Overcoming Sales Training Challenges for Experienced Salespeople

Working with a team of forty sales professionals in Florida, I witnessed a fascinating study in human dynamics. This diverse group consisted of both seasoned sales veterans and newbies. During an exercise that required practicing sales conversations out loud, I noticed a stark contrast in their engagement. While the newbies embraced the activity, the veterans seemed disinterested, diverting their attention to cell phones, jokes, or sudden urgent tasks. This behavior is not uncommon among experienced salespeople, highlighting a prevalent challenge that needs to be addressed. What are the underlying issues causing veterans’ resistance to sales training? 

Why Experienced Salespeople Resist Training?

Don’t Like Stepping Out of their Comfort Zone

Veterans often resist change because they believe in their tried-and-tested methods that have yielded satisfactory results. The saying, “If it ain’t broke, don’t fix it,” encapsulates their mindset. As a result, persuading veterans to practice new techniques feels like asking them to venture into discomfort. To motivate veterans, it’s crucial to demonstrate the significant rewards that lie outside their comfort zones.

Redundant Information 

Traditional sales training, which often consists of trainers or managers providing instructions for hours, fails to promote behavioral change and skill development. Veterans may associate “training” with redundant information they already possess, leading to resistance. To overcome this mindset, trainers need to differentiate true training from instruction. Emphasize the importance of challenging oneself and incorporating behavioral changes to foster growth. Understanding this resistance and expecting it can help trainers navigate through the initial pushback.

Effective Role-Play

Role-play is an essential aspect of sales training but is often executed poorly. Rather than true practice, it often turns into improvisation exercises that discourage veterans from trying new ideas or incorporating them into their behavior. This approach communicates that new ideas are uncomfortable and unwanted. To address this issue, trainers must emphasize that real practice involves focused repetition, leading to steady improvement. Encourage veterans to practice specific skills and important sentences or short paragraphs from their sales conversations. Repetition and gradual progression will build confidence and reduce resistance.

How to Create Experienced Sale Training

A Safe Environment

Practice can be intimidating, especially when conducted in front of others. Veterans, in particular, may fear damaging their reputation. To alleviate these concerns, provide a safe and non-threatening environment for practice. Begin by having veterans practice alone in private spaces. Teach them new skills and encourage them to practice out loud at least 10-20 times. Initially, it may feel awkward, but repetition will help them overcome the discomfort. Gradually, introduce peer coaching sessions, where veterans practice 5-10 times with a peer. Finally, have them practice with you, their trainer. One-on-one practice sessions foster a sense of safety, allowing veterans to perform at higher levels and appreciate the benefits of training.

Emphasize Progress, Not Perfection 

Focusing on perfection can lead to frustration, while emphasizing progress brings motivation. As a manager or coach, celebrate and acknowledge each step of progress along the way. Avoid allowing frustration over lack of perfection to hinder your salespeople’s growth. Nurture a culture of practice and progress, where salespeople understand that change and success come with discomfort. Repetition and real practice will strengthen them, transforming once-intimidating skills into natural abilities.

Set High Standards

Your standards are defined by what you accept, not merely what you desire. Develop an intolerance for anything less than mastery. Salespeople need constant external motivation and guidance. As a manager or coach, be the driving force that keeps them in motion—constantly practicing, changing, growing, and succeeding.

Empowering Veterans in Sales Training for Lasting Success

Veterans bring valuable experience and strengths to any sales team. By understanding their challenges with sales training and implementing the suggested strategies, organizations can support their growth and maximize their potential. By creating safe environments, emphasizing progress, and maintaining high standards, veterans will thrive, leading to enhanced sales performance and a culture of continuous improvement.