In 2006 I discovered the practice of Fractional Sales Management before it became an emerging…
When you do a book study with your sales team you get a low cost, high return way to bring education and training to your team. Let me share some of the benefits of why I use book studies more than any other sales training.
First, everyone is learning together when you do a book study with your sales team. If you send your team to an off-site training, they come back with more energy. There is more interaction and reinforcement for the team. A book study does the same thing. You’re learning and discussing together.
Secondly, the learning is spaced. You don’t only read and discuss the book in one week. You read it chapter by chapter, week by week, so you’re all learning over time. It has been proven that spaced learning has a higher retention rate and there are two reasons why. You reinforce a little bit of what you learned before, and then you learn a little more.
Discussion time during the book study allows for you and the sales team to take the learning and apply it to your company’s sales process. Consequently, there’s more buy-in and you get use out of the material. What happens when your sales team applies the material? They will be increasing learning and they will deliver results. You will be able to measure the effectiveness of what you’re teaching with actual sales.
Learn New Terminology
When your team is studying a new book, they will learn new terminology and when they do that, it causes reinforcement of the material. When your team uses terms that the author has used, they will reflect back and the concepts will quickly come to mind.
7 Tips to Get Started
I have more teaching on my blog, “High Return, Low Cost Sales Training” if you’d like to explore this topic further, but I’ll go ahead and give you 7 tips to do a book study with your sales team.
- Read the book first before you introduce it to your sales team. You want to make sure that it is a book that you want your team to study.
- Stay one week ahead in your reading. You want to be familiar with any topics that need to be reinforced.
- Jot down points that you feel are important. You want your team to guide the learning process, but sometimes there are topics you don’t want them to miss.
- Engage everyone in conversation.
- Have the sales team apply the teaching and use it in their weekly sales approaches.
- Every week reinforce what was learned previously.
- Learn and teach some more.