5 Common Reasons Why Sales Training Fails (and How to Avoid Them)

If you’re responsible for organising sales training, you may have experienced some common issues. Here are five reasons why sales training often fails and what you can do to overcome these barriers.

1. Training the ‘What’ Instead of the ‘How’

Many traditional sales training programmes focus on processes, essentially, what to ‘do’ to the customer. This approach often overlooks the critical behaviours that lead to successful sales conversations and mutually beneficial, long-term business relationships. Effective sales training should teach not only what to do but also how to behave in real-world interactions with clients.

2. It’s Too Generic

Many sales training programmes follow a one-size-fits-all formula, which may not reflect the specific realities of different markets or industries. Salespeople often dismiss training that feels irrelevant to their customers and goals. A successful development programme needs to align global strategies with local needs, tailoring the training to reflect specific challenges that sales teams face.

3. Sales Training Needs Real-World Application

No single sales training workshop will transform an entire team overnight. Without ongoing reinforcement and application of new skills, these behaviours can quickly be forgotten as day-to-day business pressures take priority. Salespeople and their managers must understand, apply, and continuously develop effective behaviours to embed learning into their routine.

4. It’s Disconnected from Business Goals

Training is often implemented in reaction to changes in the market, the introduction of a new product, or an updated marketing strategy. However, sales development programmes must be closely aligned with these shifts to be effective. Sales training should be designed to support overarching business strategies and ensure that new skills contribute directly to commercial success.

5. Sales Training Is About More Than Just ‘Sales’

Selling used to be a one-way conversation. Today, with more sophisticated and informed customers, salespeople need a broad range of skills to succeed. Being effective in front of a customer is essential but rarely enough. The ability to influence a group, engage with the right customers, and communicate effectively with colleagues are all crucial skills that need to be developed and demonstrated.

In Conclusion: Make Sales Training Practical, Relevant, and Supported

Investment in developing your sales force will show far greater returns if the development programme is practical, relevant, and well-supported. Sales teams need training that is designed to suit their real-world challenges and business objectives.

If you’re planning sales training for your team, consider how you can overcome these common barriers to ensure long-term success.

Many thanks,

Alex & The Excel Team

P.S. If you would like to discuss any of your other learning & development challenges, book in your discovery call.

About Excel Communications

Excel Communications is a learning and development consultancy based near London in the U.K. For more than 30 years; we have been collaborating with clients across the globe.  

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