RE-AIR: Why Traditional Sales Training No Longer Works: Insights from Graham Hawkins, founder SalesTribe

This episode originally aired on April 22nd, 2024

In this episode of Sales [UN]Training, host Kelly Riggs talks with Graham Hawkins, founder of SalesTribe, about why traditional sales training often misses the mark. Hawkins explains how his extensive research into modern buyer behavior revealed that most sales training programs are outdated and ineffective. He highlights the need for a shift toward microlearning and continuous development, rather than the conventional one-size-fits-all approaches. According to Hawkins, sales training must evolve to meet the changing expectations of today’s buyers, who are more informed and prefer to bypass salespeople when they don't add value.

The conversation also focuses on the importance of sales leaders moving from a directive style to a coaching approach. Hawkins shares his experience working with organizations to map the buyer’s journey and tailor sales strategies accordingly. By focusing on delivering value at every touchpoint, sales teams can create better outcomes and lasting relationships with their customers. This episode challenges listeners to rethink traditional methods and embrace more customer-centric strategies that align with modern sales dynamics.

Key topics discussed:

• The Ineffectiveness of Traditional Sales Training and Why It Fails
• The Changing Role of Buyer Behavior and Its Impact on Salespeople
• The Shift from Product-Centric to Customer-Centric Sales Approaches
• The Importance of Microlearning for Modern Sales Teams
• Why Coaching Is Essential for Driving Long-Term Sales Success

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Kelly Riggs is an author, speaker, and business consultant for executives and companies throughout the United States and Canada. He has written two books: 1-on-1 Management: What Every Great Manager Knows That You Don’t and Quit Whining and Start SELLING! A Step-by-Step Guide to a Hall of Fame Career in Sales. 

Get more Kelly: www.BizLockerRoom.com. 

Widely recognized as a powerful speaker and performance coach in the areas of sales, management leadership, and strategic planning, Kelly is a former sales executive, a two-time national Salesperson-of-the-Year, a business owner, and a member of the Forbes’ Coaches Council since 2019. 

Music and Editing by Pod About It Productions @dougbranson