When Timing Isn’t Everything - The Timing Trouble in Traditional Training

Imagine a salesperson we'll call Jack. Jack just sat through a week-long sales boot camp (in person or otherwise). By Friday, his brain is like a sponge that's been left under a running faucet—dripping with excess information and incapable of soaking up another drop. Jack, like so many in his field, is a victim not just of bad timing in training, but also the corporate belief that when it comes to training, more is always better. Spoiler alert: It's not.

When Just-in-Time Beats Just-in-Case

Traditional sales training operates on a "just-in-case" model. It's the equivalent of learning how to fix a tire before you even know how to drive—sure, it might come in handy someday, but by the time you need it, you'll probably have forgotten which tool does what. Contrast this with the "just-in-time" model, which is like having a mechanic show you the ropes when you're roadside with a flat. This method ensures that learning is immediately relevant and applicable, and is becoming more available with AI-powered sales coaching tools.

The benefits of just-in-time learning aren't just anecdotal. The Forgetting Curve—a concept first introduced by psychologist Hermann Ebbinghaus—demonstrates that without reinforcement, we start losing the memory of learned knowledge in a matter of days. In fact, research suggests that within one hour, people will have forgotten an average of 50 percent of the information presented. Within 24 hours, this number rises to 70 percent, and if a week passes without that knowledge being applied, up to 90 percent could be lost. That’s not just a curve; it’s a cliff.

Imagine we plot Jack's training retention on a graph. It wouldn't be a slow, gentle slope but a steep dive, like a rollercoaster when you've just reached the peak and are bracing for the drop. Now, that’s the type of adrenaline rush you want your sales team to avoid - right?

Cognitive Overload: When More is Less

Then there’s the information overload. It’s the age of big data, but bigger isn't always better, especially when it comes to learning. Cognitive load theory tells us that our working memory has limits. Bombard it with too much information, and you'll jam the gears. Sales training is full with too much information, and crammed with complexity.

In our age of multitasking myths, cognitive overload is the supervillain. It swoops in when we pile up the sales techniques, sales methods, strategies & tactics, industry insights, pollical know-how, psychology, neuroscience, expecting sellers (young & old) to switch gears at lightning speed. But here's the kicker: A study published in the journal 'Computers in Human Behavior' found that participants who multitasked during cognitive tasks experienced significant performance drops. In terms of sales training, this means that the more we dump on our trainees at once, the less they’re actually learning. It's like expecting Jack to learn to juggle while riding a unicycle. Entertaining, yes. Effective? Not so much. And as our window of opportunity to spend time with prospects continue to close – we have to be at our best when these opportunities present.

It's complicated…and expensive

There's a peculiar badge of honor that traditional sales training seems to pursue—complexity. Somewhere along the line, we started to measure the effectiveness of a training program by how intricate it could become. Instead of sticking to the core principles of sales—connection, understanding, solution, and closure—we've entangled the process with a labyrinth of techniques, acronyms, and processes that would make even Da Vinci's head spin. This convoluted approach may have succeeded in making sales training seem like an arcane art only accessible to the few with a Rosetta Stone, but in reality, it has done a disservice to many sales professionals. They're often left with a toolbox so overstocked and disorganized it's nearly impossible to find the right tool when the moment of truth arrives in front of a potential client. Simplicity is the soul of efficiency, especially in AI sales coaching tools, but traditional sales training has forgotten this, opting instead for a complex system where less could truly be more.

Shining the light

So, what’s the takeaway? The old approach to sales training needs to be put out to pasture. Instead, it's time to water the garden gently—with targeted, timely readiness thinking, ideas and tools that get sellers better prepared, faster and with less effort. Let's give Jack and his colleagues what they need when they need it, so that information is a tool they use, not a flood they feel will drown them.

Sales leadership - the loneliest place?

Ever been alone on an empty train station platform? It's an eerie feeling. Train stations are usually bustling places, so when they're not, and you're the only one there, they feel particularly alien. Sales & revenue leadership are starting to feel like deserted train stations. "I'm waiting for my train to come in. I'm betting everything on this one." Often it doesn't come at all - if it does, it's always late! If I look down the track will I see the light at the end...of my own tunnel of doom.

In sales & revenue leadership, familiar challenges persist, demanding resolute action and innovative solutions. Conversations with industry insiders reveal a disconcerting status quo. Sales leaders, burdened with shockingly short tenures, are often held hostage by a ceaseless pursuit of elusive mega-deals, while a yawning chasm divides executive strategies from frontline realities.

Low conversion and win rates, pipeline pandemonium, recruitment quagmires, strategy whiplash, and the uphill battle of managing sky-high expectations form the battleground.

