Are sales training events worthwhile?

I saw a recent article in which the question was asked about whether there was sufficient return on investment for sales training. The author argued that a sales manager worth his pay should possibly be able to train his staff and forgo the costs of arranging for a training seminar.

I can certainly see some of his points. The money that is spent flying in remote sales people, the expense of hotel and food accommodations, the time that takes them off the road, plus the expense of the speaker certainly add up quickly.

When I consider the sales training I have received over the years however, I have found that in most cases my managers combined these meetings with the opportunity to reconnect with your colleagues and in some cases reconnect with the support personnel at the factory. The chance for one on one time with these people helped strengthen relationships which in turn helped bolster the teamwork aspect. Many times there were some great questions and conversations that were shared that were invaluable for everyone involved. While the time in training could be somewhat lengthy, I found that the information that was shared and the chance to reconnect, were very helpful in “re-charging my batteries” with new ideas to try.

The sales training that included factory personnel also gave you the chance to forge a relationship with that person which might result in joint sales calls and support.

Overall expenses need to be considered. Could the same thing be accomplished via a webinar? Could the entire event be scaled down to just address the main objective – in other words, cut out the expensive after work outing? Should your sales manager be able to motivate and train the staff?  These are all things that are considered. But at what point would you find that the on site experience results in greater benefits?

How do you feel about this subject? What kinds of sales training have worked the best for you?

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