A sales leader says, “We need training on objections.” The default response is, “I’ll get it scheduled.” The better response is, “What problem are we solving, and how will we know?”

Training can tell you who completed a course and passed a quiz, but it hasn’t always been able to show whether sellers became better at the skills they need in the field. As a result, organizations can end up investing in well-reviewed training without knowing whether it changed performance.

Bob Sanders, CEO of Axiom Sales Kinetics, has spent 30 years on both sides of that conversation. In this interactive session, he’ll separate the two problems sales training is often asked to solve:  sellers who don’t know and sellers who aren’t yet proficient. He’ll also explore how AI-guided coaching can help managers identify and develop these factors at scale, speaking candidly about where AI can build seller competency and where it may weaken it. You’ll leave with a practical approach for defining the problem before scheduling training, and knowing whether it actually worked.

This interactive session will provide easy-to-understand insights on:

• How to tell a knowledge problem from a proficiency problem before investing in training
• The four-step development loop (learn, practice, apply, evaluate) and where most programs stop
• How AI can make sales proficiency visible and measurable as an early indicator of performance
• How to respond when a sales leader asks for “training on ___,” and how to turn the request into a better conversation about the problem to solve

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Speaker

Bob Sanders, CEO, Axiom Sales Kinetics Bob Sanders is CEO of Axiom Sales Kinetics and a co-author of the Axiom sales methodology, a complete framework for how sellers engage buyers and managers coach them. A reformed sales training executive, he has spent 30 years on both sides of the training investment: selling it, delivering it and answering for what it changed. He has worked with sales teams at AT&T, Verizon Wireless, Thryv and CommScope, where a complete methodology, adopted and coached, lifted revenue per rep. His work now centers on one question: how to see, skill by skill, whether sellers actually got better, so training leaders can define the problem before they buy and know afterward whether it was solved. Through Axiom’s Kinetics platform and its purpose-built AI, he and his team have made selling proficiency observable and measurable in the flow of real selling. He speaks and writes on proficiency, coaching and AI in seller development. He holds a marketing degree from Miami University and lives in Dallas.