Research does illustrate that there are positive correlations (at an aggregate level) between the sales training spend and sales performance and single company case studies have demonstrated that improvements do occur in some situations. But, multi-year industry studies also indicate that many, if not most companies, have not realized measurable improvements that have been sustainable. In essence, it appears that sales training does work, but results taper off quickly, and in many cases return to pre-training levels.
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When considering a sales training initiative, companies have a clear choice to make. Will you continue to invest in event-based, flavor-of-the month training – or will you make a legitimate commitment to a continual learning strategy – one that may span multiple years and become ingrained in corporate process and culture?