According to LinkedIn Learning’s “2018 Workplace Learning Report,” 94% of employees would stay with their employers longer if they invested in their careers. However, many managers struggle to provide the training and coaching employees are hungry for.

Take sales, for example. With rapidly changing and competitive markets, sales teams spread across time zones and the heavy burden of administrative tasks, sales leaders say it’s tough to prioritize coaching and training and give them the time they deserve.

Traditional Technology and Methods Hold Sales Teams Back

Adding to the challenge, most companies use outdated methods to enable their sales teams. For example, they might rely on email to keep sales teams connected, limiting managers’ opportunities to offer rich, real-time, nuanced feedback. They may also hold costly in-person meetings for annual training and product launches, a practice that is hard to scale for growing teams. Add to this issue the fact that most companies have a complex and evolving portfolio of products and skills, so training sellers should be a continuous process that happens throughout the year. Additionally, employees forget much of what they learn through traditional training methods without practice, coaching and reinforcement.

To effectively address the needs of modern sales teams, sales managers need more sophisticated tools and technologies that enable them to train and coach at scale, while enabling sellers to continuously learn wherever they are.

Scalable Digital Training Can Help

In-person training and coaching isn’t always easy, cost-effective or personalized when sales teams are spread across offices. Digitizing sales content, training and best practice information is a great start, but many sales teams lack the technology to do so effectively or at scale.

Critical training materials might be stored on the sales manager’s computer, informally distributed among team members or housed in a static document management system. These traditional approaches make it difficult to access, update and share information on demand and in real time.

To successfully share information at scale, organizations should centralize content in a digital hub that reps can access at any time. This approach reduces the need for expensive in-person meetings and makes it easier to keep reps up to date, because they can update resources in the centralized hub at any time.

Why Personalization Is Key

Infrequent, one-size-fits-all training isn’t very effective at improving sales performance. Training and coaching need to be available wherever, whenever and however is best for each seller, customized to his or her needs and learning preferences.

The cost of practicing on a customer or prospect can be immense in terms of lost opportunities. With the right technology, sales reps no longer have to fake it till they make it when courting new prospects. Instead, they can receive the personalized training and coaching they need, at the moment they need it, to close deals more quickly.

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