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Chapter 5: The Science of Sales Training

Chapter 5

The Science of Sales Training

I have been in the training business for the past 22 years. In 2006, I took the SSAT and scored a 62 percent. I concluded that the test was really dumb because I thought I knew the right answers and the questions weren't good questions. I picked up the phone and called Nancy to complain. She chuckled and then explained, based on my skill profile, exactly how I sell things. I was amazed. It was like she'd been on sales calls with me. I went through CFS training with Nancy, and the first year my gross revenue went up 20 percent and I broke into the top five sales reps for my firm for the first time.

—Dave O'Brien, Associate, The Predictive Group

Sales training is a huge business. In the United States alone, companies that sell business-to-business spend between $4 and $7 billion on sales training, according to Dave Stein, CEO of ES Research, a company that studies the sales training market. About 60 percent of that amount is spent on in-house training (product updates, marketing training, etc.) while the rest is spent hiring outside trainers to help sales teams become more effective.


  

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