Sales training consumes time and costs money. If training does not produce meaningful, long-term performance gains in a sales force, then it’s hard to see why any company would bother with it. Yet if “long-term performance gains” are the measure of success, then research supports my contention that about 90 percent of all sales training fails.

Obviously, it would be helpful to know in advance whether a particular sales training program you are considering is likely to provide a good return on your investment. So, here’s the question: What are the key differences between the 90 percent of sales training that fails and the 10 percent that succeeds?

Here are the three major reasons why so many training programs fail…

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).