Placeholder draft - this article will be replaced with a finished piece before launch.
Placeholder draft. This article is a placeholder to demonstrate the blog structure and will be replaced with a finished piece before launch.
Most sales training follows the same arc: an energising day, a week of good intentions, then a quiet slide back to old habits. The problem is rarely the trainer. It is the design.
Training is an event; performance is a system
A training day changes what people know for a while. Performance changes when the environment around people changes: what managers coach, what content exists, what the process rewards.
The 6Ds framework - define, design, deliver, drive, deploy, document - exists precisely because the delivery step is the easy part. The transfer steps are where results live or die.
Three things that make training stick
Manager coaching rhythm. If managers do not reinforce the new behaviours in call reviews and deal reviews, the behaviours fade. A simple weekly coaching structure outperforms a brilliant one-off workshop.
Performance support at the point of work. Talk tracks, battlecards and checklists inside the tools reps already use beat a slide deck in a shared drive every time.
A definition of success set before the training. "Better discovery calls" is not measurable. "Second meetings booked from first calls" is. Define the business outcome first and the training design follows.
The uncomfortable implication
If you cannot support the transfer - coaching, content, measurement - the training is often not worth running yet. Build the system first, then train into it.
We build onboarding programmes, playbooks and coaching frameworks designed around transfer. Explore Sales Enablement.