Why Event-Based Sales Training Falls Short

In the world of sales, the quest for effective training solutions is never-ending. For years, event-based sales training has been the norm, but is it actually effective? 

I’m here to tell you 7 reasons why event-based training won’t cut it, especially for leaders managing large teams.

1. Lack of Sustained Learning

Concern: Event-based training is like cramming the night before a test. You get a bunch of info all at once, but will you remember it next week? Probably not.

Reality Check: Enablement leaders get that learning isn’t just a one-time thing; it’s an ongoing process. Sales teams require continuous skill development and reinforcement. Event-based training, with its one-off sessions, can’t provide the consistent support needed for long-term success.

2. Limited Application to Real-World Scenarios

Concern: Event-based sales training can feel like it’s all talk and no action. It’s theory-based and detached from real-world sales situations.

Reality Check: Enablement leaders know that the sales landscape is dynamic and challenging. To thrive, teams need training that is directly applicable to their daily tasks. 

3. Poor Skill Retention Rates

Concern: Sales reps can struggle to retain the vast amount of information taught in a single training event. (That’s why micro-learning over time is critical to ensuring skills stick!)

Reality Check: Enablement leaders recognize that skill retention is the key to performance improvement. Event-based training can overwhelm participants, leading to lower skill retention. This leads to less effective training that fails to drive tangible results.

4. No Skill Reinforcement

Concern: Event-based training typically lacks ongoing skill reinforcement.

Reality Check: Just like learning a new language, if you don’t use it, you lose it. Skills deteriorate over time if they’re not regularly practiced and reinforced. Enablement leaders need training that includes coaching, mentoring, and opportunities for reps to apply what they’ve learned to their daily work life – something that’s missing in event-based learning.

5. High Cost, Limited ROI

Concern: Event-based training can be expensive, and the ROI may not always justify the investment.

Reality Check: Enablement leaders are under pressure to deliver results and prove the value of their initiatives. Event-based training’s high costs and questionable long-term effectiveness can make it a tough sell when trying to show ROI.

6. Challenging for High Attrition

Concern: High turnover is a common challenge for large sales teams, making it difficult to keep everyone up-to-date through periodic training events.

Reality Check: Enablement leaders understand that training should be agile and accessible. Event-based training struggles to accommodate the rapid onboarding of new hires or the need for ongoing training when turnover rates are high.

7. Inadaptability to Change

Concern: The sales landscape evolves rapidly, and event-based training can’t keep pace with these changes.

Reality Check: For those at the helm, it’s crucial that our teams are prepped and ready to tackle the ever-shifting industry trends and customer needs. Relying solely on event-based training might not give us the flexibility and swift adaptation we genuinely need.

A More Effective Approach: Continuous, Virtual Training

Event-based sales training has its merits. However, for those leading large teams with a notable churn rate, it might not be the optimal choice. The better route? Ongoing, virtual sales training. It promises consistent, deep learning, techniques that align with real-world challenges, enhanced skill retention, ongoing skill reinforcement, cost efficiency, and the flexibility to adapt to the ever-evolving landscape.

READ: Why You Need a Sales Training and Enablement Budget

Ongoing learning fosters a culture of proactive growth which improves employee retention. This continuous approach ensures that every team member, whether a seasoned sales pro or a new rep, is armed with the most current strategies, insights, and best practices. In a landscape as competitive as sales, staying updated isn’t just recommended—it’s imperative.