The Benefits of
a Sales Education
By Drew Stevens
Did you know that 92% of most selling professionals do not
have a proper sales education? Did you know that the lack of
education could hurt prospecting and closing ratios? Unfortunately
many organizations spend little time and resources toward sales
training. Many believe lack of time, and most importantly money
impact developing a proper training program. More importantly, when
they do, many organizations spend more time on products/service and
make training an event providing little return on investment.
Sales [Selling] have become an increasingly important
position in contemporary organizations, especially with the growing
global economy. Many traditional companies, such as insurance
companies and marketing firms, require effective sales training, but
most organizations, including educational institutions, non-profit
organizations, and for-profit companies, grow and thrive based on
their ability to effectively sell their product or service to
consumers and potential students. Simply put, nothing happens unless
something is sold so why not invest in the sales team?
As the recession reverses and there will be an increased need
to refocus energies on productivity and performance. Selling
professionals will be pressed to make budget and exceed their quota
goals. The only way to do this is with proper sales training.
However, organizations will no longer provide as much organizational
training due to budgetary issues. Additionally, managers and
business professionals do not have the time. Education therefore
will shift to a process approach with individuals being responsible
for their education.
There are three methods for individuals to gain resources to
help them each with their own values and limitations.
Books, Audio and
These time tested resource tools always assist individuals seeking
to acquire knowledge. The major concern is the lack of
accountability and return. The onus is placed on the individual to
apply their learning and research that initial application is
helpful however, research shows that after the initial 90 days fewer
than 20% of individuals realize any sustainable productivity gain
that lasts beyond 12 months.
Public seminars are purposeful, one gains content rich information
during a one to three day session. Benefits include networking,
collaborative group interaction and facilitated lecture. However the
concerns for public seminars sometimes outweigh the benefits, as
public seminars are event based ignoring returns on investment.
Secondly, seminars require participants to absorb as much
information as possible with very little application. Third, there
are a plethora of public seminar companies confusing the market.
These electronic resources are most helpful to individuals seeking
specific knowledge. Understandably the ability to take a course
wherever, however and whenever an individual needs immediate
information is a terrific real time concept. Additionally, the
ability to enroll in job specific courses assists with gaining
immediate answers to present sales issues. However similar to books
and audio there is little productivity gain without accountability.
There is a new
genre emerging in major universities- sales training. As adult
programs proliferate, major universities are attempting new methods
to reach those seeking to return to school for job advancement.
Ironically, with the need for selling in every business, there are
fewer than a few dozen of the more than four thousand colleges and
universities in the United States with an established, formal sales
program. Many simply offer one or two sales courses within the
Marketing core. In the United States, there exist only 14
universities with Professional Selling Programs. These programs
offer complete credentialed programs that are recognized by
Benefits of recruiting university sales curriculum trained
competence in a competitive and global world
helps to increase productivity and employee morale
qualifications with the enhancement of persuasive communication
attrition, which saves an organization millions in profitability
the importance of selling to the organizational strategy
The concern for any individual seeking to invest in their
future is to choose something that fits their budget, their time and
their interest. Yet the most important issue is choosing something.
In order to gain a competitive advantage; selling professionals
require better preparation, planning, strategy and processes than
ever before. Those that invest will thrive, those that remain inert
will lose in today’s global competitive workforce.
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