Training that Works: Value Selling with Julie Thomas

In this “Training That Works” episode, host Rustin Schroeder interviews Julie Thomas about why corporate training often fails and how to fix it. Julie shares her journey from sales leader to accidental entrepreneur, which shaped her belief that effective training must be treated as change management. She emphasizes that training needs to be relevant and personalized so participants can envision using the skills in real-life situations. Julie explains that what happens before and after a training session is just as important as the session itself. She shares a personal story of a failed class to highlight the importance of preparation, role modeling, and measuring outcomes. The episode also explores the pros and cons of virtual versus in-person training, and why leadership involvement is essential for success. Julie wraps up by emphasizing that value-based selling is about building authentic relationships, not just closing deals.