Webinar Recording: Why Behaviour Change Fails—and What to Do About It

Sales organisations have never invested more in training, tools, and enablement—yet consistent behaviour change remains elusive. Teams generate more data than ever, and sales leaders gain more insight—but they still can’t translate that insight into consistent action in the field. The result: well-intentioned efforts, inconsistent execution and uneven results.

Behaviour change breaks down when organisations treat training as an initiative, delay reinforcement, deliver inconsistent coaching, and fail to embed learning in daily work. Without a system that connects learning, application, reinforcement, and sustainment, sellers revert to old habits and performance gains fade.

In this 30-minute webinar, Richardson experts Amy Smalfus and Lauren Graves examine why behaviour change fails and provide a clear roadmap on what to do about it. Drawing on decades of experience and proven sales methodologies, they share a practical, system-based approach grounded in behavioural science. They also explore how AI-enabled orchestration connects data, learning, coaching, and reinforcement to drive consistent behaviour change across teams and sustain it over time at scale.

Watch to learn how to move beyond episodic training and build a system that sustains behaviour change over time—and ties it directly to measurable performance outcomes.