Same with salespeople. Now for the rest of us. But there are strategies and methods to the training process that will make it succeed. Having never given the program before, I had to document some universal, corporate and self-training rules based on my experience. But don't think these are just company-based responsibilities.
Training is also a personal responsibility.
Hire smart people. It's impossible to train an unhappy person. Hire happy people. Be one notch better than they are at all times, or else there will be no respect. Don't tell salespeople what to do, show them what to do.