Great sales training differs from what youre probably doing, in five significant ways. In your heart you knew these things. You've just forgotten!

(1) Nobody ever learned a behavioral skill by being talked at. Want to improve that golf, tennis or baseball swing? Dont expect a speech by a retired Hall of Fame athlete or a video to do it for you.

Yet, what do we do? We have classroom training sessions because most of us have warmed school desks for so long that were used to that medium. Some chalk-talk is fine, as an overall orientation, but the best method is to coach trainees, one-on-one.

(2) For thousands of years apprenticeships have worked in all of the skilled trades. Aspiring shoemakers learned by being around their parents, who were seasoned pros, and they, in turn, learned at the feet of their parents. Novices watched, noting how the family interacted with customers, and they were given small tasks to master before being given bigger ones.

Today, there is far too little time dedicated to enabling new hires to observe veterans at work.

(3) Todays salespeople get far too little feedback from everyone, especially from their managers. Getting a sale or failing to get one, teaches very little. It doesnt say, this close worked, or you failed to suitably get to the real objection.

(4) Were afraid to drill our people so they can put together and take apart a sales talk like a soldier can a rifle; blindfolded, if necessary. Give me three different ways to close a sale, right now!

(5) Most trainers are failed salespeople who were kicked aside or kicked upstairs. Therefore, they lack credibility. Truly great salespeople have no time to train others because theyre making big bucks in the field. Peter F. Drucker said we dont achieve at what we dont respect, and let me add to that the idea that we dont learn from people we dont respect.

Take a hard look at your training program. If it consists of a lot of automation, web based modules, videos, workbooks, and other mass production tools, then redesign it.