The Cost of Training That Doesn’t Stick

Companies spend hundreds of thousands on sales training and see performance rise briefly before it levels off again.

New skills are forgotten, behaviors regress, and performance returns to its starting point. Reps fall back into old patterns. Managers stop coaching. Leaders restart the cycle every 18–24 months, spending more each time to recover lost progress.

This guide explains what happens when training ends at the workshop stage. You’ll see the data behind skill decay, the ROI of continuous reinforcement, and how to build a system that keeps improvement alive long after the session ends.