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Sales training is essential for anyone who wants to succeed in the competitive and dynamic sales field. It is the lifeblood of any business. Without sales, there is no revenue, growth, or customer satisfaction.
However, sales aren’t just about pushing products or services to anyone who will listen. It is more about building relationships, understanding needs, and providing solutions that create value for both parties.
Developing the skills, knowledge, and mindset to help you become a confident salesperson are qualities you can instill through a sales training program.
Whether you are new to sales or an experienced professional, sales training can help you in the following ways.
- Master the art of communication, persuasion, and negotiation
- Handle objections, rejections, and complaints with grace and professionalism
- Close more deals and increase your sales performance
- Grow your network, referrals, and repeat business
- Adapt to changing customer expectations and market trends
In this article, we’ll look into the evolution of sales training, the importance of sales training programs, and case studies.
Evolution of sales training
As we roll the clock, we have witnessed a significant change in sales training mechanisms. Let’s journey through time to understand how it has changed and what the future holds.
1. The early days - product-centric approach
In the initial phase of sales training, the focus was primarily on the product. Salespeople were trained to have an in-depth understanding of the product they were selling. This included knowledge about the product’s features, benefits, and how it compared to competitors.
The idea was that a salesperson with superior product knowledge could convince customers of the product’s value and make a sale.
2. The shift - customer-centric approach
As markets became more saturated and competitive, companies realized they needed additional inputs than just a product. Getting clarity of customers was required. Thus, sales training shifted towards understanding customer needs, preferences, and pain points.
Proper training was provided to ask the right questions to uncover these needs, helping tailor sales pitches accordingly. This sales training technique is more consultative and speaks about building customer relationships.
3. The rise of technology - digital sales training
The advent of the Internet and digital technologies brought yet another shift in sales training. Traditional classroom-based training was supplemented with online courses, webinars, and virtual simulations, enhancing flexible and personalized learning experiences. If you want to delve deeper, you can check out DataCamp review for comprehensive insights into their data science courses.
Salespeople could now learn at their own pace, and companies could provide training to a geographically dispersed sales force.
4. The present - data-driven sales training
Today, sales training is becoming increasingly data-driven. Companies use AI and machine learning to help analyze vast amounts of data from various sources including CRM systems, social media, and customer feedback.
To provide personalized training and feedback, this data is largely used which identify varied patterns and trends. For example, if a salesperson struggles with closing deals, the system might suggest specific training modules based on similar successful salespeople.
5. The future - continuous learning and adaptation
The future of sales training is likely to be characterized by continuous learning and adaptation. As markets evolve, salespeople must constantly update their skills and knowledge. This might involve learning about new technologies, sales methodologies, or customer behaviors. Companies must provide ongoing training and support to help their sales teams adapt and succeed.
Different types of sales training programs
Sales training programs come in various formats, each designed to enhance specific skills. Choosing the right one depends on your team's needs, industry, and sales goals. Here are some common types of sales training programs:
1. Primary sales skill training
Every employee from the sales force needs to know the power of basic sales skills to turn potential leads into buyers. The trainees need to enhance their listening and interaction skills to grow in this profession. Sales need a lot of patience as the prospects can be rough to handle; sales training offers basic skills training.
The sales manager can concentrate on imparting proven tricks and tips, considering the recent market trends and situations. There is no certain time limit where a salesperson can be called an expert because versatility is the key to success in this ever-evolving landscape.
Hubspot Academy provides a free online sales program focusing on Inbound sales methodology and identifying potential buyers, targeting salespeople, sales managers, and inbound marketers.
2. Seller differentiation training
This is the second type of training that will motivate your employee to handle clients and questions like "how customers should go for your product?" This training has many approaches and depends entirely on the organization.
However, this training type will augment an employee's negotiation abilities. This sales training will make your employees self-reliant and will also help to sustain in a rough market.
3. Market creation training
If your organization receives huge demand, this training type is not for you. The organization with latent demand can use this training type to elevate sales and productivity.
For example, if your organization has a new commodity, you will require market creation in the sales program. The salesforce should be prepared with the basic market skills to sell the new product. The training process is not loose as there is no rule book, so the execution depends on the individual.
