Magazine article Talent Development

Overcome Barriers to Sales Training: Insights from ATD's Latest Sales Training Research

Magazine article Talent Development

Overcome Barriers to Sales Training: Insights from ATD's Latest Sales Training Research

Article excerpt

The Association for Talent Development's (ATD) 2016 State of Sales Training provides an in-depth look at the current state of sales training, including top barriers to effective training, frequency of training, and how salespeople learn best, as well as the average annual training expenditure.

In spring 2016, ATD Research surveyed 227 sales enablement professionals and found that 48 percent of respondents indicated that, in their organization, sales training helps meet sales goals to a high or very high extent. ATD Research also asked participants about the primary barriers to effective sales training. Half of respondents indicated that the primary obstacle to effective sales training in their organization is that salespeople are not held accountable for applying the skills they learned in training. Participants also identified the inability to tie sales training to sales performance (35 percent) and scheduling conflicts (33 percent) among their top barriers to effective sales training in their organization.

Given that less than half of sales enablement professionals surveyed believe that sales training helped meet sales goals, it may come as a surprise that respondents said that sales training costs approximately $1,459 per sales professional. In comparison, ATD's 2015 State of the Industry report indicates that the average organization's cost of training an employee in any function-including, but not limited to, sales-is only $1,229 per employee. …

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