How to Get the Best ROI from Sales Training w/ Norman Behar [Episode 318]

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Among the many topics that Norman and I discuss are some of the new ways millennials prefer to access sales training, what to look for when selecting a training vendor, creating a culture of accountability, and the skills a sales manager needs besides those of a top sales rep.

Joining me on this episode of Accelerate! is Norman Behar, CEO and Managing Director of the Sales Readiness Group, and co-author of the new book, The High-Impact Sales Manager: A No-Nonsense Practical Guide to Improve Your Team’s Sales Performance.


Norman tells how his company meets the needs of millennials by offering learning virtually, online, in live sessions, e-learning, and workshops.

Norm shares the behavior change goals of all sales training.

How managers need to assess the individual training needs of sales reps.

The value of using assessment tools in addition to in-person assessments.

Norman shares how to investigate training companies, and how their approaches would apply to your sales team.

Andy puts it on the manager’s plate to verify that the training vendor has relevant offerings for their staff, so the sales reps don’t ‘tune-out.’

Norman discusses the value of having team members teach one another and how a culture of accountability starts to develop.

Norman shares the number one action sales managers can take to improve the sales performance of their team.

What are the 3 primary goals of sales management training?

Andy and Norman discuss the art of sales and the science of sales. Both aspects are needed; numbers are ineffective without relationship.

Senior Management should hire sales managers based not on their past performance as competitive closers, but on traits such as mentoring, willingness to learn, and attributing credit to others.


What’s your most powerful sales attribute?

Authenticity — giving people the right answer, not necessarily what they want to hear; and really looking for good alignment.

Who is your sales role model?

Zig Ziglar.

What’s one book that every salesperson should read?

Who Moved My Cheese?: An Amazing Way to Deal with Change in Your Work and in Your LIfe, by Spencer Johnson, M.D.

What music is on your playlist right now?

A lot of Adele.