4. Motivation based training for crunch situation
This type of sales training program is used quite often in B2B type of markets. Here, the sales reps are provided a series of lectures to get them all pepped to go beyond the targets. Here, you can witness the use of cliche quotes to fire up the enthusiasm factor.
Quotes like “if you are not taking care of customers, your competitors will’ are commonly thrown around. The effect of such a type of training program is short-lived, and so it is strategically used to get the best out of the employees during the make-or-break situation.
5. Credibility and trust-based selling program
These types of sales training programs mainly focus on improving crucial field sales skills of the sales rep. Ensuring that the company's agents carry the company's brand with integrity while selling the products. Such training programs deal with improving the client-handling skills of sales reps.
Trying to make sure that the agents stay away from gimmicky stunts and focus on communicating the product's real value. You need to understand that, It is hard to build customer rapport, and a slight mishap can spin the trust factor for a toss.
Importance of sales training program
According to research by Sales Performance International, sales training can help scale sales performance by 20%, proving that a sales training program can come in handy to reach targets.
Considering these stats, customized sales training programs become crucial for the below-mentioned reasons:
1. Individual learning styles
Every salesperson has a unique learning style. Customized training programs can cater to these individual preferences, enhancing the learning experience and making it more effective.
2. Skill level
According to Forbes magazine, 55% of salespeople lack quality sales skills. Reducing this percentage requires a well-crafted sales training program. A customized program allows quality training to the individual’s current level, ensuring they are neither overwhelmed nor under-challenged.
3. Specific knowledge gaps
Customized training can address specific areas where a salesperson may need more knowledge or confidence. This targeted approach can lead to significant improvements in performance.
4. Relevance
Customized training can be designed to be highly relevant to the products or services the salesperson is selling and the market in which they operate. This increases the applicability of the training to the salesperson’s day-to-day work.
5. Motivation and engagement
Salespeople will likely be more engaged and motivated when the training directly relates to their needs and work. This can lead to higher retention of information and more enthusiastic participation.
6. Performance and productivity
Ultimately, customized sales training programs can improve performance and productivity, as salespeople have the skills and knowledge that directly impact their sales success.
How to evaluate sales training programs
This market is no longer a monopoly affair, and so is the case with effective sales training programs. Since it often gets a little difficult to choose the best program, organizations should gain brief insights into the budget, team length, objective, and needs before opting for one.
Here are some points that can help you know the cores to choose the best sales training program.
1. Location
Location plays a key role in selecting a corporate sales training programs. The training program is either held via a digital medium or in person. The trainer takes a few sessions to provide brief insights on sales. However, many people still prefer face-to-face training, as it becomes easier for the trainees to soak up all the suggestions. So, you need to consider the location factor at an individual sales- level to decide which medium suits your organizational needs better.
Most of the sales program training is done online, and after COVID19, online seems to be the way to go. You can choose various free and paid online sales training programs from platforms like Linkedin and Skillshare.
Companies that shift to online sales training programs recoup 30 to 70 percent on traveling.
Many companies are sticking to online classes because they can train as many people as they want in a limited time frame. You need to pay attention to the fact that In-person training is mostly restricted to 20 persons and consumes many time and resources.
Online programs: Sales Management Foundations (Linkedin), Sales Training Masterclass (Skillshare), and Sales Training: Practical Sales Techniques.
2. Size
It would be best if you choose programs that can fit into your team's routine as well as yours to avoid consequences. Sales training programs are often short, but individuals or organizations may even choose ones with a long course duration. This makes in-depth training possible.
As a thumb rule, large corporate entities would not have many problems bearing the expense of longer training for their employees. If you run large entries and feel the need to include a training program that provides complete sales training, you can choose Double-Digit Sales. Also, if you have a startup, you can choose Altisales.
3. Objective
The purpose of choosing a sales training program is integral to the appointment process. In simpler words, the objective should be questioned - does your sales team face any challenges in dealing with sales procedures? Sales training is managed by organizations in two major situations - either at the time of onboarding or for employees who fail to achieve the given targets.
