Study: Only One-Third Of Sales Trainers See Their Training Program As Effective

brainshark logoAccording to recent survey from Brainshark, roughly one third (32%) of sales trainers describe their organization’s current sales training programs as “effective.”

The study, consisting of responses from 162 sales training professionals from companies of various sizes and industries, shows that nearly half of training professionals (48%) say their organization’s sales training content isn’t engaging enough to work. Also, 25% say the materials created don’t match the sales teams’ needs.

“Engaging, timely content that is accessible when needed is vital to sales training and overall sales success,” said Brainshark CEO Joe Gustafson. “The survey results highlight a great opportunity for organizations to meet this need — with stimulating sales content that’s both easy to access and consume. For organizations, this often means taking advantage of rapid content authoring and updating capabilities and ensuring just-in-time training delivery — to make sure that training works and sticks, and help reps be better prepared to close more deals.”

The study highlights other challenges companies face when creating effective sales training content, including:

  • 50% state that process is too time-consuming;
  • 31% state that it’s too expensive to create the content they need; and
  • 15% say the content is obsolete by/before the time of delivery.


Lack of engagement between the trainer and trainee is also cited as a major factor in how effective sales training is. In fact, 67% of sales reps said they would rather deal with spilling coffee on their work clothes than deal with an unenthusiastic trainer — while 64% stated they would rather sit in traffic.


Click here for a copy of the research.