry underperformed the universe. Taking all five critical skills as a whole, tech salespeople trailed their counterparts by two points in knowledge gain (41% vs. 43%) and by 10 points in application gain (76% vs. 86%). This trend (and part of its cause) was especially notable in the critical sales skill we call Buyer/Seller Relationship. This refers to a salesperson’s ability to use a sales methodology to navigate through each of the customer’s incremental buying decisions in the proper sequence. Here is what the data shows: IMPROVEMENT IN CRITICAL SALES SKILL #1: BUYER/SELLER RELATIONSHIP In the “Application” section of the chart, note that the skill gain for the tech sector was only 53%, vs. 64% for the universe as a whole. But notice also that prior to the training, tech salespeople were already applying skills at a significantly higher level than salespeople in general—55% vs. 47%. Maybe they improved less simply because they had less room for improvement. The same pattern is demonstrated by higher pre-training scores for most of the other critical sales skills. It appears that prior to the Action Selling courses, the tech sector already had invested more heavily in sales training than most other industries. Still, the technology industry’s 76% gain in application scores for all five critical skills combined means that the investment in Action Selling paid for itself many times over. For information about how to make sales training pay huge dividends, contact Action Selling at (800) 232-3485. For a deeper look at the insights that two decades worth of validated data can provide about the impact of training on companies like yours, see our Big-Data-Driven Sales Training Report for Your Industry.
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).