How Much Time Should We Spend on Training?

By Brad Huisken -- JCK Online, 8/1/2007 2:00:00 AM

“Knowledge is power,” according to an old saying, but I don't believe it. I believe that the use of knowledge is power, and that's a big difference.

Conducting sales training once a week or once a month, or having your people watch a video or read an article does not ensure that the knowledge is being used. The retention and application of the information is the key to maximizing success in business, and it's only through constant and ongoing training that the use of the knowledge will be achieved.

There are five keys to training. The trainee has to:

Hear the information.
Read the information.
Write down understanding of the information (testing).
Role-play the information.
Be observed applying the information in live situations.

Even after these five criteria have been met, the person needs constant repetition of the information. Training has to be ongoing and conducted at every opportunity. Only through consistent training meetings, on-the-floor coaching, reading books and articles, analyzing real situations, verbal testing on presentations, written testing, listening in on presentations, and positive reinforcement will the maximum effect of training be realized. The job of training is never done; we are in the business of training for the rest of our business lives.

If you're a salesperson reading this article and your company does not offer constant, ongoing training, put the responsibility upon yourself. Your success is at stake as well.

Send your questions to Brad at info@iastraining.com.

Author Information

Author, trainer, consultant, and speaker Brad Huisken is president of IAS Training and the author of the books I'm a Salesman! Not a Ph.D. and Munchies for Salespeople: Sales Tips You Can Sink Your Teeth Into! He developed the PMSA Relationship Selling Program, the Professional Sales Management Course, The Mystery Shoppers Kit, and The Weekly Sales Training Meeting video series, as well as aptitude tests and proficiency exams for new hires, current sales staff, and sales managers. Huisken and his staff of trained professionals conduct in-house training and consulting all over North America on an ongoing basis. He also publishes a free weekly newsletter called “Sales Insight.” For a free subscription or more information, contact IAS Training at (800) 248-7703, fax (303) 936-9581, e-mail: info@iastraining.com, or visit www.iastraining.com.