The Widening Divide: Two Points Of View On The Value Of Sales Training

Over the past several months, I’ve had conversations with a lot of technology vendors about "overcoming sales training challenges."  While all of the people I talked to fall into the Sales Enablement function, (meaning they come from product groups, marketing groups, and sales groups and are working to support the conversations that salespeople have) only 2 of those  people were actually from within the sales training function at their company.  In other words, there seems to be a lot of concern about sales training and a lot of work going on in the name of sales training but the discussion is happening outside the sales training group!

This finding led me to ask, "Is sales training strategic or tactical?" over on LinkedIn [check out some of the answers]. Taking a step back and looking through those answers in light of the conversations I've been having, I found an interesting pattern emerging. 

 Most of the people involved in sales training initiatives have a specific view on the role, scope, and value of sales training. This view biases the ways these people approach solving these sales training challenges or leverage training for solving the sales challenges their organizations face. At a macro level, these differing views, or paradigms, can be broken down into two camps which are often in direct conflict with one another. These competing mindsets can end up pulling in opposite directions, creating a sales training stalemate with noting really being solved and lots of money being wasted. 

Here are a few examples of these different, often competing views: 

1. Regarding the Scope of Sales Training

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