Traditionally, it has been thought that sales coaches and trainers should provide explicit guidance on how to sell better. Whether through principles, acronyms, or stories, these trainers will stand up and lecture salespeople on specific topics.
For anyone having gone through this type of training, it has very limited effectiveness for a couple of reasons. First, salespeople tend to tune out unless the sales trainer has direct experience in the industry. Second, these generalized principles may not be applicable to the problems the sales team is encountering. And third, the most important part of any training is “transfer” (or, the ability to use what you’re learning).
When it comes to transfer, most of us need to “do” something to learn it. Simply having someone lecture is not effective. The same is true in sports. Your coach can show you how to swing a club, run a route or hit a serve. But at the end of the day, there is no substitute for practice and reps that you need to put in.
Salespeople are no different than athletes or musicians. You need to practice and hone your craft. Failing, and learning from your failures, is key.
