Transitioning from sales training to sales education
21st March 2019 | Dr Philip Squire and Louise Sutton
As part of a wider professionalisation of the sales function, forward-looking companies are discovering the benefits of sales education as a way to equip their people to thrive in today’s complex and challenging business environment.
Today’s business landscape is challenging in multiple ways: it’s super competitive; technology is forcing us to deal with change and adapt our go-to-market models at an unprecedent pace (a pace that can only accelerate); and there is so much data available that it’s all too easy to experience information overload. What this means is that sales organisations need new strategies to ensure that their people have the right skills and experience to perform in this demanding environment.
A long time ago when one of the authors started his career in sales, the only preparation for the role involved little more than learning a script and being able to deliver it convincingly. There was little or no sales training and certainly no sales education.