Our behavior will revert to the system/structure that it operates within. As Chip and Dan Heath shared in their bestselling book, Switch: How to Change Things When Change is Hard, a focus on behavior can only sustain change for relatively short periods of time. Training focuses on behavior, not the system. The problem businesses face in driving predictable top sales performance is that they keep treating systems/structural problems with behavioral solutions. So, why does so much training fail to produce the results we want from salespeople (and others)? It’s actually quite simple, and obvious once you realize the cause. Don’t get me wrong, there’s value in training, but training should support an initiative, not the other way around. We bring an expert, “who’s done it,” and we share the map to success. We’ll get the sales team together, put them in a room, put an expert at the front to share the inside secrets, and like magic performance will improve. I think that’s the siren song for sales training. I know that no one really wants “sales training.” What they want is more sales or, to be even more precise, they want more predictable sales and they don’t want to have to work so hard to get them. And I do a good job of keeping salespeople entertained, showing them improved methodologies and technique, and getting them to leave their comfort zone.īut, deep down I know I’m not doing the right thing.
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