Make Training ACTUALLY Stick

After reflecting on the results of our survey: What is the best way to make training stick? I want to share my learning and hopefully help others ensure ROI on training.

Why we conducted the poll

To be transparent, I run a company, Strategy to Revenue , that delivers change programs for sales organisations. Our biggest challenge is that people think we are a training company, and I often have to explain that training alone does not solve the problem.

Training helps people understand what they must do, not ensure they do it. ROI is not generated by enjoying the learning experience, it is only generated by implementing new knowledge and skills.

To ensure that learners use the training—become consciously competent—and then change their behaviour i.e. become unconsciously competent, we have to look beyond the initial training event/activity.

Our poll offered four suggestions on the best way of doing this. These options came from what I read on my own LinkedIn feed and all the offerings from sales experts and coaches. These fall into two broader groups: Extensions to Learning and Coaching.

1. Extensions to Learning

Role Play (selected by 11% of respondents) is a great tool for helping learners feel comfortable using their new knowledge, skills and behaviours. They can make mistakes in a safe environment without losing a deal. But it doesn't ensure they change their behaviours—It's not timely enough; a manager or trainer can't be there for each unique scenario—it's just a great way of enhancing the training.

Reinforce by microlearning (not selected by anyone) is positioned as a great way of providing just-in-time learning. Disappointingly, this option received zero votes. For it to work, it requires a platform that can push the relevant content out to the individual, linked to performance data, and used alongside sales managers' observations to drive the coaching. I believe that this could be a truly scalable and consistent support to driving change, but clearly, the potential and reality are not yet aligned in people’s minds.

2. Coaching

Observation and Manager Coaching (selected by 67% of respondents) was the winner—unsurprisingly. It keeps ownership of the change within the organisation, which delivers longevity, scalability, and consistency when aligned to a comprehensive change program for the sales team.

External Coach or Mentor (selected by 22% of respondents) is a highly promoted approach on LinkedIn. What’s not to like? Bring in an expert who will sit down one-on-one and focus on a specific area (winning complex deals, booking meetings more effectively, being more confident, etc). Is this just training through the back door?

Takeaways

So what can we take away from the results that will help us embed training AND make it stick?

Begin by working out whether you're trying to embed existing training, or if you're looking for an issue-specific fix. There is no right or wrong answer, just your objective.

If you answered 'embed training', this assumes you have trained everyone and are focussed on behavioural change across the board—and consistency and scalability are key.

If you're seeking a targeted fix, this is focussed on individuals rather than the organisation as a whole and isn't necessarily about overriding behavioural change, but tactical activities to deliver quick results.

Behavioural change at scale

If you're focused on behavioural change across multiple teams and have already rolled out training, then Observation and Manager Coaching are key.

1. Start by defining what behaviours and activities the manager should observe. Observation should be objective, so don't rely on a Likert scale for scoring. The outcome of the observation is identifying what people are actually doing, not what they should be doing. Ask people to share what they actually do with evidence to show they are doing it.
2. Train your managers to do enabling coaching (help the individual find the appropriate way forward) and when it's appropriate to do guided coaching (lead the individual to a preferred way forward).
3. Communicate the value of coaching to everyone so they don't see it as a time-stealer activity.

If you're not looking at scalability or consistency then use external coaches and mentors i.e experts who will work with motivated individuals looking to improve themselves, and by extension give something back to the company.

Start researching AI-driven coaching solutions which will drive the need for microlearning. These work best if you can get relevant performance/activity data that will objectively indicate areas for growth.

Final thought

Whatever route you take, I recommend you start by defining expectations—the activities and behaviours you can observe. Then find a way to get people to identify the reality of what they currently do and compare that to what you need them to do. This then identifies the gap you need to reinforce.

The desired ROI you are after will only come if individuals are performing the right behaviours. This is different to knowing what the right behaviours are but not actually doing them—and is a waste of time and money!

Hi, I'm Mark, CEO of Strategy to Revenue.

I lead a team of content designers, technologists and training leaders building a range of training solutions for individuals, and SMBs and Enterprises that want to get the most from their sales teams.

I'm known for having an opinion about most things in sales—sometimes controversial ones. Ultimately, I like starting conversations and hopefully sharing something of value. Please share your views with me either with a comment or by dropping me a message. 😎