Rinse and Repeat
How do you calculate the ROI on Sales Training?
This is a question that haunts many sales enablement departments, especially those that approach training as a one-time occurrence. Behaviour changes take time, reinforcement, and consistent trial and error, so no matter how amazing the workshop, kickoff, or meeting may be, if your sales training is a “one and done” event, you will never see a tangible long-term ROI.
Typically training effectiveness is measured solely by the increase in sales.
This can be a slippery slope, as it has the potential to paint an inaccurate picture on the overall effectiveness of the sales training and whether or not it’s actually providing long lasting behaviour change.
A blip in an increase of sales can be the result of many outside factors: a shift in the market, new pricing, end of month/quarter promotions, winning an RFP, or closing a deal that has been dominating the funnel for months.
This is why training programs should provide opportunities to assess, measure, and coach more than once.
In order to ensure that the training practices are established and perpetual for your team, it is important to have a fundamental system in place that encourages analysis and growth.