3 Ways to Get More from Sales Training

And 3 methods to improve long-term learning

Want to get more out the next training program you attend? Even if you think you know everything the instructor is going to talk about, you can still get more out of the program. In many cases, you can be the one that helps guide the training session to make it a better event. As an attendee, here are three ways you can get more from your next training session.

Attend and sit in the front row: University studies done on what it takes to get better grades found there were two critical steps for getting better grades in college. Attending class was the first criteria. Seems obvious. But in today’s cell phone society, that also means attending class and pay attention. We are addicted to our phones and their immediate accessibility 24/7. If you are going to take the time to go to training, then attend. It was also discovered that sitting in the front row reduced distractions between the instructor and the student. Again, in our virtual world and cell phone era, multi-tasking is at an all-time high. Turn them off, pay attention and get more from your training.

Another advantage of sitting in the front is higher engagement with the instructor. When working with a team, I can tell you from much experience, those attendees that ask questions, that reach out before and after workshops will always get more out of their training experience. Those that do the bare minimum on pre-work, lack engagement, and run out right at the end of the workshop get far less than their peers. Most instructors are willing to help clarify, confirm, or even provide some impromptu coaching to those willing to ask. There is nothing lost by asking and much to be gained.

Get an accountability partner: It’s estimated that just the act of measuring will increase training retention by 25%. Having someone who will help hold you accountable to the changes you need to make will increase your commitment to the change. I find this to be a powerful impact tool. In training sessions, I will actually have attendees’ pair up and set a follow up call with each other. They will at least walk out of the training with an Outlook calendar reminder to call their “accountability person”. Then, we follow that up with a web session to discuss how those calls went. This double accountability action step insures that for at least the next 3-4 weeks, their new behaviors are a priority for them. Without this step, the pace of life as an Ag sales professional is too busy and we just slip back into our old ways.
Get rid of your To-do list and schedule it on your Outlook calendar: This is a big one. You need some way of leaving that training session with action items you will actually implement. Often, we go to training, get a nice binder or workbook, take a lot of notes in it, and then store that binder on our shelf never to be opened again. Knowing this, I implemented a glorified To-do list that workshop attendees fill out as they go through the sessions. At the end, we discuss and reflect on those lists to determine which are most important. While this is better than a nice binder on your bookshelf, it needed one more step to get real action. Now, we add action steps to their Outlook Calendar. Some of the items on the To-do list were just too big for one action step. “Gain a 10% market share in Macon County” is an awfully big item to do in one step. But, “Calling on 1 new prospect in Macon County” next Tuesday is certainly easy to actually do.

For the sales manager, here are a few additional training elements to increase engagement, enjoyment and retention of the material:

Pretesting: Testing often strikes fear in the hearts of many. However, a pre-test is not usually feared as we feel less pressure before we actually go through the training. The added benefit of a pre-test is to give the attendee an idea of what the course will be about. They are better prepared for the course before they even arrive.
Spaced Implementation: You really can’t cram for long term retention. Think back to any test you ever crammed for. For most, that’s back to our college days. For me, it was my series 3 and 30 commodity trading certification test. I crammed day and night, and I had the help of a great tutor (thanks Jeremy). Did I pass? Of course. Do I remember it? Very little. The same can be said for sales training. But one more analogy. Imagine you are wanting to learn how to play the guitar. You search on line and find a course that promises you the ability to play a guitar after their 8-hour workshop. Is that realistic? Of course not. You could jam (cram) for 8 hours and be a little better, but that doesn’t mean you know how to play a guitar. The same goes for the complicated skills of selling. By spreading the material out over time, I found retention of the training higher among attendees. With the increased virtual capabilities of everyone, this is easier than ever.
Follow up: This is one of my favorite components of a great training program. It doesn’t matter if it’s as simple as an email, a post test survey, a webinar or an actual live meeting, but every intense in-person workshop needs to have a follow up within several weeks of the course. This simple step does two things. First, as mentioned, it increases accountability to implement the training. Secondly, I uncover what the best or most important material was to each group. With this information, we can form the topics for any follow-on training needs.

I hope these steps help you get more out your next training session.