Let’s pretend you wanted to get better at golf so you hired a golf instructor. However, instead of you swinging the club, your time was spent taking notes and watching the instructor hit balls on the practice range. Imagine hiring someone to help you get better at golf but they never actually watched how you swing a club.
How could they know whether I was putting into practice what I was learning?
How could they know the mistakes I was making that I was not aware of?
How could they know the information I was giving back to them is accurate?
Unfortunately, this is what most sales training looks like today.
Without reinforcement, practice, observation, repetition, any type of training is bound to fail. Often times too much focus is spent on what to do and very little on how to do it.