Sorry, it doesn't exist. How arrogant of me, or anyone else, to make a definitive statement that something is the “best.” Simply put, it would mean that I know every program that's available, have tried and tested them using a large sampling of attendees and then analyzed years of data and statistics. My point is when it comes to sales training you don't need to aspire to finding the “best.”
Look for other descriptions of the program that makes sense for you and is in tune with reality. It's difficult, if not nearly impossible, to attend a sales seminar, sales training or sales coaching session and expect to achieve immediate results. (Unless, of course, it's structured the way I've designed my sales seminars, training and coaching.) When you walk out of a seminar, training or coaching session you should be able to use the techniques and/or concepts you've heard.
There are no quick fixes—not even with my programs. Once you've been exposed to a concept or technique, it takes a lot of practice and thought to be able to realize results. An important item to consider is nothing in sales will work 100% of the time. When trying a new sales approach or just thinking differently about the selling process, it will take time to become modestly proficient with this new information.
Too often trainers would have you believe implementation will result in huge results. So naturally, when they don't, it might appear that this training will not yield the desired results. We all know that repetition is the key to success (sure wish I came up with that saying). Training that's simple and easy is usually effective, but only after getting comfortable with the technique or concept.
A true example I experienced was while doing a sales training for a group of mortgage loan originators. I distributed my workbooks and told the attendees to take notes directly in the book. The topic of the seminar was, “Sources of Business.” After an hour and 45 minutes I opened the floor to questions. It was refreshing to see how excited and receptive the audience became—all except for one person sitting to my immediate left. He didn't take a single note nor did he ask any questions.
Just before closing the training I asked him to give me his book for a moment. I took the book and put it in my briefcase saying, “You'll never remember any of this without notes, and I noticed you couldn't wait for this to end. Also, I'm sure you don't think any of this will produce results so I'll save this workbook for someone else.” He gave me this disinterested, “whatever” look and started to leave.
I asked him to follow me into the lobby while I implemented my technique and got a qualified lead for another attendee. I was able to accomplish this on my first attempt (obviously perfect practice does make perfect). He then offered to pay for the workbook. Sorry, that wasn't possible. To the attendee who got the lead, I gave her my standard disclaimer, “No system nor technique will work 100% of the time, but repetition will be your key to success.”
It may not be the “best” training program, but a good training program should be simply, easy and effective. A seminar attendee needs to remember that most sales training seminars are geared for an “average” comprehension level. Approach the information with an open mind. Usually, each attendee will interpret information based on a multitude of factors; experience, education, listening skills, note-taking, etc. Coaching and training, however, should be geared specifically for the individual or group's experience, background and comprehension level—all of which can be ascertained through initial analysis and discussion.
Stay away from anything, or anyone, that claims to be the “best!” A sales training seminar or coaching opportunity should focus more on content than descriptive phrases about the experience. It doesn't have to be the “best” to be effective and informative.
My mantra is the S.E.E. method—if it's simple and easy, it's usually good and effective. Theoretical information has its place and time, but selling is more about the practical aspect and mechanics of the selling discipline. With simple, easy and effective you can never go wrong.
