While distributors say they value ongoing training, it tends to get pushed to the back burner because of lack of accountability, according to Debbie Paul of Real Results Marketing in How to Overcome Training Challenges.

The results of a recent Real Results Marketing survey revealed that many distributors provided a focused amount of training when a salesperson was hired, but after three to six months, training simply stopped. Without formal measurement and accountability, employees will usually elect to perform their normal job duties rather than undertake additional training.

If it’s not driven internally, ongoing training is minimal. Therefore, training needs to be a core part of the company’s strategy, and employees should have incentives to take time for additional training.

Tracking ongoing training through formal training paths encourages learning, as well as increases retention, bringing value to both employees and the company.

Read more about why training needs to be viewed as an important aspect of every sales job in How to Overcome Training Challenges.