I delivered CRM sales training to a large group of sales people for a client recently. My classes were not the first attempt to get the sales group trained in CRM. I found that the biggest issue they had was the frustration that the training did not relate to their day to day activities.
They got great exposure to features and functions in the previous training, but it did not take because it didn’t help them see the benefit to them to use it.
In the classes, I focused first on what problems they were seeing and sales person WIIFM (what’s in it for me) . The other thing I did was to implement my top 10 tweaks for CRM productivity on the CRM system to solve some basic productivity issues. The reviews from the sales staff and their managers told us that the delivery was right on track. Things are moving forward and CRM acceptance has improved significantly.
The moral of the story is, if you want to train salespeople, you had better understand their problems and delivery a training solution that hits them where they live. Funny, that might be true about all training!