New worksite salespeople who get formal sales training sell far more products than those who don’t.[@@]

Colonial Supplemental Insurance Company, Columbus, S.C., has come to that conclusion in an analysis of the results of its 2-year-old Colonial College training program.

Graduates of the training program are more than twice as likely to continue being successful at selling worksite products a year later compared with new salespeople who didn’t attend the college, Colonial says.

The company defines a salesperson’s success in terms of meeting sales goals, says Cherie Tibbetts, Colonial’s vice president of recruiting, sales education and management development.

“After they attend the college, they open an average of 3 accounts with an average of 100 individual worksite applications, vs. 1 account with an average of 10 applications for someone who doesn’t attend,” Tibbetts says.

The business that program graduates write also stays on the books longer, Tibbetts adds.

Colonial College, which opened Jan. 1, 2003, operates at Colonial’s headquarters and at 50 training sites across the country.

Colonial is a unit of UnumProvident Corp., Chattanooga, Tenn.