How much money are companies spending on sales training? And is it enough to worry about whether or not one is optimizing the investment?
This, as they say, is the easy part. The answer to the first question is a lot; the answer to the second question is – yes. Companies spend a hefty amount of money – so yes, it is worth worrying about. As reported in a research report by Sales Performance International – “In the United States alone, industry estimates for corporate expenditures on sales training and performance improvement are more than 5 billion dollars annually.”
There are several avenues to attack the question: How do you optimize your sales training investment? Perhaps the one that has received the most attention relates to treating sales training as a “process not an event.” Inherent here is the point that what is done before and after sales training to position and reinforce it is as important as the sales training itself…
