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Episode Info: Subscribe to Modern Selling on the App of Your Choice! By far, the biggest issue with corporate sales training is that most of what you or your sales team learns at the event is gone within days of attending. Statistics show that when stepping back into the pressure and demands of the sales arena, most sellers revert to their old, established sales practices. What can be done to ensure that the time and money invested in sales training isn’t wasted? On this episode of The Modern Selling podcast, I had the honor of speaking with Dave Mattson, the President of Sandler Training. His organization conducts sales training for organizations large and small and he has years of insight into what makes a good training event—and more importantly, how to make what is learned at a corporate sales training event stick with your team so you can achieve the results you hope for. Listen to this episode to hear all the details of how to make it happen. BOOK IMAGE GOES HERE Why Doesn’t Corporate Sales Training Provide The Results We Hope For? Dave Mattson admits that even Sandler Training doesn’t have the impact that it should have. Why? Clearly, with a professional and long-tenured organization like Sandler in the mix, it’s not faulty information. There's something else going on, so I asked Dave about it. His answer was common sense once I thought about it. First, Dave says that participants and sales leaders in attendance don’t acknowledge that they will likely lose most of what they learn at the training event if they don’t take action to prevent it. In other words, they are lazy about their level of engagement, sloppy with their notes, and don’t fully participate on a level that makes the training event meaningful for them on a personal level.  Second, Dave says participants who fail to benefit from corporate sales training events are those who fail to implement things they learned immediately upon returning from the event. Immediacy is key in making the concepts stick because it demonstrates their efficacy—and experience is everything! Dave has a few other tips for getting the most out of your next corporate sales training event, so listen to this episode to ensure you can make the most of it! When You Attend A Sales Training, Are You Only Looking For Tactics? Dave points out that most sales professionals who attend a training event arrive with hopes of unearthing tactics that will help them with a specific issue or problem. That’s fine, but tactics alone won’t increase sales effectiveness. Dave has learned over 30 years in the sales world that three things are required to ensure growth. He calls it the Success Triangle and the three points on the triangle represent:  Attitude  Behavior  Technique Dave does a masterful job of explaining exactly what he means by each of these components and he gives practical illustrations of how they look in the sales context. You’ll want to listen to hear them described. But he also talks about the...
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