Doqaru Limited, a leading sales enablement consultancy based in Aberdeen, has recently unveiled its highly anticipated second annual research report titled "The State of Sales Skills in UK SMEs." The report sheds light on a concerning trend: 8 out of 10 SMEs in the UK lack a budget for sales training, and those typically allocate a meagre £1,000 each year.
Dublin-based sales education expert Alan Maguire, Founder of Entrepreneurial Sales Institute (ESI), offered valuable insights, highlighting the reasons behind this reluctance to invest in sales training.
"I'm struck by the strategic solution of hiring from within an organisation and from personal networks. There is a global shortage of sales talent, so more customers are addressing this by transferring people internally. These individuals still need development. Yet, it often proves to be a better solution than venturing into the open market. Hiring from personal networks makes sense. However, the report validly states that this method diminishes an already limited talent pool," expressed Maguire.
The report underscores the issue of high staff attrition in sales teams, which typically ranges from two to three times the norm seen in other business functions. It emphasises the need to offer credible career development to keep sales talent. Interestingly, the report also highlights that balancing sales productivity with providing training can be challenging. Even so, advancements in real-time learning and on-the-job application make training salespeople more possible while they actively engage in their roles.
The report presents thought-provoking statistics related to the tenure of salespeople and sales training budgets. It reveals that the average term of a salesperson is a mere 18 months to 3 years, while the average sales cycle spans 1 to 3 years. These figures raise concerns about the potential need for longevity in sales relationships. Offering professional development to salespeople is a pivotal solution to reduce attrition and ultimately improve sales performance. But many firms spend as little as £1,000, or even less, for sales development. This bias is not observed in other business functions, such as engineering, accounting, or HR, where continuous professional development opportunities are provided.
Maguire concludes by posing an important question: "So, why not sales?"
Doqaru's second annual research report provides critical insights into the state of sales skills within UK SMEs, highlighting the urgent need for organisations to prioritise sales skills development. By investing in their sales teams, businesses can overcome talent shortages, reduce attrition, and drive sales growth.
To access the full report and delve deeper into the challenges and opportunities facing the sales industry in the UK, click here or contact info@doqaru.com.