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Why sales training workshops are rarely worth the money

by Marguerite Zimmerman

Why sales training workshops are rarely worth the money

The sales training workshop (or seminar) is one of the oldest and most well-known development tools in business. In fact, getting together with other salespeople and an expert to go over sticking points and new techniques is almost a rite of passage in many companies.

But does this training approach provide value for dollars spent? It may certainly seem that way. Most modern sales workshops are well-run and engage their participants while providing useful food for thought. The problem is what happens after the workshop.

Why do we try to fix salespeople in a day?

It’s probably obvious that the whole point of sales force development is to fix bad habits and create new, better practices. But we all know that habits can’t be created in an afternoon.

Depending on what research you read, new behaviours take an average of sixty-six days of consistent action to become habits. This means that if you want your salespeople to improve, you’ll need to help them change their behaviours over ten weeks.

Standalone workshops can’t change habits

What usually happens with sales workshops is that a lot of great ideas are shared and salespeople leave feeling energized and empowered. They might even adopt a new technique or two and get some good results.

But when they get back into their day-to-day routines, things start to slip. Old habits start to creep back into their sales calls and scheduling. When you look at their numbers, not much seems to have changed.

Workshops + Practice = Sales Success
At E=mz2, we combine workshops and group coaching discussions with a sales simulator that gives salespeople the chance to put concepts into practice in a lifelike environment. This helps them develop better habits, which drive success – and revenue.


Do you know why your salespeople struggle to hit their numbers?

We believe that sales team performance depends on having the right people, in the right positions, with the right training. This guide will help you determine if you have the right people on your team, and how you can help them improve.


About Marguerite
Marguerite Zimmerman is CEO of E=mz2 Inc. & Founder of Momentium. Her career has been dedicated to helping sales forces maximize their performance.
Why sales training workshops are rarely worth the money