A great training day feels like progress. Energy is high, the feedback forms glow, and two weeks later the team is selling exactly as it did before. That isn't a training problem. It's what happens when nothing after the session reinforces the new behaviour.
The gap between knowing and doing
Sellers don't struggle because they lack information. They struggle because the old habit is faster, safer and already wired in. New behaviour needs repetition in real deals, with someone paying attention.
- Pick one behaviour per quarter, not five.
- Make managers practise it themselves before they coach it.
- Use live deals as the material rather than role plays invented for the session.
- Give feedback on the behaviour, not the outcome, so people can act on it.
Managers are the delivery mechanism for training. If they aren't bought in, nothing survives the week.
Build it into what already exists
You don't need a new coaching programme. You need your existing one-to-ones, pipeline reviews and call reviews to consistently look for the same handful of things. Repetition in the meetings people already attend beats a beautifully designed process nobody has time for.