Independent research confirms that as little as 13% of what is learned in a training or development programme is retained and used three months later. In fact, development investment in organisations is, frankly, quite often a waste of resources.

All the senior Directors of Brilliant Selling have been on the receiving end of both indifferent and excellent sales training during their business careers. They have built effective teams and delivered outstanding results but were unable to make tangible links between these successes and what had been learnt on training courses. When speaking to other business leaders it became clear that these views were commonplace.

So what are the contributors to this lack of effectiveness in linking training to improved performance? Some of the factors are:

• Lack of commitment from key stakeholders
• No distinct link between development and real firm goals
• Lack of understanding of how to develop people from the organisation
• Little or no commitment from senior managers to ongoing support and development
• A mistaken belief that development doesn’t have to be part of a planned programme of learning
• Lack of belief or cynicism from senior management that training really could make a difference
• Sales professionals need a different skill set and approach when working on management, leadership and business development issues
• Training does not address the limiting beliefs that hold people back: no amount of skills training will be effective without the individual believing they can implement the tools effectively.

Perhaps training, in isolation, wasn’t that effective. Worse than that - organisations had been investing in training and development that could show no return on investment. Investment in other areas of business needs to be transparent in terms of a return so why should training of a business’s most expensive resource be any different?

The Directors of Brilliant Selling decided that this represented an opportunity to make a real difference. Brilliant Selling is committed to linking training to real business goals, and ensuring clear measures are in place right from the start to evaluate return on expectation and investment. They want to be judged by a tangible return to the firm.

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