Content is available everywhere. You can google anything and find what you’re looking for.

1. HOW TO BUY SALES TRAINING
Through the years, I have been asked, “How do you buy training?”
In early 2000, I was asked this question by a very savvy HR Executive, Sheila Iceland. At the time I was
working for Dale Carnegie Training in Philadelphia. I was loaded with training models, like the
Kirkpatrick model which measures ROI (Return on Investment), and I was ready to share my 4-step
behavior model.
As I prepared to answer, Sheila put her index finger over her lips and said, “shhh. I purchase millions of
dollars of training each year. Let me show you how I buy.” Sheila explained that there are three main
factors that must be considered when purchasing any type of training:
Content
Process
Methodology
Content is available everywhere. You can google anything and find what you’re looking for. You can find
videos on YouTube, and even presentations on slideshare, but that doesn’t necessarily mean it’s a good
thing. All content should be supported and validated by other sources.
You need to consider these questions:
Is the content one man or company’s opinion?
Has the content been tested or vetted?
Are you a guinea pig for the content?
Are you getting a second hand version of someone else’s original thought?
Or have you hired someone to show up, throw up and deliver?
In order for the information you’re gathering to be valid, all content should be supported by a process.

2. For instance, how many steps are included in the sales process or the negotiation process? How many
steps to close? If the trainer can’t support the content with this level of detail, then you’re working with
a firm that is teaching how THEY sell, not teaching how TO sell. This type of approach is based on
opinion and is style-based, and not based on a solid foundation.
Buying sales training is about predictability. A predictable process yields predictable results!
The key is to know whether the process is easy to implement and re-create eternally.
You need to know the difference between whether the person you are bringing in is going to educate
your team, which would be to teach something new, or whether you’re bringing in someone to train
your team, which would be to enhance and take action. These two processes are vastly different and
knowing this is crucial to your team.
Methodology is a more complex issue. It requires the buyer to ask the right questions of the trainer or
training organization. The methodology is how the trainer is going to deliver the content to the
participants.
I recently spoke to an existing customer who chose to use a new vendor. Obviously this is the last thing
you want to hear from a customer. I responded that I was respectful of their decision as to how they
needed to spend their budget. (FYI this sort of response was just a cushion designed to get the customer
to elaborate more on their decision. Not to agree or disagree, but buy me some time.) I kindly asked if
they would mind telling me a little more about how they arrived at their decision. He let me know that
one of our direct competitors was offering more of a one-on-one coaching process. I thought this was a
fair response, and asked if there was anything else and to my surprise that was it. Never deter from
finding out the reason a client is considering a new vendor, you never know how you can sweeten that
same offer. I asked him if we offered the same level of coaching would he re-consider looking back in
our direction. His response, “Tell me more!” Bazinga! I had him.
However, I still needed to dig a little deeper. I asked, “If you want more coaching, what is the real
issue?” He took a moment and replied that his team needed more one-on-one time. I then clarified
whether this was a training issue or a sales management issue. Because ultimately, coaching is not

3. training. It’s actually a critical piece of sales management. The conclusion to this dilemma, we both
agreed, was that his sales management strategy needed to be adjusted or re-vamped and that’s exactly
what we did.
So how do you determine if the methodology that has been proposed is right for your organization?
Consider the following:
What is the training company’s process for assessing your team?
Will the content be tailored or customized to meet needs, or will it be an off-the-shelf delivery? The
right solution for the wrong problem is worse than the wrong solutions for the right problem.
Most adult learning experts agree that there are 21 ways to train an adult and change a behavior. What
methods will they use? Make them explain their approach in detail.
Ask for the training outline.
Once you understand the content, process and methodology, it’s time to talk pricing.
Are they the lowest option?
What are their terms?
How do they resolve your objections?
Do you really want the lowest price provider training your people?
Hammer them on price and see how they respond and resolve the objection.
The final consideration should be their approach. How did they sell you? How did they present and
communicate to you? In the end, that is the example of what you are purchasing for your people.Learn
more.

4. Lance Tyson
President & CEO
TO LEARN MORE ABOUT OUR SALES TRAINING CONTACT:
Jesse Predhomme
P / 614.420.2621
E / jesse.predhomme@prspx.com
Website: http://www.prspx.com/