Why doesn't staff training work?
07 July 2010
Sales Tip 7th July 2010
Why doesn't staff training work?
Time to read this section about 40 seconds, time well spent.
Most retailers understand the need to invest in employee training if they are going to be successful (or even just survive!). Yet many have also carried the expense of programs that simply did not produce the results they were looking for. So before proceeding with your next sales training regime, ask yourself "Why didn't my last training program work?"
Here are some of the key causes:
- The training program was just a 'flavour of the month' project that quickly lost management's attention and support.
- Training was initiated with the front line before middle and senior management were trained themselves on the program. How can they support something they don't understand?
- The program was launched without a well-planned reinforcement strategy. To improve behaviour and performance, staff training must be continued each and every day of the year.
- There was no accountability for using the new skills or knowledge presented in the program, so the staff knew they didn't have to incorporate them into their regular activities.
- The training program wasn't integrated into daily store operations, so it quickly became just another 'to do' item that got lost somewhere on the list.
- The content wasn't relevant, realistic or practical.
- Store Operations didn't "own" the program, and rather just treated it like another HR initiative.
What about your training programs? Are they up to snuff? Are they producing the results that they should? Why not? What are you going to do about it?
I would recommend talking to Brett Burgess from Sale Impact Group if you're looking to undertake staff sales training. Make sure you question him about the above points.
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