Articles, Sales training

Here's a question: If we are really honest with ourselves, how much do we retain from new knowledge that we have just learned?

You or your company invest in growing you—and that is great. But we all know what happens. Your notes from the learning session sit on your laptop or on a shelf in your office, gathering dust.  This is why coaching is a must—it reinforces learning and ensures application.

If I were to ask you, "What did you have for supper last week Tuesday?" who would be able to remember that? It's difficult.

And now you're asking me if I remember what I learned a month ago? Probably not.

The Forgetting Curve: A Frightening Reality

Interestingly, looking at the forgetting curve—which shows that our memory retention declines over time without reinforcement—supports this theory. This is why environments that support learning are so critical.

Within one hour of you learning a concept in any sort of training intervention, you can lose up to 50% of what you just learned.

That is frightening.

Let's break it down. For example, you have attended a one-day training session. After that day:

• Within one hour: You forget up to 50% of the knowledge you just learned

• Within 24 hours: You have forgotten an average of 70% of the new information

• After one month: You will forget up to 90% of the information

This means the average learner retains only 10% of new information learned.

Scary, isn't it?

How to Combat the Forgetting Curve

Here's how we can combat this from happening: by using spaced repetition and active recall.

What do we mean by this?

By revisiting information at strategic intervals, you can significantly improve your learning retention and make knowledge a lasting part of your mental toolkit.

So what would this look like?

Within one hour of that one-day training you received, if you revisited the information in any way—such as a knowledge test, watching a video on the points learned, or having a discussion with others to solidify what you have learned—this would reduce the amount that you have forgotten.

By revisiting the information learned on a regular basis, one can retain up to 90% after a month instead of the 10% with no revisiting.

8 Tips to Enhance Long-Term Retention

Making your learning last involves a combination of effective strategies and consistent practices. Here are some tips to enhance your long-term retention.

1. Active Recall

Test yourself regularly on the material you've learned to strengthen your recall of the information.

Action Step: After every training session or learning moment, close your notes and write down everything you remember. Then check what you missed.

2. Interleaved Practice

Mix different topics or subjects during your study sessions. This will improve your cognitive flexibility and your attention.

Action Step: Instead of focusing on one topic for hours, switch between related topics. This forces your brain to work harder—and remember more.

3. Elaboration

Explain concepts in your own words and relate them to what you already know to deepen understanding.

Action Step: After learning something new, explain it to yourself out loud. If you can't explain it simply, you don't understand it well enough.

4. Memory Aids

Use memory aids like acronyms, visual imagery, or rhymes to help remember complex information.

Action Step: Create a memorable acronym or visual for key concepts you want to remember.

5. Teaching Others

Teaching what you've learned to someone else reinforces your own understanding and the memory of it. This is one of the reasons coaching is so powerful—it benefits both the coach and the learner.

Action Step: Share what you've learned with a colleague. Explain it in your own words. Answer their questions.

6. Healthy Lifestyle

Maintain a healthy diet, regular exercise, and adequate sleep to support your brain function and memory.

Action Step: Prioritise sleep, move your body regularly, and fuel your brain with good nutrition.

7. Mindfulness and Focus

Practise mindfulness to improve concentration and reduce stress, which can enhance learning and retention.

Action Step: Before a learning session, take a few minutes to centre yourself. Remove distractions. Be fully present.

8. Consistent Review

Regularly revisit and review the material to keep it fresh in your memory.

Action Step: Schedule regular review sessions—weekly, monthly, quarterly—to revisit key concepts and skills.

Applying This to Sales

For sales professionals, learning and retention are critical. You're constantly learning new products, new techniques, new market insights. But if you're only retaining 10% of what you learn, you're leaving enormous potential untapped.

Here's how to apply these strategies in your sales career:

After every training session: Do a quick review within an hour. Test yourself. Discuss with colleagues.

Before every client meeting: Review your key messages and techniques. Refresh your memory on the client's needs and history. This is a key part of planning for each sales meeting.

After every client interaction: Reflect on what worked and what didn't. What can you learn? What will you do differently next time?

On an ongoing basis: Read, listen, and learn. But more importantly, apply what you learn. Practice. Teach others. Review regularly.

The Role of Environment

Remember, learning doesn't happen in isolation. As we explored in a previous article, environments shape behaviour.

If your workplace doesn't support learning—if there's no time to review, no opportunity to practice, no reinforcement from managers—then even the best learning strategies will struggle.

Creating a learning culture requires:

• Time for reflection and review

• Opportunities to practice and apply

• Coaching and feedback from managers

• Recognition for learning and growth

Questions to Ask Yourself

Take a moment to reflect:

• How much of your last training session do you actually remember?

• Are you revisiting and reviewing what you learn?

• Are you testing yourself regularly?

• Are you teaching others what you've learned?

• Are you prioritising sleep, exercise, and healthy habits?

• What's your learning path look like?

Conclusion

In summary, any new information learned—we can lose up to 90% if we don't revisit and remember to apply a combination of the effective strategies to enhance your retention.

Learning is a journey where every step matters.

While we may not retain every detail, the essence of knowledge shapes our understanding and fuels our growth.

Remember: It's the process of learning and the curiosity it sparks that truly enriches us.

So the next time you attend a training session, don't just take notes and file them away. Review them. Test yourself. Teach someone else. Apply what you've learned.

Because knowledge isn't power until it's applied. And every time you apply it—even when you fail—you're turning setbacks into learning moments.

Related Articles:

• Why Coaching Is a Must: Unlocking Potential and Driving Sales Performance – Coaching isn't a luxury—it's a must. Discover how coaching drives performance and revenue.

• The Confidence Crisis in the South African Workplace – Training alone doesn't change behaviour—environments do. Learn how leaders can create supportive environments.

• Curiosity Is the Engine of Growth – Discover why curious salespeople ask better questions and drive growth.

• Sales Planning Mistakes Salespeople Make & How to Avoid Them (Part 2) – Avoid the most common planning mistakes—from not planning meetings to neglecting your pipeline.

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About Mercuri International

Mercuri International are the sales training experts. Operating in over 50 countries, we tailor our training around your specific needs, and our experts on the ground are there to help you implement them in the real world. Together, we'll release the potential of the talent inside your company to help you grow and thrive.

Our cutting-edge training and coaching blend digital and physical learning formats to hone and develop the sales skills that transform your results.

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