Can An Independent Sales Trainer/Sales Consultant Provide Real Value To A Large Company?
Yes.
That sole trainer (or two- to three-person firm) won’t be rolling out simultaneous live instructor-led training classes in 20 countries. Nor will they be getting in front of every one of 3,000 reps in the North American operation of a large client during a rapid 6-month deployment.
But we have seen one- to three-person sales consulting and training firms be very effective in:
- Filling a gap in a company’s existing sales methodology in their unique area of expertise. We’ve recommended domain experts in selling outsourcing, gaining and leveraging business acumen, demonstrating software effectively, and understanding and selling into specific industries, as just four examples. These experts contributed significantly to their clients’ overall sales effectiveness;
- Adding unique or custom-developed content to that company’s existing sales training curriculum, which is then delivered through a train-the-trainer approach;
- Coaching sales managers and individual sales reps toward closer compliance with the company’s sales methodology. Two common examples are “deal management sessions,” and objective pipeline reviews. We know a number of consultants who do a terrific job in these areas for some very large companies;
- Extending the value of a company’s investment with a larger sales training provider who might do a great job of providing the “what to do,” but not the “how to do it.” That’s a common compliant among sales training buyers we speak with;
- Consulting with and/or delivering special learning content to a small, diverse division or business unit of a large global player. That’s one explanation for seeing names of some very big companies on the website of some very small trainers;
- Developing and delivering virtual content that can be translated where required and rolled out globally.
There are many situations where an individual trainer just can’t get the job done for a big company. But there are plenty of times where they not only can, but they’re the best alternative.
Would you let me know by email if you’ve had a high-value experience working with an individual trainer or small firm?
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Filed under: coaching, Methodology, Sales Training Companies
Dave – I appreciate your comments; I have run sales at three public companies and now run sales at a pre-IPO company called Eloqua. I have used big and small firms and recently we used a small firm called Critical Path Strategies to implement our Eloqua Sales Certification program. This has been a great experience. I needed something highly customized given who we are and what challenges we had as a team. Also I needed someone to operate with speed and be willing to be paid on results. Critical Path Strategies has performed well for us.
A well written and fair article. As an independent Sales Trainer, I often enjoy a far deeper and much longer lasting relationship with a client. It can take 6 months to a year to run Basic Selling, Advanced Selling, Negotiation skills, Presentation and Proposal Writing for a 30 person sales team. When I accept larger assignments I have a network of up to 30 ‘Partners’, giving me Global reach and a wide range of programs or just for a 300 person “Sheep dip”
The best results are always from a full service Contract, TNA, custom design, delivery and Coaching follow-up, and Assessment. But, clients still ask for 1/2 day
“silver bullets”, pity!
Don’t you just hate those silver bullets. A big promise, but they get no one anywhere. What a shame.