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Is Sales Training Worth the Investment?

By Jim Cranston

A veteran sales trainer was trying to convince a room full of sales professionals to simply keep an open mind. Glancing at the class and back to the flip chart, he tapped his finger on the hand-written third circle and explained: 'This is where ' you don't know what you don't know!' After explaining the first two circles that represented information that 'you know you know,' and 'you know you don't know,' I had to reflect on this profound concept for a moment. And of course ' he was right! The danger zone is clearly the outer circle where one doesn't even recognize the need for knowledge or information.

In the past, young lawyers learned the art of rainmaking on the heels of mentoring partners, both formally and informally. But times have changed. A more competitive legal market, combined with demanding clients, has caused the mentoring partner to focus on more immediate priorities. With no formal education in how to build a practice, obtain new clients or cross-sell services, most young lawyers are inadequately equipped to succeed in today's challenging legal market. But is sales training really the answer? Aren't most professionals smart enough to figure it out on their own?

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