Magazine article Talent Development

Sales Training Needed for New Product Launches: Research Finds That Sales Reps Are Left to Learn Material on Their Own, Which Is a Risky Business Move

Magazine article Talent Development

Sales Training Needed for New Product Launches: Research Finds That Sales Reps Are Left to Learn Material on Their Own, Which Is a Risky Business Move

Article excerpt

A majority of sales reps are forced to prepare for new product launches with static marketing collateral rather than training, according to research from Corporate Visions. The sales and marketing messaging company polled approximately 400 business-to-business salespeople and marketers worldwide to understand how companies equip sales teams to manage new product messaging.

According to the results, only 38 percent of sales reps receive formal training for new product launches. And role playing, which many believe is essential for sales reps to retain the information they receive from marketing teams, only accounts for 3 percent of that formal training.

Most sales reps learn the material themselves through PowerPoint presentations, data sheets, phone scripts, and other documents. Whether they will commit to understanding and using new product information is largely left to chance.

Likewise, the survey reveals a lack of coaching, which is crucial for greater adoption, reinforcement, and maintaining message consistency over time. Less than 19 percent say that coaching sessions are offered monthly or bimonthly, and a mere 18 percent say they receive coaching quarterly. …

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