It doesn't matter who the sales trainer is.
It doesn't matter what the content is.
It doesn't matter what the subject is but let's choose making cold calls for appointments.
It doesn't matter which sales process is being introduced but let's assume it is a simple one.
It doesn't matter which sales methodology is being taught but let's assume it is a good one.
It does't matter how long the training program lasted, but let's assume it is a full-day.
Belief - Most believe that after a day of comprehensive training salespeople will have the understanding, tools and experience to get on the phone, go out in the field, use what they learned and be effective.
Reality - After a day of training salespeople still have the old, worn-out, ineffective approach down cold. It's muscle memory. The new approach, even if they took notes and practiced it during training, even if the approach is highly effective, time tested and proven, is as strange...




I hear this very often: Dave,