Hello Shahed:
First off, it's nice to hear from you and thanks for your question.
I could not imagine being put through a training program, spending a full 30 days, from 9-5, learning sales skills. What is even more frightening is that you don't see good sales skills in the incumbents after this length of time!
I understand that IT is difficult for some people, but from your comment, I understand that all these incumbents had IT backgrounds, so let's assume that they've spent two weeks learning changes in the IT world which they now represent, and two weeks learning most, if not all, of the sales techniques ever taught!
Shahed, I think you can have a short training program on etiquette and customer approach--and I would bet that they would welcome the change and the distraction!
Let me share with you that in all the training studies I've seen, the highest level of retention of both technique and specific sales skills was acquired in a staggered training environment; in this scenario, you would train one week, then have them off two weeks to demonstrate the technique that has been learned, and have them work with a senior staffer that acts as a mentor; have them train for another week, then another two-four weeks off, then a training week, etc. In this way, you lengthen the training program out to 3-6 months, but the retention of the material learned tests out at least 60% higher and the techniques employed generally generate between 38 and 47% more in sales achieved per incumbent!
You don't mention the average sale to be achieved by these incumbents, but, let's just look at one example--if they are selling hardware, and the average sale is, say, $5K--all they have to do is one additional sale by using the skills they have learned, been mentored in, and demonstrated in an ongoing manner, and the additional time in training has more than paid for itself.
I'm a strong believer in being able to generate ROI for training efforts expended. Many will argue that point with me, and say that training is a pure science and should not be subject to ROI, but if I am able to show a client how he/she receives a higher level Return on Investment, I am much more likely to achieve buy-in on recommended programs, don't you think?
There is an old saying that the mind can only absorb as much as the seat of the pants can withstand. When we exceed those limits, we are not only NOT teaching additional skills and helping our employees find knowledge and additional personal and professional growth and opportunity, but we are actually being counter-productive in our training, and wasting money that could otherwise go to more profitable pursuits.
I hope that is helpful to you, Shahed. Let me know if I can assist you further, and please write back and let me know how your short training program is received.
All the best.
Alan Guinn