Top 12 Ways to Make Sales Skills Stick and Maximize ROI in Sales Training
Investing in sales training is critical for improving sales effectiveness, but the true measure of success is how well those skills stick and translate into real-world results. Is your sales skills training designed for the learning curve or the forgetting curve? Over 90% of sales training one and done with no applications or or refresh and review will be forgotten in 48 hours. Training that fails to result in behavior change and improved performance delivers little return on investment (ROI). To ensure that the sales training you provide to your team not only sticks but also generates significant ROI, it’s important to focus on both effective teaching strategies and long-term retention. I wrote a sales training reimagined whitepaper you can download if you would like to learn more.
Top 12 Ways to Make Sales Skills Stick and Deliver the Greatest ROI
1. Spaced Learning: Spread learning over time rather than cramming it into one intensive session. Spaced learning takes advantage of the brain’s natural retention processes by revisiting content periodically. This method prevents the “forgetting curve” and helps salespeople retain critical skills long after the initial training ends.
2. Repetition and Restatement: Revisit key concepts and skills multiple times, using restatement to present them in different formats (videos, workshops, role-playing). This helps reinforce learning and ensures that trainees see the material from multiple perspectives, improving retention and application.
3. Active Participation and Role-Playing: Engage salespeople in hands-on practice rather than passive learning. Role-playing real sales scenarios allows trainees to apply new skills immediately, reinforcing their learning and building confidence. This also gives trainers the chance to offer feedback in a live setting.
4. Immediate Application: Encourage salespeople to apply what they’ve learned as soon as possible after training. The sooner they use new skills in real-world sales situations, the more likely they are to remember and internalize them. Follow-up coaching can ensure they are correctly applying the skills.
5. Microlearning: Break down training into small, manageable chunks that can be easily consumed and applied. Microlearning modules—like short videos, quizzes, or bite-sized lessons—help reinforce key concepts and can be integrated into a sales rep’s daily routine without overwhelming them.
6. Ongoing Coaching and Feedback: Sales training shouldn’t end after the initial program. Ongoing coaching and feedback from managers or mentors help keep skills sharp and ensure continuous improvement. Regular check-ins and feedback sessions ensure that reps are applying the skills they learned and improving where necessary.
7. Blended Learning: Use a combination of learning methods to engage different learning styles. Blended learning incorporates in-person training, online courses, videos, role-playing, and simulations. This variety helps make the training more engaging and ensures better retention.
8. Use of Real Sales Data and Case Studies: Incorporate real-world sales data, customer interactions, and case studies into the training. This makes the learning more relevant and practical, helping salespeople see how the new skills can be directly applied to their work.
9. Gamification: Use gamification techniques, such as rewards, challenges, and leaderboards, to make learning more engaging. Sales reps can participate in competitions or challenges that reinforce key skills, creating a sense of excitement and urgency that makes learning stick.
10. Peer Learning and Collaboration: Encourage peer-to-peer learning by creating opportunities for team members to share best practices, tips, and successes. Learning from peers can reinforce training and provide different insights that may not have been covered in formal training sessions.
11. Reinforcement Through Technology: Leverage technology, such as sales enablement tools and CRM systems, to reinforce training. Set up automated reminders, practice quizzes, or mini-coaching sessions via digital platforms to ensure that sales reps continue to practice their skills over time.
12. Measuring Progress and Accountability: Set measurable goals and hold salespeople accountable for their performance post-training. Regularly track progress through metrics like closed deals, revenue generated, and sales cycle length to ensure that the training is driving the intended outcomes. Providing incentives tied to performance improvements can also motivate reps to apply what they’ve learned.
5 Things to Avoid in Sales Training That Lead to Forgetting and Poor Application
1. One-Time Training Events: Sales training that occurs only once, with no follow-up or reinforcement, leads to rapid forgetting. Without reinforcement, the knowledge and skills acquired during training will fade, and salespeople are unlikely to apply what they’ve learned in real-world scenarios. Training should be seen as an ongoing process rather than a one-off event.
2. Overloading Information: Bombarding trainees with too much information at once can overwhelm them and hinder retention. When salespeople are expected to absorb and apply a large volume of information in a short time, they are more likely to forget key concepts. Break down the content into digestible sections and spread it over multiple sessions.
3. Lack of Practical Application: Training that focuses purely on theory, without giving salespeople the chance to practice or apply the new skills, leads to poor retention. Concepts need to be reinforced through hands-on practice and real-world application for them to stick. Avoid passive learning formats like long lectures with no opportunity for interaction.
4. Failure to Personalize Training: Not all salespeople face the same challenges or sell the same products in the same way. A generic, one-size-fits-all training program may not address individual or team-specific needs, making the material less relevant and harder to apply. Tailor training to the specific needs of the sales team and their individual roles for maximum impact.
5. No Follow-Up or Accountability: Without proper follow-up, salespeople may not feel compelled to apply what they’ve learned. Training should be reinforced through post-training evaluations, ongoing coaching, and feedback. If there is no accountability for performance improvement, sales reps are less likely to internalize and apply new skills.
Conclusion
To deliver the greatest ROI from sales training, it’s critical to ensure that the skills learned stick and are applied effectively in the field. Spaced learning, repetition, real-world application, and ongoing coaching all contribute to long-term retention and improved performance. Avoiding common pitfalls, such as one-time training events and overloading information, will help ensure that the investment in sales training drives measurable results. When done correctly, sales training can have a profound impact on both individual and organizational success, enhancing productivity and generating substantial returns for the company.
If you feel your sales team might require sales skills training, we should chat.
Let’s schedule a call and I will share the process to assess the sales skills, determine skills gaps and how to prescribe and deliver sales training that sticks and delivers an ROI.