The Dynamic Sales Educator

The Gold Standard in Sales CPD

Colin Mackenzie, Alexander Bauer, Guy Lloyd

• Publisher: Sunlabs Corporation
• Year: 2026
• Topic: Business
• eBook ISBN:
  9781068172458
• Subtopic: Digital Marketing
• Index: Business

Is your sales training just a costly day out? You know the drill. You invest in a brilliant training course. The room is buzzing, the feedback is glowing. Fast forward a month, and nothing has changed. Old habits creep back, the new manuals gather dust, and that promising boost in performance never quite materialises. It's frustrating, it's wasteful, and it's a problem every sales leader faces. The truth is, a standalone training event was never designed to work on its own. Recommended Reading by the Institute of Sales proefessionals, This book Introducies the proper fix: a system that makes learning stick. In The Dynamic Sales Educator, Dr Colin Mackenzie delivers the practical, no nonsense solution. Built on solid research and real world experience, this book introduces the Training, Mentoring & Coaching (TMC) Cycle – a complete framework for building a sales team that actually grows from its development. This isn't a book about sales tricks. It's a manual for building a smarter sales organisation. You'll discover how to: Plug the leaks in your training budget. Learn how structured mentoring and coaching stops knowledge draining away, protecting your investment. Turn theory into daily practice. Bridge the awkward gap between the classroom and the client's office, building real confidence and skill. Install a perpetual learning culture. Move from occasional courses to a continuous cycle of professional development that adapts as your business changes. Diagnose problems precisely. Work out if your team needs new knowledge, guided practice, or deeper coaching, and apply the right remedy every time. Prove the value with hard numbers. Build a compelling business case that shows the return in faster onboarding, higher win rates, and better staff retention. Packed with clear actions for leaders, managers, and trainers, this is the definitive guide for anyone serious about sales performance. It gives you the templates, the conversation scripts, and the step by step plans to build a team that doesn't just attend training, but absorbs it, uses it, and improves with it. Stop hoping for the best. Start building a sales team that's equipped for the long haul. Ideal for readers who value practical strategy over empty jargon. Read it now as part of your Perlego subscription.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Foreword
• Preface
• Acknowledgments
• Chapter 1: The Learning and Development Landscape: The Limits of Isolated Training
• Chapter 1: Takeaways
• Chapter 2: The TMC Cycle: Building Capability That Lasts
• Chapter 2 Takeaways
• Chapter 3: The Science of Learning: Why the TMC Cycle Works
• Chapter 3: Takeaways
• Chapter 4: The Foundational Imperative: A Structured Educational Journey
• Chapter 4: Takeaways
• Chapter 5: The Mentoring Bridge: From Classroom Theory to the Real World
• Chapter 5 takeaways
• Chapter 6: Building Your Mentoring Team: How to Create Guides, Not Just Heroes
• Chapter 6: Takeaways
• Chapter 7: The Coaching Crucible: Forging Self-Sufficient Excellence
• Chapter 7: Takeaways
• Chapter 8: The Perpetual Cycle: Restarting, Deepening and Making Learning Permanent
• Chapter 8: Takeaways
• Chapter 9: The Diagnostic Engine: Using the Cycle to Find the Gap
• Chapter 9: Takeaways
• Chapter 10: The Dynamic Roadmap: Clear Takeaways for Each Key Player
• Chapter 10: Takeaways
• Chapter 11:The Real Conversation
• Chapter 11: Takeaways
• Chapter 12: The Business Case: Measuring the Return
• Chapter 12: Takeaways
• Chapter 13: The Work That Works
• Chapter 13 Takeaways
• Appendix A
• Building Your Evidence: A twelve month plan
• Your Monday Morning Job (15 mins) – VISUAL & KINAESTHETIC
• Appendix B
• Appendix C: The Mentors Mantra
• Appendix D: Sales Educator's Guide to Implementing the Mastery Cycle & Coaching Ecosystem
• The Case for Tiered Coaching (20 mins)
• Selecting Your External Partner & Internal Coaches (25 mins)
• Appendix E: Detailed Guide for the Sales Educator: Implementing the Mentoring Programme
• Appendix F: The 90 Day Evidence Plan
• Appendix G: The One-Page Business Case
• Designing a Mastery Cycle Sprint (30 mins)
• The One-Page Business Case