The Power of Repetition: How Many Role Plays Does it Take to Master a Sales Skill?

Welcome to the blog, where we delve deeper into the topics discussed on the Thoughts on Selling podcast. In our latest episode, 8. Let's build muscle memory in sales! Dr. Stefanie Boyer shares her research and recommendations!, we spoke with Dr. Stefanie Boyer about the crucial role of repetition in sales training. Dr. Boyer's research sheds light on how many role-playing exercises are truly needed to develop mastery of sales skills. This blog post expands on those insights, exploring why traditional sales training often falls short and what steps you can take to maximize your team's learning potential.

Introduction: The Overlooked Key to Sales Mastery

In the world of sales, we often hear about strategies, techniques, and the latest tools. However, one fundamental aspect is frequently overlooked: repetition. Sales mastery isn't just about knowing what to say; it's about internalizing those skills to the point where they become second nature. Think of it as building muscle memory, similar to how a musician practices scales or an athlete trains their body. But how much repetition is enough? This is where Dr. Stefanie Boyer's research offers invaluable insights.

The Research: Dr. Boyer's Findings on Repetition in Sales Training

Dr. Boyer's work highlights a critical gap in current sales training methodologies. Her research suggests that a salesperson needs to engage in at least 30 role-playing exercises to truly master a specific selling skill. Yes, you read that right—30! This number may seem high, especially when many sales teams only conduct one or two role-plays a month. Dr. Boyer's findings indicate that fewer repetitions can actually decrease skill levels temporarily. This counterintuitive finding underscores the importance of consistent and deliberate practice to solidify learning and achieve genuine sales proficiency.

Why Traditional Sales Training Falls Short

Traditional sales training often involves lengthy presentations, detailed content modules, and review tests designed to assess knowledge retention. While this approach can be useful for imparting information, it frequently fails to translate into actual on-the-job performance. One major reason for this failure is the lack of practical application and personalized feedback. Salespeople attend training sessions, absorb information, and take tests, but they rarely have the opportunity to practice and refine their skills in a safe and supportive environment. This lack of practical application prevents them from internalizing the material and developing the necessary muscle memory to excel in real-world sales scenarios.

Adult Learning vs. Child Learning: The Bicycle Analogy

To understand why repetition is so critical, let's consider the analogy of learning to ride a bicycle. A child doesn't learn to ride a bike by reading a manual or watching a PowerPoint presentation. Instead, they learn through a hands-on approach that involves observation, experimentation, and immediate feedback. Initially, the child watches others ride, then receives guidance to understand balance. Feedback is immediate. The child might try a few pedal strokes with help, gaining confidence and refining their technique along the way. Adult learning isn't that different. We just don't want people going too far without coaching and feedback, or "incorrect" muscle memory and learning is planted along with everything else (and then must be unlearned.)

The Danger of 'Incorrect' Muscle Memory

One of the biggest risks of inadequate repetition is the development of "incorrect" muscle memory. If a salesperson practices a technique incorrectly or receives insufficient feedback, they may inadvertently reinforce bad habits. These incorrect behaviors can be difficult to unlearn and can hinder their performance in actual sales situations. This is why consistent, high-quality feedback is essential during role-playing exercises. Sales managers and trainers should provide specific, actionable advice to help salespeople refine their techniques and avoid reinforcing ineffective habits. When incorrect muscle memory becomes ingrained, it requires additional effort to correct, making the initial investment in thorough training even more crucial.

The Importance of Investing in Salespeople

Salespeople are the primary point of contact between a company and its prospects. They are the face of the organization and play a critical role in driving revenue and building customer relationships. Yet, all too often, their success is left to chance. Investing in comprehensive sales training programs is not merely an expense; it's a strategic investment in the future of the company. By providing salespeople with the necessary skills, knowledge, and practice opportunities, companies can significantly improve their sales performance and achieve sustainable growth. This investment should include not only initial training but also ongoing coaching, mentoring, and opportunities for continuous professional development. When salespeople feel valued and supported, they are more likely to be engaged, motivated, and successful.

