Change Takes Time

I am writing this at the Philadelphia Airport on my way back from meeting with one of my clients. Three weeks ago, we offered a training program for their staff in basic selling skills. She reported that they saw an immediate increase in sales after the program. Since these are all telemarketers, she listened in on their calls to see what had changed. To her pleasure they were asking good, open-ended questions. They were taking time to listen to the client's responses and using their comments to match them with the right product. They were even closing right at the correct time. She was thrilled.

Unfortunately, not all of the reps kept it up. Within weeks, some of the rep's sales had slipped back to their original level. Another listening survey showed the cause. Each of the reps whose sales were down had slipped back into their old way of operating. It was as if a giant rubber band had been stretched during training, and now it was returning to its original size. Should we be surprised? I'm not. For years these reps had been trained to operate in a lecture mode. They read scripts and gave the same pitch to every caller. Now we were asking them to change, and change takes time.

So what do you do? Forget training? No, but you may want to think about the steps that must follow a training program to make it stick. These can include email reminders, peer coaching, and manager mentoring. In this case, we are adding audio 'mini-seminars' to the mix. Each rep will be encouraged to call into a voice mailbox for a short refresher on the subject they need help on. Each 10 minute message will give them tips and examples designed to overcome their area of weakness.

Whether you are offering training for your team or simply taking a training program yourself, recognize that old habits die hard. Build a reinforcement regiment to turn that training into practice and the practice into habit over 30, 60 or 90 days. Just like planting a garden, putting the seeds in the ground is only the first step to a bountiful harvest.

For a free copy of "How to Get Dramatic Results From Training", please email [email protected] and ask for article #12.

Stephen Waterhouse is Principal and Founder of Waterhouse Group. They specialize in helping companies increase their sales and profits. He can be reached at 1-800-57-LEARN or [email protected]

In The News:

2020 Partners to Offer Sales Training  Kitchen and Bath Design News
Stop Using Weak Words  ThinkAdvisor
Simulations and Pharma Sales Training  Pharmaceutical Executive
Fayetteville approves hotel alcohol sales  Atlanta Journal Constitution
Korn Ferry Shatters Earning Records  Los Angeles Business Journal
Farmington's local sales tax revenues remain up for 2021  Northwest Arkansas Democrat-Gazette
MSU recognizes 2021 Alumni Fellows  Mississippi State Newsroom

The Five Most Common Mistakes Salespeople Make

Over the decades that I've been involved in sales, I've... Read More

Stop Selling! for the Million Dollar Contract

During the introduction of the "Stop Selling!" philosophy, we typically... Read More

Top 7 Psychological Triggers For Unlimited Sales

Did you know that there are specific psychological triggers you... Read More

Getting People to Buy Without Selling

In my youth I landed a job selling encyclopedias door... Read More

The Art of Backend Selling

The art of backend sellingThe backend sale can be more... Read More

Sales Leads: 10 Sure Fire Ways To Unleash An Avalanche Of Sales

If you knew a few sure fire ideas that have... Read More

The Changing Role of the Sales Consultant

"Leadership rests not only on outstanding ability. It also rests... Read More

4 Reasons Why the Sale is Not Made

When sales are down, a salesperson must begin to take... Read More

Growing Sales Through Creating Connections

Your mission as a business owner is to develop a... Read More

How To Give Your Sales Job A Strategic Tune-up

In happens every year in June.Six months down and six... Read More

It Is Not The Price That Is Keeping You From Making The Sale

Most salespeople are under the false belief that the lower... Read More

Dont Read This Issue: Why Saying No Can Make Your Sales Rate Soar!

Yes, it's true. Saying "No" is a great way of... Read More

Start Your Sales Engine!

Does your business run on a sales engine or a... Read More

Win More Sales With a 5-Step Sales Process

Facilitating the buying process can be very straightforward and fairly... Read More

A Great Sales Technique: Be Aware of Sales Myth #5

A myth can best be described as somebody or something... Read More

Really WINNING Over Customers

Three qualities are needed to sell anything in life. They... Read More

Sales Predator Or Professional Sales Rep

From a customer's perception, it's easy for a salesperson to... Read More

Close More Sales With This Very Simple 3 Step Sales Process.

As Financial Services Sales Professional you need to build trust... Read More

How a Best Buy Sales Clerk Taught Me the Simple 6 Step Formula to Close ANY Sale!

Follow this story...I went to Best Buy today to get... Read More

Sales Marketing: 10 Amazing Secrets To Sell Any Product Fast.

Implement these smart sales marketing secrets and you'll be capable... Read More

The Myth of the Natural Born Sales Wonder

When I researched the field of using personality inventories to... Read More

In Sales The Biggest Rolodex Wins

How many names do you have in your business Rolodex?... Read More

Seven Keys To Closing More Sales During The Second Half Of 2006

It's not too early to start planning for the sales... Read More

Catapult Your Business?How to Get Customers to Chase You Instead of the Other Way Around

I was thinking about the statement:The Small Business Administration tells... Read More

3 Hot Ways To Crank Up Your Sales

1) QUICK FOLLOW-UPSWhen you make your first sale, follow-up with... Read More