In order to change salespeople, trainers must be able to do far more than read a script, teach the curriculums, demonstrate the strategies and tactics and perform role plays. Sales trainers must have a number of competencies beyond sales and training. There are underlying reasons why salespeople do what they do, why they only do what’s comfortable, but not what we need them to do, and trainers must first understand that.
Before an inside or outside expert can help you develop your sales force, there are at least 25 milestones that must take place or the initiative will probably fail. Development has much less to do with content, curriculum, and methodology than it does with the person, or people who will do the developing.