Why Reps Never Change

Increasing training stickiness with reps is a challenge. In the past few years, the SEC has researched various ways to enhance training resonance with reps. Increasing emphasis on Sales L&D has been a priority for companies for some time, as our 2010 Benchmarking survey found that 76% of respondents were increasing their focus on Sales L&D initiatives.

Recently, much of this focus has shifted towards establishing and operating a Sales Academy or a Sales University.  This unique function occurs at the end of the general training process and allows for sales reps to apply and practice skills acquired during training. This additional opportunity to practice is critical because our research shows that 87% of what reps learn during traditional training is lost within 30 days.

Academies prevent this information loss by enabling reps to incorporate lessons from general training into their daily workflow to ensure they are adopted. By doing this, new practices naturally embed into reps’ behavior, causing training to resonate.

In addition, a tailored and detailed curriculum makes Sales Academies better positioned to provide reps with training based on individual needs. Their flexible curriculum enables messages and material to adapt to market changes and corporate strategy.

The internal organization and operation of Sales Academies vary (as shown below).  The majority of respondents had programs that were managed by the Sales Function.

Unlike traditional training, Academies do not end when courses are completed. This over-arching approach has proven effective at driving changes in rep behavior. Frequent “check-ups” and examinations ensure reps understand and apply critical skills For example, a written or online test shortly after the Academy tests comprehension, followed by manager observation to ensure reps have integrated the skills into their daily work.

SEC Members, learn how Gen-i established a Sales Academy, and listen to the event replay. Also, review our topic center on how to create a sales academy, and listen to your peers’ perspective on building a world-class sales academy.