For instance, if you need to streamline sales and work on business development, then for meeting such objectives, you can choose Customer Centric Selling. Several companies want their employees to learn the tactics asap. Fast learning can make your salesforce less efficient.
4. Budget
Set a budget based on your revenue goal. Critically examine whether the program's price returns at least five times its actual price (a general thumb rule). A company gains $4.53 in return for a dollar invested in the training program. The whole ROI sums up to 353%. Do not choose a program that cannot help you garner a higher return on investment.
To set the context, if you are a part of a thriving startup, then choosing a training partner like Corporate Visions will only stretch the budget even thinner. Thus, finding a training solution with a higher ROI is important.
According to an account from Bersin by Deloitte, the year over year shift in training expenses has not only recovered but also doubled up by 7% in 2006 and 15% in 2013. Small scale enterprises can also change their sales training budget as per last year's ROI.
5. Targeted audience
Ensure the training program incorporates concepts and strategies relevant to the industry, market, and position your company deals with. Extrinsic sales training will not yield positive results. One of the easiest ways to understand this is to understand the endpoints of B2B and B2C form of market operation.
In B2B form, the target audience is a business client, which in turn provides services. Now, in the case of B2C, the end recipient is the consumer itself. So, different forms of sales training are required to deal with different audiences. For a B2B form business, you can opt for IMPAX, while for B2C, you can go for Customer Centric Selling.
Some statistics to help you consider top sales training programs
- Almost 90% of the buyers say that they want the involvement of a salesman from the initial stage.
- 27% of companies do not organize any sales training programs.
- 26% of the representatives state that they are not benefited from the training program.
- The companies which have dedicated sales enablement function enhanced their training efficacy by 29%.
- More than 60% of companies accept an idiomatic approach to sales training.
- 79% of business prospects state that it is very important to have a salesman in the purchase process.
- 60% of the employees are quitting the sales department because of a bad manager.
- Only 15% of sales managers admit that their companies have provided perfect sales training.
Synopsis of data-driven sales training
Using data and analytics to inform, guide, and optimize sales training programs blends into data-driven sales training. This approach leverages various data types to gain insights into sales teams' performance, identify improvement areas, and tailor training initiatives to address specific needs.
The goal is to make sales training more targeted, efficient, and aligned with sales professionals' challenges and opportunities.
1. Training sales representatives
In a data-driven sales training approach, the sales representatives are trained to understand and interpret various performance indicators. They learn to analyze data and use it to make informed decisions, helping get clarity on sales trends, customer behavior, and market dynamics. The goal is to equip the sales reps with the skills to use data effectively in their sales strategies.
2. Understanding the customer journey
Data-driven sales training also involves a thorough understanding of the customer journey. This means analyzing data at each stage of the customer’s interaction with the company - from the first point of contact to the final purchase and beyond.
By understanding the customer’s needs and behavior at each stage, the sales team can tailor their approach to meet these needs and ultimately drive sales.
3. Evaluating the sales process
Another important aspect of data-driven sales training is evaluating the sales process itself. This involves analyzing various metrics such as sales growth, lead conversion rate, sell-through rate, and sales-per-rep. These insights can help identify strengths and weaknesses in the sales process and highlight areas for improvement.
4. Creating a playbook
Based on the insights gained from the data, a playbook is created. This strategic document outlines the sales team's best practices, techniques, and strategies. It guides the sales reps and helps implement the data-driven approach effectively.
Challenges and opportunities in sales training
As sales training becomes more prominent in today’s digital world, you will find certain obstacles. Finding quality opportunities in this journey is the way to go.
Let’s first address the challenges and then move on to the opportunities.
Challenges in sales training
Here are the challenged in sales training.
1. Time and resources
Sales training requires a significant investment of time and resources. This includes the time spent by the salespeople in training, the time spent by trainers preparing and delivering the training, and the resources needed to develop training materials and facilitate training sessions.
This can be a significant challenge for organizations with limited resources or salespeople who are already stretched thin.
