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Training Doesn't Work - Here's Why

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*Note: Material for this article has been drawn from the research study, Stay Ahead of a Games or Stay Still: The Impact of learning and development on business performance by Dr Janette Timms, Professor Lorrelle Frazer, Professor Scott Waeven and Associate Professor Park Thaichon pulished in Subsistence Entrepreneurship: The Interplay of Collaorative Innovation, Susstainability and Social Goals (pp.215-237) Springer International Publishing and presented at the 33rd International Society of Franchising Conference in Vienna, Austria.
*Note: Material for this article has been drawn from the research study, Stay Ahead of a Games or Stay Still: The Impact of learning and development on business performance by Dr Janette Timms, Professor Lorrelle Frazer, Professor Scott Waeven and Associate Professor Park Thaichon pulished in Subsistence Entrepreneurship: The Interplay of Collaorative Innovation, Susstainability and Social Goals (pp.215-237) Springer International Publishing and presented at the 33rd International Society of Franchising Conference in Vienna, Austria.

Training doesn’t work. As someone with decades of experience delivering training programs, I know how surprising this sounds—but hear me out. The problem isn’t with training itself; it’s how traditional approaches fail to deliver lasting results. Too often, training is seen as a quick fix—a single event meant to solve complex problems. Yet, the reality is much different. The gap between what people learn in training and what they apply in their daily work is vast. If knowledge isn’t translated into meaningful action, the results will fall short every time.


The answer here isn’t to cut back on training, but to change our mindset. Forget training. It doesn’t work. Learning and lasting behaviour change is what is needed. Training is what the trainer delivers. Learning is what the training participant receives. Training without learning is useless and learning without transfer of learned behaviours to on-the-job action is a failure.


The solution lies in rethinking how we approach learning and ensuring that every step is designed to bridge the gap between knowledge and implementation.


Let’s explore why the traditional mindset about training is flawed and how a new perspective can turn your learning initiatives into powerful drivers of action and lasting change. Stay tuned—because the secret to success isn’t in training itself but in what happens after the training ends.

To understand why training often falls short, we need to look at the gap between learning and doing, a challenge most programs fail to address.


Read on to access the following topics:




The Reality of Training Failure


Training is often touted as the key to improved performance, but the data tells a different story. Research shows that 40% of learners never implement what they’ve learned, 70% stop applying it within a year, and 50% of training investments fail to achieve meaningful results. These numbers reveal a harsh reality: businesses are investing in training programs that don’t deliver.


Why Does Training Fail?

The reasons behind this failure are deeply rooted in how traditional training is designed and delivered. Too often, training programs focus on delivering knowledge without considering how that knowledge will be applied in the real world.

This is why these programs fail:

  • Lack of Practical Application: Training often emphasises theoretical knowledge, leaving participants without the tools or confidence to apply it. It’s like handing someone a map without teaching them how to navigate—they know the destination but struggle to get there.

  • Insufficient Follow-Up and Reinforcement: Learning isn’t a one-and-done process. Without follow-up and reinforcement, even the best training content fades quickly and old habits resurface. It’s no surprise 40% of learners never transfer the training into action and that within 12 months, 70% of learners stop applying what they’ve been taught. Ongoing support and reinforcement are critical to maintaining momentum and turning learnings into habits.

  • Poor Alignment with Real-World Needs: Cookie-cutter training programs often miss the mark because they fail to align with the unique challenges learners face in their day-to-day roles. For franchise networks, where every location has different dynamics and priorities, this disconnect can be particularly damaging and when learners can’t see how the training relates to their day-to-day work, engagement and motivation suffer. Training must resonate with participants and feel directly relevant to their unique goals and challenges.

The Bottom Line

Addressing these pitfalls requires more than a surface-level tweak—it demands a mindset shift. We must transform training from a one-off event into a catalyst for meaningful, lasting change. Training needs to focus not just on delivering knowledge but on driving action that when applied, will get results. That’s where strategies like the WICKAM framework come into play, ensuring training is practical, relevant, and results driven.

