Learning That Sticks · 5 min read
From sales methodology to sales behaviour: closing the gap
A methodology only adds value when it changes the conversations sellers have and the questions managers ask.
Organisations invest in a methodology, train everyone and add fields to the CRM. Months later the fields are completed, but conversations with customers look much the same. The methodology has become administration.
Translate the framework into moments
For each element, describe what a seller would actually say or do in a customer conversation. ‘Identify pain’ becomes specific questions sellers practise.
Practise the conversation, not the definitions
Sellers rarely struggle to define the framework. They struggle to ask the difficult question in the moment. Training time should go there.
Change the manager’s questions
If deal reviews ask about the framework with curiosity — what evidence do we have, what is missing — sellers will start preparing for those questions.
Measure behaviour
Look for evidence in call recordings, opportunity notes and deal reviews. These tell you more about adoption than completion rates.