What's brown and sticky?
Mar 26, 2026
What’s brown and sticky?
A stick
What’s orange and sticky?
Proper sales training
A programme designed to drive results
Because so much sales training fails for a simple reason
It teaches information without implementation
People sit in a room nodding away and agreeing with everything
Nothing changes
Behaviour doesn’t shift in isolation
It shifts in context
The best way to make that happen is to make it about real opportunities
That’s where learning sticks
When training is connected to live work, something changes
The right selling structure helps make that happen.
Like the VALUE Framework
🔸 Validate = right opportunities
Select and work on deals that matter. Not hypothetical scenarios
🔸 Align = right research
Apply learning to real customer context, not generic examples
🔸 Leverage = right conversations
Practice where it counts. In meetings that move things forward
🔸 Underpin = right solutions
Link what’s learned to actual proposals and decision support
🔸 Evolve = right outcomes
Customer results. Their success is your success
Training shouldn’t sit outside the day to day work
It should run through it
When it does, it sticks
And when it sticks, it pays for itself
That's why it can be guaranteed
Is your sales training real?
Are you ready to increase your sales?
The Collaborative Selling Scorecard has been designed to show sales professionals their blind spots and provide instant, actionable steps on how to improve
It’s free and only takes 5 minutes