2. Engagement
According to Spotio, 65% of employees feel that the learning opportunities in sales training positively impact their engagement, helping strengthen the possibility of converting leads into business.
Additionally, keeping salespeople engaged during training can take time and effort. This is especially true if the material is not directly relevant to their work or the training methods need to be more engaging. Salespeople are often motivated by results, so theoretical or not immediately applicable training may not interest them.
3. Retention
A recent survey shows 84% of sales personnel lose touch in their sales training process after 90 days. Lack of information retention is the cause of this problem. Complex sales techniques or concepts that require ongoing practice add more difficulty.
4. Individual differences
Each salesperson has unique strengths, weaknesses, and learning styles. Creating a training program that effectively caters to these differences can be challenging. It requires a deep understanding of each salesperson’s needs and the flexibility to adapt the training program accordingly.
5. Measuring effectiveness
It can take time to measure the effectiveness of sales training. Many factors, including market conditions, product quality, and customer behavior, can influence sales results. This makes it hard to isolate the impact of training and measure its effectiveness.
Opportunities in sales training
The ROI for sales training clocks to 353%, which presents a great opportunity for organizations to receive greater returns. Some of the key positives in sales training include the following:
1. Improved performance;
Effective sales training can lead to improved sales performance. By equipping salespeople with the skills and knowledge they need to succeed, training can help them close more deals, increase their sales volume, and generate more revenue for the organization.
2. Professional development
Sales training allows salespeople to develop their skills and advance their careers. By participating in training, salespeople can learn new techniques, improve their selling skills, and increase their market knowledge. Long-term commitment to implementing effective sales training programs, like workshops and seminars, helps sales teams gain a competitive advantage.
3. Increased motivation
Sales training can increase motivation by giving salespeople the tools they need to succeed. When salespeople feel confident in their abilities and equipped to meet their sales goals, they will likely be more motivated and committed to their work.
4. Adaptability
Sales training can help salespeople adapt to changes in the market or the organization’s products or services. By staying up-to-date with the latest sales techniques and market trends, salespeople can be more adaptable and responsive to changes in their selling environment.
5. Team building
Sales training can foster a sense of camaraderie among salespeople, leading to a more cohesive and effective sales team. By learning and supporting each other’s development, salespeople can build solid relationships and work together more effectively to meet their sales goals.
Reasons to implement gamification for sales training
A renowned software company, Autodesk, secured a 15% rise in conversions after successfully implementing a value-driven gamified sales training program. Considering this example, let’s delve further:
1. Promote healthy competition
Sales teams love to be competitive, both individual and interpersonal. Utilizing gamification, which includes elements of competition and rewards, aligns with the existing language that reps are familiar with.
Compass is one of the best gamified-driven SaaS platforms that incentivize sales reps to scale performance and complete a particular sales training module. This platform offers better interactivity through leaderboards, helping offer a better workplace experience.
2. Improves knowledge retention
Additional rewards, even if they are intangible, can incentivize improved listening and observation skills. When the learner is attentive, there is a higher likelihood of effectively absorbing the presented information.
3. Excellence in training
Through engaging quizzes and interactive games, gamification simplifies complex knowledge into bite-sized portions. This approach allows participants to grasp information more effectively when they are focused. Consequently, each learner is likelier to excel in training sessions and successfully complete each course.
4. Captures key KPIs
Numerous gamification systems track engagement and standard productivity metrics like completions, pass scores, and quiz results. Directly measuring the effectiveness of your training materials enables you to make informed adjustments, optimizing results for better outcomes.
Tips to incorporate top sales training program
Corporate sales is a high burnout job profile but can be tough at times due to constant failures. However, continuous effort and the right approach to training are the keys to success in the industry. The idea behind the training is to make the executives competent or socially confident to ensure empathic interaction.
This may take many new additions to the training programs, especially considering that personality development can be key. So here are some tips that can help your company grow exponentially in a limited time frame.
1. Start the training soon
After hiring, starting the sales training program saves a lot of time and money, especially if the executive is a fresher. This way, you are not risking the time when the particular salesman might not yield any results while still incurring the CTC.
