Creating a Winning Sales Training Program – 5 Aspects to Consider

Creating a Winning Sales Training Program - 5 Aspects to Consider

It is no exaggeration to say that the quality of sales training can make or break an organization. Good training enables your sales staff to “handle” customers effectively, thereby increasing your revenues.But, what does it take to deliver sales training that is highly successful? Well, you need to focus on 5 important aspects. Let us see what they are and how they help.

1. Delivery of training at regular intervals

Our ability to retain information is limited. Therefore, proper reinforcement of learning plays a key role in the effective use of knowledge gained. Good organizations understand this, and they train their sales staff members well and train them often. A study by the market research firm Aberdeen reveals that well-performing firms are 22% more likely to conduct refresher training programs than others, at least once a quarter. The study also shows that sales teams implementing post-training reinforcement see 20% more reps achieving quota.

2. Creation of effective conversations with the customer

Frankly speaking, today’s customers do not need your sales people to know the features of your products. They can look up to the Internet and get all the information they need. Research shows that 60% of customers make a decision to buy or not even before meeting a salesperson. But, there is one thing the Internet cannot do – build a personal rapport with the customer. And, this is where good sales people make all the difference.It is very important to have “intelligent” conversations with the customer, and for this, a sales rep needs to move beyond a generic sales pitch. The sales rep needs to be aware of a buyer’s specific needs.

3. Development of a process to guide sales activities and training on it

Studies by Aberdeen show that successful organizations deploy a formal sales process. This goes a long way in guiding the sales initiatives of the firms and helps maximize their bottom-line revenues and business growth. The studies also reveal that proper coaching on this process enables firms to reap huge benefits.

4. Abilities to up sell and cross sell

It is well-known that effective up selling and cross selling can contribute substantially to the revenues of an organization. The research report Grab the Low-Hanging Fruit: How Best-in-Class Companies Leverage a 360-Degree Customer View states that best-in-class firms are 44% more likely than others to train their sales staff to up and cross sell. It also explains how these firms train their sales staff to “harness the full buying potential” of existing customers.

5. Analysis of the sales training initiative’s efficacy

It is essential for companies to measure the effectiveness of their sales training programs. The report You Win Some, You Lose Some: How Best-in-Class Sales Leaders Learn as They Go, reveals that best-performing organizations conduct detailed analyses of their sales training programs and identify their mistakes, and this helps them impart training better.


It is important to conduct training frequently, at least once a quarter. Good sales education programs pave the way for effective customer conversations and help up and cross sell. Developing a sales process and imparting training on it enables you to maximize revenues. Lastly, you need to analyze the sales training effort to identify the shortcomings and develop better programs.

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