Regular group sales training offering minimal impact? Try mentoring instead.
Many organisations invest in group sales training programs with the goal of equipping their sales teams with essential skills and knowledge - I have been a part of many over the years; some great, some good, some not so good. In my experience, the traditional, broad brushed, sales training course can give some value (and its great to fill training hours in the company CSR spreadsheet) but as with most “one size fits all” products, it rarely offers the impact which a company hopes for. Group sales training can often be a check-box exercise where actions are rarely followed up and new learning is practiced.
There is an alternative, one to one sales mentoring which I will just call mentoring from here. I will try to cover the difference and the benefits of mentoring over traditional training. Its not for every situation (for instance group training is best utilised to introduce a new CRM, product or service) but when it comes to impact, focused, regular mentoring can benefit both the mentee and their company.
Tailored Guidance for Individual Growth
One of the most significant advantages of sales mentoring is its ability to provide tailored guidance with the sole purpose of improvement. Unlike group training sessions, which follow a standardised agenda, personal mentoring focuses on the unique strengths, weaknesses, and goals of the individual salesperson. This customised approach allows mentors to work with mentees in addressing specific challenges, explore personal aspirations, and provide targeted strategies for professional growth, which benefits all.
Building Trust and Rapport
In a more traditional group sales training experience, there will always be the high performers and the new starts / inexperienced staff and what can happen is the high performers switch off (either due to hearing information they already know or ego telling them that they know better) and the inexperienced members of the team will be too nervous to ask the questions which they need answers to. There is rarely the trust or culture to allow meaningful conversation and learning to take place.
In a mentoring relationship, trust and rapport develop naturally between the mentor and mentee. This bond creates an open and safe environment for the salesperson to share concerns, ask questions, and seek advice in confidence and without fear of judgment. The mentor's experience (to have walked the walk is very important) and understanding of the mentees personality and communication style enables them to offer guidance in a way that resonates best with the individual, fostering a deeper learning experience.
Real-time Feedback and Skill Improvement
During group sales training, participants often receive feedback in a more generalised manner. In contrast, personal sales mentoring provides real-time feedback tailored to the individual's performance. This immediate and precise guidance allows the salesperson to adjust and make improvements faster, leading to accelerated skill development and greater sales acumen. It also allows for feedback to be received away from peers, resulting in a more impactful conversation taking place.
Addressing Personal Roadblocks
Sales professionals frequently encounter personal roadblocks that can hinder their success. These barriers might be related to self-confidence, time management or dealing with rejection. As a person who started their sales career selling double glazing, I have had them all! Group training might not delve into these personal issues, but in a one-on-one mentoring relationship, the mentor can help the mentee identify and overcome these obstacles, unlocking their full potential.
Focus on Long-term Career Growth
Group training sessions often focus on short-term objectives or immediate sales goals. On the other hand, personal sales mentoring takes a holistic approach to the salesperson's career development. It is more about “how can you earn more/secure a promotion/get the skills you need to progress your career” instead of “how can we bring more sales into the company this/next quarter”. Mentors guide their mentees in setting long-term career goals, developing leadership skills, and creating a roadmap for continuous growth and advancement within the organisation.
Nurturing Leadership and Accountability
Through personal sales mentoring, mentees not only enhance their sales skills but also cultivate leadership qualities. As mentors lead by example and provide guidance, mentees learn essential leadership traits and how to take responsibility for their actions and decisions. This transformational process not only benefits the individual but also has a positive impact on the entire sales team. I think about one of my early managers…. a 24 year old Eddie was undisciplined, lazy at times and cut corners. Over his mentorship and by following his example, I learned the compounding effect of discipline, curiosity and hard work, values I still carry with me today.
Confidentiality and Privacy
In a group training setting, salespeople might hesitate to discuss sensitive issues openly, fearing that their vulnerabilities may be exposed to their colleagues. In a confidential mentoring relationship, the mentee can freely discuss their challenges and concerns, knowing that their conversations remain private. This confidentiality fosters a more open and honest learning environment. Having a mentor who is independent from your team and ideally, company, allows mentees the freedom to be completely open without judgement.
While group sales training has its merits, there is undeniable value in embracing one to one sales mentoring for personal and professional growth. Through a personalised approach, mentors can offer tailored guidance, build trust, and provide real-time feedback to drive skill improvement. Moreover, personal sales mentoring addresses individual roadblocks, nurtures leadership qualities, and encourages long-term career development. By investing in one to one mentoring, organisations empower their sales teams to reach new heights of success and achieve lasting results.