Implementing a Sales Methodology – Go Slow to Go Fast

Have you ever participated in or orchestrated sales training that didn’t deliver the intended result?

Almost everyone has. Yet, we continue to do the same things over and over, hoping for a different result. This is why we do things differently and recommend a unique approach for implementing a sales methodology or any type of important sales training, where you hope to improve sales results.

Introduction

In our fast-paced world of sales, the pressure to deliver quick results can be overwhelming. However, when it comes to implementing a comprehensive sales methodology through a training program like our Modern Sales Foundations (MSF) course, the adage “go slow to go fast” holds true.  

In this article, I will explain why a methodical, paced approach to training for a sales methodology implementation is not only beneficial but essential for long-term success. Success is defined as:

• Better learning 
• Improved retention
• More time to practice (develop confidence and competence)
• Higher levels of application (trying it on the job)
• Higher levels of adoption (continuing to use it)
• And, with ongoing coaching – higher levels of sales mastery, which lifts results

Our Approach

Our approach to sales training emphasizes structured, purposeful learning through a gradual process. As an example, this philosophy is reflected in our Modern Sales Foundations course, which includes 26 modules divided into four major sections:

• Core Principles (7 modules)
• Prospect Development (6 modules)
• Opportunity Management (9 modules)
• Account Management (4 modules)

While sales skills are not always neatly categorized, the content is organized this way to highlight where concepts and skills apply most often. Many things learned in one section may be applied in others. For example, the concepts in Core Principles apply everywhere. Some content in Prospect Development applies in Opportunity Management, and much of both applies in Account Development. This structure helps students understand the interconnectedness of different sales skills and how they can be applied across various scenarios.

Implementation Process

Here’s how we implement this approach: 

Manager Preparation: Managers complete a section at a time, starting with the Core Principles. This process typically takes two weeks. During this time, managers watch the two videos per module and review the materials we provide, including a Manager Support Guide. Managers then meet with us to review the concepts covered in each module and their guide, which includes instructions on leading a one-hour reinforcement meeting. These meetings involve Q&A, application exercises, and, when appropriate, practice and role-play sessions. 

Team Training: Once managers are prepared, their sales reps begin watching the modules in that section, one per week. Each module consists of two 15-minute videos and a worksheet, which takes about 15 minutes to complete in preparation for the upcoming meeting. At the end of each week, managers lead a one-hour review and practice session using their Manager Support Guide. 

Pacing and Reinforcement: After completing a section, sellers take a two-week break while managers prepare for the next section. This pause allows them to process and incorporate what they’ve learned into their daily workflow. For the managers, it provides time to focus on their own learning before supporting their team. This cycle continues until the training is complete, typically taking 34 to 35 weeks in total.

This method requires a modest time commitment each week:

• 30 minutes of video
• 15 minutes of worksheet preparation
• A one-hour team meeting led by the manager

Despite the seemingly slow pace, this approach significantly improves learning, retention, and the adoption of new skills, effectively preparing the sales force to achieve mastery over time.  

The Push for Speed

Despite the proven benefits of our method, some company leaders push for a faster implementation, believing it will yield quicker results. I understand the pressure executives and sales leaders face to perform, but this bias for action is a common misconception and can be a double-edged sword. No amount of extra heat will bake a cake faster without burning it.  

Accelerating the learning process places undue stress on managers, reduces the quality of learning, and ultimately hampers the program’s effectiveness. Managers become overwhelmed, leading to decreased satisfaction and less effective support for their teams, which can sour them on the program and negatively impact their mindset.  

Every client who has tried to speed up the process has regretted it, wishing they had followed our drip method advice. The incremental performance lift observed throughout the program, even from the first section on Core Principles, demonstrates the value of a paced approach. Concepts, skills, and results build progressively, creating a solid foundation for long-term success. Sellers don’t need to finish the entire program to see impact—another common misperception.

The Science Behind Spaced Repetition

Research supports the effectiveness of spaced repetition and the drip method in learning.?This method involves spreading out learning over time, which enhances long-term memory retention and understanding—crucial for learning complex skills such as a sales methodology. 

Studies show that learners using spaced repetition outperform those who use massed learning, or cramming, as it allows for better encoding of information into long-term memory, making recall and application more effective.

Supporting Accountability and Change Management

Our method also plays a crucial role in fostering accountability and effective change management within organizations. Here’s how: 

Manager Accountability: By requiring managers to complete each section first and lead weekly review sessions, this method ensures that managers are fully engaged and accountable for their team’s progress. This involvement not only reinforces their own understanding but also sets a strong example for their team. 

Structured Support: A clear framework for managers to follow ensures consistency and quality in the training process, helping them feel more confident and capable in their role as facilitators. 

Change Management: Implementing new sales methodologies often requires significant behavioral and cultural shifts. A paced approach allows for gradual change, giving teams time to adapt and integrate new practices into their daily routines. This reduces resistance and increases the likelihood of successful, lasting change. 

Continuous Feedback: Regular meetings and review sessions create opportunities for continuous feedback and improvement. Managers can address any challenges or questions in real-time, ensuring that the team stays on track and any issues are promptly resolved.

It Works!

This approach has delivered impressive results for many clients across various industries. Here are just three examples: 

Client A: Infrastructure & Building Materials 

• New Accounts Opened: 2.5x Increase
• By implementing our structured methodology, Client A significantly increased their market penetration, opening 2.5 times more new accounts compared to their previous approach.

Client B: Industrial Technology 

• Growth in Total Sales: 18% Increase
• Through rigorous accountability measures and refined sales processes, Client B achieved an 18% growth in total sales, demonstrating the effectiveness of our paced training approach. 

Client C: Electrical Equipment 

• Increase in Cross-Selling: 34% Increase
• Client C saw a 34% increase in cross-selling opportunities by leveraging our change management strategies, leading to enhanced customer relationships and higher sales volumes.

These outcomes highlight the tangible benefits of a methodical, paced approach to sales training. By focusing on gradual, consistent improvement, our clients have achieved significant gains in key performance areas.  

It is possible, and you can do it, too.

Closing Thoughts

In conclusion, the “go slow to go fast” approach to implementing a sales methodology is not just a preference, but a necessity for achieving lasting results. By adhering to a paced, purposeful, and structured methodology, you can ensure that managers and their teams fully absorb and apply the training, leading to sustained performance improvements.  

For company leaders considering a faster implementation, we urge you to trust the process. The incremental gains and long-term benefits far outweigh the short-term allure of speed. In the world of sales training, slow and steady truly wins the race. 

If you’d like to discuss this implementation methodology, our larger Sales Training System, or explore the Modern Sales Foundations methodology and training program, we’re here to help.

Resources

• Get the complete guide to our Sales Training System: Download the PDF now.
• Check out Sample Episodes of the Modern Sales Foundations Course.