The reality is clear: without the right approach, training is an expensive exercise in futility. But with strategies like WICKAM, training can become the engine of meaningful, sustainable growth.


Knowledge vs. Action: The Real Source of Power

You’ve probably heard the saying, 'Knowledge is Power.' But in reality, power comes not from knowledge alone, but from action and implementation.


The gap between learning and doing is where many training programs fall short. Learners might leave a session full of new information, but without the tools or guidance to implement it, that knowledge quickly fades. It’s not the knowledge itself that drives results; it’s the ability to apply it in the real world.


Think about it: A manual on building a rocket won’t send you to the moon unless you take action. The same applies to training—action and implementation are the fuel that turns knowledge into results.


Bridging the gap between knowledge and action requires a proven framework, and that’s where WICKAM comes in.


WICKAM: The Solution to Effective Learning

WICKAM is a framework designed to transform training from a one-off event into a strategic process that delivers real-world results.

WICKAM is an acronym that represents the essential ingredients for successful building of Learning and Development (L&D) programs. It’s not just a framework; it’s a structured, evidence-based approach that ensures training delivers measurable value, promotes engagement, and fosters lasting behaviour change.


What sets WICKAM apart is its focus on closing the gap between learning and doing. Training shouldn’t just provide knowledge; it should empower learners to implement that knowledge effectively in their day-to-day work. Too often, training programs fail because they lack this actionable focus, leaving participants with insights they can’t fully apply.


Franchise systems that adopt WICKAM understand that training success requires more than ticking boxes or delivering generic content. It’s about creating programs that align with organisational goals, actively engage participants, bridge the gap between theory and practice, and focus on long-term outcomes with measurable results. The WICKAM framework is built on years of research and practice, designed to address the most common pitfalls of traditional training. By integrating its principles, you can make the shift from reactive, one-size-fits-all programs to strategic initiatives that deliver lasting value.


Let’s explore the six steps of WICHAM and how they work together to create impactful, results-driven learning experiences. This is where the transformation begins.


Breaking Down the WICKAM Acronym

Here’s how each component of WICKAM works to drive effective learning:


Worthwhile: Ensuring Training Delivers Measurable Value Training must deliver measurable value to the organisation and its participants. Without clear objectives and alignment to business goals, training risks becoming a costly exercise with little to show for it.


Interactive: Engage Learners for Better Learning Retention Engagement is key. Interactive training methods—such as role-playing, group discussions, and hands-on exercises—ensure learners retain and apply what they’ve learned.


Convenient: Learning That Fits into Busy Schedules Learning should be practical and accessible. This means tailoring training to fit seamlessly into busy schedules and making sure content incorporates integrated learning principles that blend a variety of flexible formats like eLearning, group coaching one to one mentoring, virtual or face to face workshops, conferences and knowledge sharing forums.


Know-How: Transferring Knowledge into Practical Application The focus isn’t just on what learners know but on how effectively they can recall, share, and apply their know-how in real-world scenarios. Training must emphasise the transfer of knowledge so that participants can confidently use their newly acquired skills in practical situations. The ultimate goal is for learners to become capable of teaching and applying their know-how, creating a ripple effect of learning and improvement across the network.


Assessed: Evaluating Learning to Ensure Progress Regular assessments—both during and after training—help evaluate whether the knowledge and skills are being effectively absorbed and utilised.


Measured: Tracking Long-Term Impact and ROI Long-term success requires tracking the outcomes of training. Metrics like performance improvement, business results, and ROI provide clear evidence of the program’s impact.