However, let's dive headfirst into the five relentless challenges and seize them by the horns:

1. Overreliance on a Subset of the Team

Sales leaders habitually bank on a tiny cadre of top performers, a perilous bet that risks burnout and skews team dynamics.

2. Ensuring Team Consistency

Consistency in sales approaches and customer interactions isn't a luxury; it's the lifeblood of success. Deviations sow confusion and stifle growth.

3. Setting Expectations for Sales Cycle Stages

Effectively navigating the intricacies of each sales cycle stage is a Herculean task. Inconsistent behaviors jeopardize win rates and pipeline integrity.

4. Managing Onboarding Amid Turnover

Skyrocketing turnover rates in sales roles necessitate perpetual onboarding and training, or risk operational paralysis.

5. Leveraging Technology Effectively

The sales tech landscape is a jungle, and navigating it overwhelms sellers already drowning in information.

Shining the light

It's time to shatter the shackles of antiquated practices and demand a revolution. Sales training (for example) is an age-old relic that hasn't changed in years, and hasn't delivered in decades. It's time to consign it to the scrap heap of modern commerce.

We require dynamic, real-time knowledge, and know-how, delivered precisely when it matters, at the point of engagement. The time for change is now. In this tumultuous landscape, embracing innovation isn't an option; it's a survival imperative. Let's shed the old skin, demand transparency, and arm ourselves with strategies attuned to the modern sales battlefield. Only then can we empower sales leaders and their teams to not just survive but thrive in this ever-evolving marketplace.

The Balancing Act: B2B Sellers and the Quest for Effective Planning

In the fast-paced world of modern B2B sales, there's an undeniable truth: time is scarce, and planning for ever decreasing prospect interactions has become a formidable challenge. Amid this hustle and bustle, there's a perplexing trend emerging – bosses demand planning but often provide minimal assistance. However, the key to success lies in identifying and utilizing reliable technology solutions and crafting efficient plans that won't consume endless hours, and tempt you to second guess yourselves, because let's face it – your boss may not even read them! These technologies continue to emerge and broadly fit into the categories of AI-powered sales enablement tools, and AI sales coaching tools.

The Technology Advantage

In today's age, technology can be our best ally – or our worst enemy - in how we plan our time and get prepared for our prospects. We have access to a myriad of technological tools designed to help with our planning and our thinking. And therein lies part of the problem – the Paradox of Choice!

You're racing against the clock, managing multiple leads, attending meetings, and staying updated with industry trends. In this whirlwind, finding time to plan & strategize for prospect interactions becomes a luxury. Yet, it’s no longer acceptable to wait to talk to the prospect to gather info on their challenges – they expect you to know at least some of these “before” you meet!

Now, here's where it gets trickier. Your boss expects well-thought-out plans for each prospect call or meeting. They want detailed strategies, objectives, and tactics. They demand that you walk into every interaction with a clear roadmap.

The Importance of Having a Plan

While it's crucial to have a plan for prospect meetings, it's equally important to recognize that the content of the plan isn't always the primary focus. In many cases, what matters most is that you have a plan to show to your boss. Why? Because your boss, like many others, may not have the time to dive into it, in detail. They want assurance that you're prepared and have thought through your approach. So do you, by the way. A well-structured, concise plan can instill confidence and demonstrate professionalism.

Efficiency is Key

Efficiency is paramount. You can't afford to spend hours crafting elaborate plans for each prospect interaction. Re-inventing the wheel, so to speak. Instead, the emphasis should be on creating plans that are effective yet time-efficient. The trick is finding & combining the right tools to help us.

The resulting plan can be simple and original. You’re happy, as you know what the agenda is – what you need to get out of the meeting and what you believe the prospect needs from you, particularly so you can start to create preference in their mind. The prospect will have a better experience as you won’t be winging it! By the way, prospects don't like to get the sense that a meeting has not been planned. They'll rightly feel less important.

Finally, you’ll be able to enjoy the luxury of balancing consistency and originality. Having plans for different phases of the buying cycle that remain steady while reflecting the unique circumstances of each prospect.

Shining the light

Success in modern B2B sales lies partly in your ability to "find an edge." The use of technology and the ability to craft efficient plans that work within our fast-paced environment represents such an edge. While your boss may not have the bandwidth to scrutinize every detail, having a well-structured plan at your fingertips is invaluable. It's about leveraging technology to work smarter, not harder, and presenting plans that showcase your readiness for prospect interactions. So, equip yourself with the right tools, streamline your planning process, and remember that in the world of B2B sales, time is money.