You might want your employee to start contributing as early as possible, preferable right after the onboarding process. However, according to the Bridge group, in 2018, an average salesperson needed three months to perform well. Thus, training!
Improvise your training manual based on the market trends as it will help employees develop certain skills immediately after they are hired. As per the recruiting roundtable, a good onboarding strategy can elevate the sales performance by 11.53%.
2. One size does not fit all
A sales team comprises employees with unique abilities, so they don't need the same training. Some you may have a great personality but don’t have convincing skills, while others may know what to say but lag in social confidence.
Your star employees need to inculcate leadership qualities, while the other employees require listening and interaction skills. You can build a variety of modules and offer skill training based on individual ability. If you are investing in LMS, you will be allowed to stipulate learning for each individual.
3. Guiding or coaching approach
This approach is a proven practice in sales training and yields high ROI. All the leading companies spend maximum time coaching their employees to be perfect. Sales coaching and sales performance are related to each other.
However, not a lot of sales managers spend time coaching their employees. This happens because the approach is high touch, and the manager of a large team might not have the time to sit and plan the approach.
4. Soft skills are a must
Your salesmen are the first contacts a buyer has with your organization. So they are not only working on closing deals but also maintaining good relationships. A new LinkedIn study suggests that prospects and buyers get attracted to a product when the salesman understands their requirements and distinct pain points.
Good customer service is all about being pleasant and aware of the product you trade. The best sales executives listen to the customers’ problems and suggest products that are relevant to the issue. They build a relationship based on trust so that the customer sticks to the organization.
Sales training case studies
To understand the authenticity of sales training, let’s study two renowned organizations that have implemented sales training programs and found insightful results.
1. Idemitsu Lubricants America
Idemitsu Lubricants America is a global leader in lubricant manufacturing, which enhances the selling skills of technical sales professionals.
Requirement
- The company was on the hunt for a sales training solution to develop unity and a common sales language among sellers and managers.
- Keep the sales team united with a common sales process and language.
- Ensure technical experts have strategic business conversations with prospects and clients.
- Help sales managers with the tools and skills required to coach sales reps aligning with their behavior styles and individual learning.
Solution
- A customized sales training program was designed by The Brooks Group and successfully delivered to Idemitsu’s team.
- Introduced a tool called Brooks Talent Index assessments, helping the client adjust the communication style with the team members and hire the best sales talent.
Results
- Brought process and organization to the sales team, helping have efficient conversations.
- Quality yet strategic business conversations with prospects and clients.
- Helps managers tailor coaching to inspire and motivate sales teams.
- Improve team dynamics, learn soft skills, and craft a quality development path.
2. MyHealthDirect
MyHealthDirect is at the forefront of consumer healthcare access solutions, helping consumers interact better with the healthcare system. They have a team of experienced sales veterans who convert opportunities into business.
Problem
- Challenges in finding new and qualified opportunities.
- Align qualified meetings with buyers.
- Less prospecting through the phone became a major problem.
- Needing a minimum number of meetings with C-level leaders.
- Navigate through the obstacles of sales prospecting.
Solution
- A fearless prospecting sales training online course.
- The virtual sales training platform runs for 3 weeks, 30-60 minutes of learning, and a 4-week reinforcement period.
- Applied new approaches to learning and attracted results quickly.
- Virtual sales training features included real examples, live calling, and diverse class makeup.
Results
- 5x increase in meetings among C-level executives within 45 days post-training session.
- 100% new C-level meetings through phone outreach.
- 12% more meetings secured per outbound prospecting call.
- Quality improvement in meetings with decision-makers.
- Embraced assistants and gatekeepers as a quality-driven route to C-level executives.
- Increase in sales teams’ efficiency.
Conclusion
Sales training is the cornerstone for success, providing the tools and knowledge needed to navigate challenges, connect with clients, and close deals effectively. It is a growing field requiring professionals to adapt, evolve, and continually refine their skills.
Incorporating technology and personalized coaching has reshaped how we approach sales education. As we move forward, let us carry the lessons learned, leverage the latest tools and technologies, and foster a culture of continuous improvement.
