Ask These Questions to a Corporate Sales Training Provider to Choose the Right One for Your Business
July 04, 2023
In the complex world of corporate sales, strategic training can be the key to unlocking untapped potential within your sales force. Choosing the right training provider, however, is not as clear cut. It necessitates a deep understanding of your business needs and an astute evaluation of the provider’s competency. Instead of shortlisting training providers solely on the basis of their reputation or cost, there are a series of pertinent questions to ask that can aid in making an informed decision.
Training providers are as diverse as the businesses they serve, each with their unique methodologies, pedagogical frameworks, and industry insights. The first question to ask is about their training philosophy. Are they proponents of the traditional didactic approach or do they adopt an experiential learning model? Your choice will hinge on whether you believe in learning by instruction or learning by doing. While both have their merits and demerits, studies in cognitive science suggest that experiential learning leads to better retention and application of learned concepts.
The next question should delve into their approach towards customization. Will the training be a one-size-fits-all program, or will it be tailor-made to suit your organization's unique needs and challenges? The Pareto Principle, propounded by Italian economist Vilfredo Pareto, posits that 80% of consequences come from 20% of causes. Applying this to your organization, it becomes crucial that the training program addresses the 20% of challenges responsible for 80% of your sales bottlenecks.
Another important question is related to the qualifications of the trainers. Do they have real-world sales experience or are they academics who've spent their lives studying and teaching sales theory? The former are likely to provide pragmatic solutions drawn from their experiences, while the latter might offer a more theoretical, research-based perspective.
Furthermore, you would need to inquire about the metrics they utilize to measure the effectiveness of their training. An ideal training provider should be able to offer quantifiable evidence of their impact. It is one thing to impart knowledge; it is another to translate this knowledge into sales outcomes. The well-established Kirkpatrick Model of training evaluation might serve as an interesting reference point here. It involves four levels of evaluation - reaction, learning, behavior, and results, with the results being the final metric that impacts the company's bottom line.
Is their training technologically up-to-date? In an era which is seeing the ascendancy of concepts like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) in sales training, it is pertinent to interrogate their technological prowess. These emerging technologies offer exciting possibilities like immersive learning experiences and personalized training recommendations.
Lastly, and perhaps most importantly, ask about the cost of the training. While it may be tempting to opt for the least expensive provider, one must consider the return on investment. If a more expensive provider offers a training program that is likely to significantly boost your sales force's performance, the initial high cost could potentially translate into higher profits in the long run.
In conclusion, choosing a corporate sales training provider is a strategic decision that requires thorough due diligence. By asking the right questions, you can select a provider that aligns with your business objectives, equips your sales force with the right skills, and ensures a tangible impact on their performance. Remember, in the grand scheme of corporate sales, the right training is not an expense, but an investment.