In the October 2006 issue of Sales & Marketing Management magazine, Holly Dolezalek writes:
Four billion dollars. That's how much enterprises spend every year to train their sales professionals, according to ES Research Group, a sales training advisory firm in West Tisbury, Mass. And fully half of that goes to third-party training firms. The investment should be worth it, because a more effective sales force can translate into the kind of bottom-line results that would make any vice president giddy.
But more training, if it's the wrong training, can lead to nothing much. If you promise to increase effectiveness and revenue through training, you'd better make a good choice—and the odds are against you.
In the rest of her article, "Sales Training: Making the Buy so They Can Sell," Holly goes on to explain the ins and outs of chosing:
- Whether you need sales training at all
- If so, how to choose the sales training you need
I think it's a great article, but then again, I'm quoted in several places so it stands to reason I'd be a teenie bit biased. So instead of taking my word for it, you might want to read the article yourself.
You can read the on-line version at: http://www.salesandmarketing.com/msg/search/article_display.jsp?vnu_content_id=1003155739
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Gill E. Wagner, Sage of Selling
President of Honest Selling
Founder of the Yellow-Tie International Business Development Association
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