Why Most Sales Training Fails Engineering Teams (And What Actually Works)

Episode notes

If you would like to assess how your sales approach aligns with today's buying environment, you can take the free Collaborative Selling Scorecard: In this episode, Fred explores a frustration shared by many engineering and technical businesses: You've invested in sales training. The team enjoyed it. The ideas made sense. But six months later… very little has actually changed. Fred explains why the problem is rarely the quality of the training itself. More often, it's the gap between understanding new ideas and applying them in real sales situations. In this episode: Why good sales training often fails to create lasting behaviour change The difference between understanding and application Why engineers naturally revert to technical expertise under pressure How deeply embedded habits influence sales conversations Why classroom learning rarely survives real customer situations on its own The importance of connecting learning to live opportunities How practical application turns knowledge into lasting behaviour Key Insight Most sales training doesn't fail because the content is poor.

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