June 2026
Why Credit Union Sales Training Fails (And What Member-Focused Teams Need Instead)
Credit union staff resist sales training because most of it asks them to be something they are not. The problem is not the mission. It is the method.
Jeff May
Co-Founder and CEO, Wavelength Labs
Spent twenty-five years on the buying side of corporate training before co-founding Wavelength Labs.
Jeff May is Co-Founder and CEO of Wavelength Labs. He spent twenty-five years as an operator, which mostly means he approved a lot of training budgets and then watched the results disappear. Most recently he was Chief Marketing and Chief Information Officer at Cadence Education, where he helped grow the business from 180 locations to more than 325. He sat through enough vendor debriefs to know the pattern by heart. Teams left energized. A few weeks later the skills were gone.
That experience is why Wavelength Labs exists. His focus is the part most vendors skip: what happens after the workshop ends, and whether anyone can prove the money changed anything.
At Wavelength Labs he leads strategy, brand and the technology behind the practice and measurement systems. His subject is the business case for training that sticks, and why buying another program is rarely the answer.
Areas of focus
Training ROI and measurementLearning and development strategySales enablement technologySkill assessment design
Learn more about Wavelength Labs and the rest of the team.
Connect with Jeff on LinkedIn.
Articles by Jeff May
May 2026
How to Prove Training Worked (Not Just That People Liked It)
60% of executives rank ROI measurement as their top priority for training investments. Most L&D teams still measure satisfaction. Here's how to close that gap.
April 2026
Why Your Training Budget Isn't the Problem (Your Sustainment Strategy Is)
Organizations keep buying new training programs when the real issue is that nothing from the last five stuck. The budget is fine. The follow-through is missing.
March 2026
Why Sales Training Doesn't Stick (And the Science Behind Fixing It)
Most sales training fails because it relies on a one-time event without structured reinforcement. Here's what the research says, and what actually works.
March 2026
How to Measure Sales Training ROI
To measure sales training ROI, you need a pre-training baseline and a post-training reassessment using the same instrument. Here's how to move beyond smile surveys.
March 2026
How AI Role-Play Is Changing Sales Training
AI sales role-play is a training method where salespeople practice realistic buyer conversations with an AI that adapts its responses and provides immediate feedback.
Ready to make your training stick?