Why WICKAM Works

Traditional training programs often fail because they lack focus on implementation, engagement, and measurable results. WICKAM directly tackles these challenges with a structured approach that ensures learning is actionable, relevant, and impactful. Here’s how WICKAM tackles the most common pitfalls:


1. Turning Knowledge into Action

One of the biggest issues with traditional training is that it ends with knowledge transfer, leaving participants without the tools or motivation to apply what they’ve learned. WICKAM bridges this gap by prioritising practical, real-world application. Each element of WICKAM is designed to ensure that learners leave not just with ideas but with a clear plan for how to implement them.


2. Engaging Learners for Maximum Learning Retention

Passive, lecture-style training fails to hold attention or drive learning retention. WICKAM emphasises interactive, hands-on learning experiences that actively engage participants. This keeps learners motivated, helps them retain knowledge, and encourages them to put it into practice.


3. Aligning Training with Business Goals

Traditional training often lacks alignment with business objectives, making it difficult to demonstrate ROI. WICKAM ensures that learning programs are tailored to the franchisors strategic goals as well as the goals of the individual participants, so the impact is both measurable and meaningful.


4. Sustaining Results Over Time

One-off training sessions rarely lead to lasting change. WICKAM incorporates follow-up coaching, assessment, and measurement to reinforce learning and sustain results over the long term. This ensures that training doesn’t just deliver short-term benefits but contributes to continuous improvement and growth.

 

Success Story 1: PACK & SEND—Transforming B2B Sales Culture

The Challenge

Pack & Send, a subsidiary of MBE Global with over 170 franchise outlets, faced a critical challenge: inconsistent B2B sales performance across the network. Franchisees were entrenched in a reactive, customer service-oriented approach rather than embracing proactive, solution-driven selling.

Compounding this issue was a reluctance among franchisees to engage in external selling, driven by a lack of confidence and a fear of rejection. Many leads received no follow-up, with conversion rates falling below 12%. Additionally, franchisees struggled to articulate how Pack & Send’s services solved customer problems and created opportunities, highlighting knowledge gaps in their selling approach.


Steps Taken to Address the Problem

To address these challenges, Pack & Send partnered with Jan Timms of Get Smart Services to design and implement a tailored B2B Sales Learning and Development program built on the WICKAM framework.


  1. Identifying Key Behaviours for Success

    The program began by analysing high-performing franchisees to identify the behaviours and practices driving their success. These “star behaviours” were codified to provide a roadmap for the rest of the network.

  2. Building Confidence and Overcoming Reluctance

    Franchisees engaged in hands-on workshops designed to address their fears of rejection and reluctance to sell. By practicing real-world scenarios through role-playing and interactive activities, they gained the confidence to approach clients and nurture leads.

  3. Filling Knowledge Gaps and Improving Articulation

    Customised training content addressed the knowledge gaps around Pack & Send’s value proposition. Franchisees learned how to clearly articulate how their services solved specific customer problems and created opportunities for B2B clients.

  4. Establishing a Lead Generation and Conversion System

    A structured system for generating and nurturing leads was introduced, enabling franchisees to create warm leads and convert them into qualified prospects consistently.


The Results

The program’s impact was transformational:


  • Double-Digit Growth: Many franchisees experienced double-digit annual growth in B2B sales revenue and profitability.

  • Improved Customer Retention: Franchisees retained and maximised key accounts, building stronger client relationships and securing recurring business.

  • A Shift to a Proactive Sales Culture: The franchise network adopted a B2B sales mindset, transitioning from reactive service to proactive, solution-based selling.

As Raj Chandiok, Vice President of Network Sales and Operations, stated:“The program has seen excellent uptake, with over 80 franchise partners already part of this journey. The results speak for themselves—franchisees are growing their businesses, retaining key accounts, and confidently navigating the B2B sales landscape.”

 

Success Story 2: Worldwide… more than just print—Driving Consistency Across the Network

The Challenge

Worldwide... more than just print, a mid-sized franchise network in Australia, struggled with inconsistent performance and standards across its network. Each franchise operated differently, creating inefficiencies, inconsistent customer experiences, and a lack of standardised processes.

