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Sales Training Must Include Learning and Reinforcement

Earlier in my career, my company regularly required our team to attend training sessions or workshops. Each time, we started out eager to learn and would quickly soak up the knowledge only to go back to work and, after just a couple of days, forget to apply it. This shouldn’t surprise you. Research tells us that 70 percent of new knowledge is lost within 24 hours.

It was like reliving the movie Groundhog Day.

While it’s important to focus on the consumption of learning that leads to improved performance, we tend to forget the other aspect to it – how to help learners retain the knowledge they just received.

You can teach from the best intellectual property (IP) in the world, but what good does it do if your learners start to forget what they’ve been taught hours after they hear it? IP can only provide value if it’s applied, tested and embedded consistently over time.

We know the problem: Sellers need to learn, but a lack of time and limited resources always seem to get in the way. We live in a world where most workers feel pressed for time, have shorter attention spans and are distracted by multiple devices throughout their day.

Organizations are faced with learning challenges, too, such as the cost; logistics of training a large and dispersed staff; sustaining best practices; and embedding IP as part of their culture.

Learning must include one or all (or any combination) of the following learning modalities to blend IP with customized delivery services to help businesses meet their learning challenges, and equip learners with what they need, when they need it and how they best retain the investment made:

  • Instructor-led training
  • Digital
  • Integrated
  • Reinforced

We’ll take a deep dive in the specific aspects of each modality in the next few weeks. In the meantime, to learn more about how you can meet the challenges facing the modern learner, join us for the webinar, The Sales and Service Training Shift: Technology’s Impact on Effective Learning Methods, on Feb. 15 at 3 p.m. EST.