You’ve Got the Skills. Do You Have the Story?

By Tim Riesterer, Chief Strategy Officer

January 7, 2016


When companies dedicate serious budget to skills training, sales leaders seriously expect to see high adoption, behavior changes and revenue impact.

In other words, they’re banking on their new skills making the most profound selling impact possible. But how do you actually ensure that happens? What’s the secret?

As it turns out, getting the most out of your skills training may depend on having a differentiated, content-driven story behind it.

In other words, real, customer-facing messaging and content assets that are aligned to the skills your reps are being trained on, so they can actually have a real-world conversation the day after they leave the room.

Screen Shot 2016-01-07 at 9.45.03 AMAn analysis by Beyond ROI, a company that measures the effectiveness of skills training, found that training is enhanced in terms of adoption and impact when you embed an actual selling story into your skills training program, as opposed to relying on hypothetical situations constructed in the workshop, or using generic or even tailored case studies.

Just what kind of impact can an actual, concrete message have on skills delivery?

Beyond ROI, examining companies who combined Corporate Visions’ skills training and story development, found that such companies reported:

  • 75 percent larger progressed opportunities, compared to companies who just experienced skills training.
  • A 5-10 percent increase in adoption levels of the new skills just by adding story content to the training, compared to companies who only completed skills training.

So, not only does this combination produce greater impact on business results, it also ensures more salespeople are using the skills they were trained on. And, by training reps on messaging in addition to skills, you ensure that your customers hear a consistent story across the field, and from lead to pipeline to close.

Consistency. Adoption. Results. For marketers and sales leaders, what could be more powerful than that?

To hear how we’ve helped companies like you transform their customer conversations, check out the work we’ve done here.