Disclaimer: This post is not intended to critique any specific individual, organisation, or training program. Instead, it is an observation of prevalent trends within the Caribbean sales training industry. I aim to shed light on these trends and encourage a conversation about enhancing the effectiveness and relevance of sales training, thereby strengthening the industry for the future.
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Having spent a significant part of my career in the sales industry and now becoming one of the staple names/brands in Trinidad and Tobago and the broader Caribbean for sales training, I feel a deep sense of responsibility to discuss the current state of our industry.
My six years of experience consulting with various organisations have led me to a critical observation: our approach to sales training is, in many ways, broken.
In addressing the shortcomings within our industry, several key issues stand out:
The prevalent issues within sales training can have far-reaching consequences, negatively affecting the entire sales industry and its clients:
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A particularly concerning trend is the commodification of sales training by educational institutions, driven more by revenue than by solving specific problems. Often, these programs are led by facilitators who are not sales practitioners but good training programme instructors. This lack of current, practical expertise can lead to ineffective training that does not identify where each attendee is now and what they need to address their current challenges/position as a sales professional.
In the video above, sales representatives from an automotive dealership express to Keron Rose that they found his twenty-minute presentation on how they should be selling in 2024 to be more valuable than a training program they are currently enrolled in. This example highlights the importance and impact of practical knowledge and experience over traditional schooling methodologies.
To truly benefit the industry, training should be conducted by active sales practitioners, ensuring relevance and applicability to the Caribbean sales environment.
Over the years, I have shifted from providing general sales training to adopting a more specialised approach. This decision stemmed from a growing realisation that the training I once offered between 2018 and 2022 needed to be revised, especially with the pace at which technology and changes in the buyer’s journey were changing. This meant that sellers (salespeople) needed to change as well. The demands of the market and the complexities of sales interactions require a tailored approach, focusing deeply on the unique challenges faced by each organisation.
While there may be challenges, it's important to acknowledge the valuable efforts of programs and trainers that are making a significant impact. Specialized training programs designed to meet the specific needs of Caribbean businesses have demonstrated promising results in improving sales effectiveness and overall business outcomes.
One such example is Sales Trainer Jarrod Best-Mitchell. He identifies his clients' needs and includes experts with other areas of expertise in his offering to enhance their learning outcomes. This is a great illustration of how Jarrod focuses on his strengths and leverages his network's expertise to add value to his clients.
A sales trainer should not merely be an instructor but a practitioner skilled in diagnosing and solving specific sales-related problems. This specialisation ensures that training goes beyond theoretical knowledge, addressing daily practical, on-the-ground challenges that sales teams face.
One of the most significant issues I encounter is that many organisations do not fully understand their training needs. They recognise problems within their teams but often cannot articulate what specific training is necessary or why certain issues persist. My role often shifts from trainer to consultant, helping organisations identify these gaps before training begins.
For example, it’s common for a client to request sales training as a blanket solution without understanding the root causes of their team's underperformance. Through thorough consultation, we sometimes discover that what is needed is not training but perhaps a restructuring of the sales process or a better alignment of incentives.
The image at the top of this section is an example of that. During a discovery meeting, it was identified that the team lacked motivation and an objective-based outcome. This could hinder the results desired for the training. Despite this, the company chose to work with another facilitator to deliver the training.
Sales training should not be an isolated event but a strategic intervention that aims to achieve specific business outcomes. This means every training session must be tied to clear, measurable objectives. It's not just about imparting knowledge; it's about ensuring this knowledge translates into improved sales performance and, ultimately, increased revenue.
Moreover, the value of post-training follow-up cannot be overstated. The real work often begins after the initial training phase, where continuous support and adjustments ensure sales teams' long-term success and adaptability.
As I address my fellow trainers, consultants, and business leaders in the Caribbean, I want to emphasize that we all have a crucial role to play in transforming sales training. It is not just a routine checkmark on an HR checklist. It is a critical investment in the growth and sustainability of our businesses. Let's take this responsibility seriously and work together to elevate the standards and practices of sales training across the region.
It's time for a paradigm shift in our approach to sales training. We must move from generic to specialized, passive to active, and theoretical to practical. Let’s meet the standard and set new benchmarks for excellence in sales training across the Caribbean.
By raising the bar in sales training, we have the power to significantly impact our regional economy by impacting the outcomes of the companies we serve. We can help businesses thrive by equipping them with improved sales strategies and skilled salespeople who can navigate the complexities of today's market.
This blog post is more than just an opinion piece; it's a call to action for all stakeholders in the Caribbean sales industry to rethink and revitalise our approach to sales training. Let's work together to ensure that our sales teams are not just trained but transformed.