Having experienced numerous sales training programs in my previous life, not one of them really explored positive attitude in the learning engagement. Sure there was talk about having a positive mental attitude, but very little content or actual development around how to develop and maintain such an attitude.

The Disconnect

Attitudes are comprised of thoughts that we repeatedly have. They develop over time and because of negative conditioning many of our attitudes have a negative foundation. We are more inclined to think “don’t” and “can’t” than “do” and “can.”

Positive attitude development requires being linked to some tactical action. This linkage allows the individual to begin to replace the negative with the positives as he or she is beginning to see positive outcomes.  Unfortunately, many sales training programs do not recognize this linkage and only further the disconnect.

The Bridge

One proven bridge to overcome that disconnect is to use a proven goal setting and goal achievement process.  By connecting the desired positive attitude to a WAY SMART goal, the individual begins to see real progress and results.

Emotions the Planks

If we accept the premise that human beings are emotional creatures first, then emotions must be part of any sales training.  The emotions also must be sustainable and not just a quick boost from a sales workshop or seminar or some inspirational speech.

When the proven goal setting and goal achievement process unites emotions to the attitude development, then the individual becomes internally motivated to secure the desired results.

Repetition the Guard Rails

Human beings learn best through repetition. We all have experienced this through spaced repetition. How much is 5×8? Having our arithmetic tables repeated numerous times allows us to almost instantaneously without even thinking respond with 40. Yet most sales training programs are a one time event and within one day, approximately only 50% is remembered.  Then as time progresses, less and less is retained.  Learning research suggests after 16 days only 2% is remembered.

Technology provides the guard rail to the learning event.  When the material text is duplicated on an audio CD, the salesperson can hear the text and begin to remember it. By listening to the audio CD at least five times, long term memory retention is dramatically increased.

Attitude Is the Answer to Better Sales Training

If you wish your sales training to have longer lasting impact (think return on investment – ROI), then review the learning objectives before you sign that contract.  Ask about how the sales coach, sales trainer or sales consultant will develop positive attitudes.

To quote a very wise man (my husband):

It is not a question of do I know it, it is a question of do I want to do it?

That want is the attitude you must have in your sales team and for all of your employees.  Make sure your sales training is developing the want along with the know.

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Leanne Hoagland-Smith supports forward thinking leaders in bridging the gaps between today’s results and tomorrow’s goals in the key areas of strategic growth, people development and process improvement. She speaks and writes specifically to high performance sales people who require a tailored solution and to small businesses under 50 employees whose challenges are more unique and resources more limited. Leanne can be reached at 219.508.2859 central time.  Follow her on Twitter or check out her profile on LinkedIn.