I will confess that I have done Workshops and/or Keynote-style training, even though these can provide some small amount of education, they can’t compare to real training.
These one-and done trainings tend to create a short burst or energy, Like sugar and caffeine that wakes you up and ending with a crash. Know this, the odds of the audience being able execute something after studying the content exactly once are fairly low.
Ask yourself: How do sales leaders ensure their training actually sticks and drives revenue over the training?
The Limits of One-Off Workshops
In the typical event-based training model the trainer flies in for two days, one for dinner, and the second day is to train the sales force. They leave their binder behind—as they are not going to see their client again.
Why these fail:
Low retention after 30 days: no one can capture everything, learn, and have retrieval.
No reinforcement or accountability: Too many sales leaders avoid being in the room with their sales teams, making it all but certain that the sales managers have no idea what their team was doing and how they should give them what they need to improve their results.
No alignment with company strategy: No strategy, no tactics, and no accountability.
Why Licensing Solves These Problems
There are much better ways to train your sales force than the way a lot of others do. For example, we have 40 hours of B2B sales training in video-on-demand.
We have found that 25 minute courses, and a demand that their team practice for two weeks, can make a change to their behavioral patterns.
You are better off giving organizations ongoing access to proven methodologies, frameworks, and other resources that can support the training over time.
There is a better way to training a sales force. The value of an embedded system and your trainers, instead outside interventions.
Licensing a training program allows:
- Continuous reinforcement—Necessary for Up-skilling sales reps.
- Scalability across teams and geographies—no matter where you are
- Alignment with leadership strategy and culture.
The Economics of Licensing for Sales Leaders
Workshop = generally upfront expense, no long-term ROI.
Licensing = a lower cost per salesperson, long-term adoption, compounding results.
Higher win rates—due to have the time to be trained to the practice that reinforces.
Measurable ROI across years, not days . . .
How Licensing Elevates Sales Managers
When you license a methodology, you empower your sales managers to step into their real role: as a trainer and/or coache. Instead of relying on an outsider to parachute in a few times a year, you build a culture of development inside your own walls.
Your managers have the tools to reinforce the frameworks in every pipeline review, every deal strategy session, and every team meeting. That’s how you build consistency, discipline, and results that don’t fade after a workshop.
The Future of Sales Training
Your buyers have changed. They’re more sophisticated, more informed, and less tolerant of outdated approaches. That means sales training must change too. The future isn’t in one-time events—it’s in ecosystems that live inside your organization. Licensing gives you a system that scales, sustains, and evolves with your team. It’s how the best sales organizations will train and compete in the next decade.
If you’re still buying workshops, you’re solving the wrong problem. What you need is a system your team can live in and grow with. Licensing is the modern alternative. If you’re serious about equipping your managers and your sales force to win more consistently, it’s time to explore how my licensed methodology can help you do exactly that.
