5 billion on sales training each year. However, not all types of sales training can deliver the results you want. To generate the desired return on investment, a sales training program must be highly engaging while helping you to identify and close any gaps. Here are some of the attributes of an effective sales training program, according to experienced business coaches: An Emphasis on Meeting Customers’ Needs, Not Persuasion Gone are the days when the best salespeople were those who won customers through aggressive pitches. The modern customer is way too smart for that. Savvy consumers know all the sales tricks, and ready access to knowledge has made them immune. To succeed with today's discerning customers, sales trainees need to develop a customer-centric mindset. They need to understand that selling is more about meeting the distinctive needs of the customer rather than persuading them. Based on this idea, training programs should be focused on effective listening and communication. Drive Long-Term Behavioral Change Successful sales training drives long-term behavioral changes. This requires two critical steps:

• Immersive training experiences
• A follow-up strategy to reinforce what was taught

Unlike passive forms of content delivery, immersive experiences combine learning with practice with the help of experiential learning activities. Participants learn and acquire new skills through hands-on activities that simulate on-the-job scenarios. However, this won’t be enough. Behavior is only permanently changed through effective reinforcement. This can be done by incorporating retention tricks into sales training programs so that new skills stay at the front of trainees' minds. For instance, retention games can help ensure that the skills stay with them long after the training session is over. Aligned With Your Training Priorities You won't achieve your goals with a generic sales training program that provides few skills applicable to your business. Before investing in a sales training program, you should have a list of skills that are critical for different sales roles, such as client engagement. When developing training content, make sure that it’s closely aligned with the skills and key attitudes associated with those skills. Hire a Business Coach While the aforementioned characteristics should have given you a much better idea about the value of top-notch sales training, a business coach can help you incorporate these suggestions effectively into your training programs. Jason Ballard at Soar High Coaching and Training is a business coach with more than 27 years of real-world experience and leadership. He is excited to offer sales training advice and is dedicated to bringing your sales team to a higher level. To schedule your sales training consultation, contact us today!