A Century-Old Insight: James Knox's 'The Science and Art of Selling'

The importance of structured sales training is not a new concept. As James Knox pointed out in his book, The Science and Art of Selling, published in 1921, the sales process should be approached with a scientific rigor. Knox emphasized the need for salespeople to understand the principles of persuasion, communication, and human psychology. While technology and sales techniques have evolved significantly since Knox's time, the fundamental principles of effective selling remain the same. Sales training should be grounded in solid research, tailored to the specific needs of the sales team, and continuously refined based on feedback and performance data. By integrating the science of sales with the art of building relationships, companies can create a powerful sales force that drives results.

RNMKRS: Revolutionizing Sales Training with AI

One innovative approach to addressing the challenges of traditional sales training is the use of AI-powered training platforms like RNMKRS, co-founded by Dr. Stefanie Boyer. RNMKRS uses AI to provide unbiased sales training to students and professionals worldwide. The platform simulates realistic sales scenarios, provides personalized feedback, and tracks performance metrics, allowing salespeople to practice and refine their skills in a safe and engaging environment. By leveraging AI, RNMKRS can deliver consistent, scalable, and data-driven sales training that overcomes many of the limitations of traditional methods. This technology empowers salespeople to receive immediate feedback, identify areas for improvement, and develop the necessary muscle memory to excel in real-world sales interactions.

Stefanie Boyer's Books: Practical Guides for Sales Success

Dr. Stefanie Boyer has also co-authored several books that offer practical guidance for sales professionals and organizations. Her book, 9 Ways to Develop Highly Effective Salespeople, provides actionable strategies for improving sales performance and building a high-performing sales team. Additionally, she is also co-author of The Little Black Book of Social Media, which focuses on building an online brand using social media platforms. These books offer valuable insights and tools for salespeople looking to enhance their skills and stay ahead in today's rapidly evolving sales landscape. By combining her research findings with real-world experience, Dr. Boyer provides a comprehensive approach to sales training and development that can benefit individuals and organizations alike.

Key Takeaways: Executive Alignment, Safe Environment, and Support

Based on our conversation with Dr. Boyer and her extensive research, there are several key takeaways to consider when implementing or improving your sales training programs:

Executive Alignment

Executive alignment is crucial for the success of any sales training initiative. Sales leaders must be fully committed to the training program and actively support its implementation. This includes allocating sufficient resources, setting clear goals and expectations, and holding salespeople accountable for their performance. Without executive buy-in, sales training efforts are unlikely to produce the desired results.

Safe Environment

Creating a safe environment is essential for effective learning. Salespeople need to feel comfortable taking risks, making mistakes, and experimenting with new techniques without fear of judgment or criticism. This can be achieved by fostering a culture of trust, open communication, and constructive feedback. When salespeople feel safe to learn and grow, they are more likely to engage fully in the training process and achieve better results.

Support

Providing ongoing support is critical for reinforcing learning and ensuring that salespeople can apply their new skills in real-world situations. This support can take many forms, including coaching, mentoring, peer-to-peer learning, and access to resources and tools. When salespeople feel supported, they are more likely to stay motivated, confident, and successful.

Conclusion: The Power of Repetition for Sales Mastery

In conclusion, Dr. Stefanie Boyer's research underscores the critical role of repetition in sales training. To truly master a sales skill, salespeople need to engage in at least 30 role-playing exercises. This level of repetition helps to build muscle memory, solidify learning, and prevent the development of incorrect habits. Traditional sales training often falls short by focusing too heavily on knowledge transfer and neglecting practical application and personalized feedback. By creating a safe and supportive learning environment, investing in AI-powered training platforms like RNMKRS, and providing ongoing coaching and mentoring, companies can empower their salespeople to achieve sales mastery and drive sustainable growth. Remember to listen to the full conversation with Dr. Stefanie Boyer on our podcast, 8. Let's build muscle memory in sales! Dr. Stefanie Boyer shares her research and recommendations!, to gain even more insights into the power of repetition in sales training.