Active Engagement Strategies to Help Retain Sales Training

As a sales leader, the role of a manager transcends titles; it assumes the multifaceted responsibility of a coach. Beyond merely issuing directives, successful sales coaching is rooted in nurturing the continuous development of the team. However, a common pitfall that managers often encounter is relying solely on verbal instructions, overlooking the critical aspect of active engagement for effective learning. 

Edgar Dale’s renowned Cone of Learning provides valuable insights into adult learning, revealing that a mere 10 percent of training content is retained after two weeks when individuals are solely told what to do. To truly enhance retention, managers must actively involve their teams in the learning process.  

So how do you increase the retention? 

Dale says you need to get people actively involved in the training. In fact, if you do one of the following three things you will escalate the retention to 90 percent after two weeks: 

1. Do a dramatic presentation 
2. Simulate the real experience 
3. Do the real thing 

I don’t know about you, but for me, I agree that doing any one of the three things listed above helps me to learn better. So how does this apply to you and your sales team?

Dramatic Presentation 

Encourage managers to involve sales professionals in meetings and rallies. Why shoulder all the work yourself? Have sales professionals teach various aspects of the selling process during these gatherings. It’s a promise that they’ll excel in what they teach when they actively engage. 

Simulate the Real Experience 

Think of two words – ROLE PLAY. At Shore Consulting, we emphasize simulating real-life scenarios in our training sessions. Your team should continuously practice specific skills. “Do it again” should be your favorite phrase. What’s more, simulate various real-life situations – from handling a difficult customer to addressing specific objections. As Joyce Meyer aptly puts it, “Don’t get prepared… Stay prepared.” 

Do the Real Thing  

While I don’t advocate sales professionals “practicing” on actual customers, there’s invaluable learning in executing techniques and strategies in real situations. The key here is for your sales professionals to assess their performance and reflect on how to improve. Whenever possible, sales managers should be present to facilitate this evaluation. It creates an ideal coaching environment, ultimately enhancing the sales professionals’ future interactions with customers. 

Learn Through Repetition 

If your commitment is to outperform the competition, pinpoint the specific skills your team needs and emphasize relentless practice. Remember, it’s not about practicing once; it’s about continuous refinement through repetition. 

Are you poised to unlock your full potential as a sales leader? 

For those eager to take their sales team to the next level and delve into the intricacies of building a top-selling sales team, I invite you to join me next year at the 2024 Sales & Marketing Summit in Nashville! By joining the Summit Interest List, you gain access to Super Early Bird Tickets, positioning yourself at the forefront of innovative sales leadership. Elevate your sales leadership journey and help you company stay ahead of the industry!