The Dynamic Sales Educator

The Dynamic Sales Educator

The Training, Mentoring & Coaching Cycle for a Dynamic Sales Organisation

This book had its origins over 30 years ago, when I attended my first sales training and enjoyed it so much that I persuaded the trainer to work for me. I learned there was a world that I did not understand despite being in sales since I was 18. I have worked as a consultant in many areas of business, however, rarely have I come across businesses thinking deeply about their sales teams, except in targets, commission and often the wrong KPIs. Even larger concerns often see the sales department as a 'black art'. It is not.

Research undertaken by me and Dr Alexander Bauer suggests many professional salespeople do not have the same opportunities in continuing professional development (CPD) as their non-sales colleagues. I have seen first-hand how sales training can be effective, but only if there is some form of sustained support.

The aim of this book is to support the sales profession by elevating the role of sales training to sales education. It is built upon the Mackenzie-Bauer Training, Mentoring and Coaching (TMC) Cycle, which is based on teaching methods and established sales training and an output of our peer-reviewed research. The TMC Cycle is unique in its deliberate sequencing of Mentoring before Coaching to ensure practical application precedes self-discovery.

This book is designed to inspire commercial leaders to understand what resources are required to support their sales teams. We also wish to give Sales Trainers, Learning and Development professionals, People Departments, and Sales Managers a guide to lifting the occasional sales talk/training session into a focused sales education role.