Their operations manual was outdated and irrelevant, offering little guidance for franchisees. Generic training programs failed to address specific challenges, leaving franchisees ill-equipped to improve proactive selling, customer service, and operational consistency—essential for maintaining growth in a competitive industry.


The Steps Taken to Address the Problem

WPS partnered with Jan Timms of Get Smart Services to overhaul its L&D approach, leveraging the principles of WICKAM to drive results.


  1. Equipping Field Support Managers with Coaching Skills

    Worldwide started by training their state support managers to become effective coaches, mentors, and resources for franchisees. This enhanced the support system, ensuring franchisees received guidance tailored to their unique challenges.

  2. Implementing Continuous Business Improvement Practices

    Customised training sessions were introduced, focusing on critical skill gaps such as proactive selling techniques and exceptional customer service. Flexible delivery methods, such as early morning in-centre sessions, minimised business disruption while maximising engagement.

  3. Revamping the Operations Manual

    Worldwide completely revamped its operations manual, turning it into a dynamic, living resource. The updated manual provided clear, actionable guidance that aligned with training content, ensuring franchisees could standardise processes and deliver consistent customer experiences.

  4. Standardising Processes Across the Network

    Worldwide implemented standard operating procedures and skill requirements across the network. They evaluated and addressed individual skill gaps, ensuring a tailored approach for each franchisee.

The Results

Worldwide three-part strategy delivered measurable success:

  • Sales Growth: Franchisees experienced significant sales increases, the most outstanding being one location reporting a 42.3% growth rate after implementing exceptional customer service standards.

  • Employee Empowerment: Franchise teams became more confident and motivated, leading to higher satisfaction, productivity, and retention.

  • Operational Consistency: Standardised processes ensured a unified customer experience and greater efficiency across the network.

  • Proven ROI: Franchisees reported improved quote-to-job conversion rates, higher average invoice values, and more jobs completed per month.


As Rob Dallimore, Managing Director of WPS, explained:“Sales growth went up because the owners implemented what they had learned.”


Ready to Transform Your Training with WICKAM?

Don’t wait to transform your learning and development programs—start your journey to impactful results today. Whether you start with the book, a free strategy call, or our coaching program, the tools to create impactful, results-driven programs are at your fingertips. Here’s how:

Buy the Book & Access the Free Resources

Grab a copy of The Ultimate Franchising Success Formula to dive deeper into the WICKAM framework and other proven strategies for franchising success. Plus, when you purchase the book, you’ll gain exclusive access to the Free Resources Vault—packed with tools, templates, and guides to help you apply these concepts to your business.



Book a Free Strategy Call

Every franchise system is unique, and so are its challenges. Let’s discuss your specific priorities and identify actionable steps to overcome your hurdles. Book a free, no-obligation strategy call to explore how WICKAM can be tailored to your goals.



Join the FIVE Magic F's Coaching & Mentoring Program Transform your franchise network into a high-performing, unified, and scalable ecosystem with the FIVE Magic F's for Franchising Success. This program is carefully designed with the principles of WICKAM to ensure every aspect delivers value and impact.


Worthwhile: The program delivers measurable value aligned with your specific goals, making every moment of your participation count.

Interactive: Learn through engaging methods such as activity workbooks, simulation exercises, the Success Formula Community group, live coaching sessions, and one-on-one mentoring.


Convenient: Designed to fit seamlessly into your busy schedule, the program offers flexibility to ensure it works for you.


Know-How: Gain practical tools and techniques that empower you to not only apply your knowledge but also transfer it effectively to your franchise team for action and growth.


Assessed: Forget formal tests—your progress is evaluated through real-world accomplishments you identify as priorities for your network.


Measured: Every step you take includes built-in mechanisms to track and measure the outcomes of your efforts, giving you clear evidence of your success.





The path to creating impactful training and driving franchise success starts here. Whether you choose to read the book, join the coachingand mentoring program, or explore your unique challenges on a strategy call, the tools you need to transform your L&D function are within reach.

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