Nailing your sales training strategy — along with its best practices — is the cornerstone for growth and competitiveness in the marketplace.
Yet, a gap exists. A lot of organizations still aren’t hitting the mark with their sales performance. Why?
Well, the misstep often lies in their training approach. They rely on intermittent sales training sessions without a comprehensive plan in place.
For real transformation to happen, there needs to be a deliberate, systematic shift in their training approach.
Especially as the world is leaning towards hybrid working, and online sales training is stealing the spotlight.
In this article, we’ll dive into the benefits of sales training — and how a well-thought-out, precise execution can send your sales figures skyrocketing.
Disclaimer: The information below is accurate as of May 1st, 2024.
What is sales team training?
Sales team training is a structured program designed to empower sales reps, with the necessary knowledge, sales skills, and strategies they need to perform their roles successfully.
For example, in a sports team, each player brings unique strengths but works in harmony towards the same goal: to win. The same applies to a sales organization.
Every sales rep — whether a new sales rep or an experienced hand — works together to elevate sales and win on their sales calls while mastering the intricacies of cold calling and deal closures.
Sales training isn’t just about product knowledge. It’s like a sales coaching session behind the scenes.
It delves deep into the art and science of selling, equipping every team member to have actionable and impactful conversations with customers.
Plus, the best sales training doesn’t just end with individual brilliance; it focuses on fostering teamwork which is beneficial to every organization. After all, there’s no “I” in “team”, right?
Sales managers also play a pivotal role in leading this training. Their experience — combined with in-person sessions and role-playing exercises — can provide new hires with a clear understanding of the company’s sales methods.
So now that we’ve unpacked what sales team training is about, let’s explore the benefits that await when you train your sales team.
What are the benefits of training your sales team?
In this ever-evolving business landscape, one constant remains: the need for a well-trained sales team.
That’s why e-learning platforms have become invaluable resources for sales team members. They help offer a wide variety of sales training courses that cater to different levels of expertise.
But beyond the basic ‘whys’ and ‘hows’, what tangible benefits does sales training bring?
Increased productivity
According to research, the best sales training will improve the performance of an individual on average by 20 percent.
And what about sales reps who have tasted success and learned to transform pain points into lessons? They’re hungry for more, constantly chasing that next big win. In the world of sales, that drive is golden.
It’s like a snowball effect; success breeds more success.
On the flip side, a discouraged employee might retreat, losing potential deals on sales calls.
Boost in revenue
When you have a sales force skilled in effective selling techniques, you realize it’s not just about making sales — it’s about making them faster and in larger volumes.
They are aware of the best strategies to sell the company’s offerings, leading to more frequent sales. Equipping them with the best sales process insights helps them navigate the sales funnel with ease.
Now, zoom out and look at the bigger picture: with each successful sale, there’s an upward tick in the company’s profits. Over time, these ticks add up, propelling your business’s bottom line to greater heights.
According to TaskDrive, organizations that dedicate resources to sales training outperform their competitors in sales effectiveness by a notable 57 percent.
In other words, training isn’t an expense; it’s an investment with substantial returns.
Stronger organization
Effective sales training steers clear of the “every man for himself” approach. Instead, it underscores the value of unity, fostering a climate where team members understand that their successes and setbacks are collective.
And according to Salesforce, 81 percent of sales reps say team selling helps them close more deals.
With the right sales training, the sales team doesn’t just function as a collection of individuals. They also transform into a singular, formidable unit, all rowing in the same direction, sharing the same motivations and aspirations.
Their teamwork amplifies their individual strengths, driving overall sales and boosting your sales organization’s stature.
Understanding the extensive benefits of sales training sets the stage, and using a powerful LMS like Docebo unlocks opportunities for scalable, accessible learning — which we’ll explore later.
Now, let’s dive deeper into the best sales training practices to follow.
Sales training — 7 best practices to follow
The success of a sales team hinges not just on inherent talent but also on the quality and consistency of training.
Such training is essential in honing skills, perfecting strategies, and nurturing collaboration.
But what sets apart the best sales training programs from the rest?
1. Have a long-term approach
Research shows that 50 percent of what’s learned in training programs is forgotten in less than five weeks, and 84 percent is lost after 90 days.
So, to help your sales team retain more knowledge, it is essential to move away from inconsistent training methods and embrace a more structured, long-term approach.
This approach includes regular follow-up sessions and assessments to gauge the progress of sales team members and ensure that the training process is on track.
You also want to visualize the vast landscape of skills your team should harness over years, not months.
Therefore, the next time you ponder your training strategy, think about continuity.
2. Make sales enablement a priority
Sales training shouldn’t be just a crash course in product features but also an immersive guide on full salesmanship — from perfecting that persuasive pitch to lead nurturing and prioritization.
Your sales reps should be familiar with the company’s sales playbook and be equipped with new skills and messaging tactics that resonate with potential clients.
An LMS platform like Docebo can help to shift this paradigm. For example, Docebo equips sales leaders and teams with hyper-personalized experiences and ensures your sales reps can sharpen their skills on demand—whether in between meetings or during a coffee break.
For Learning A-Z, Docebo significantly transformed the company’s approach to sales training. With Docebo, they could ensure that their sales teams and other departments were actively participating in and benefiting from the training programs.
3. Make sales training part of the onboarding process
According to research, it takes a new sales rep at least three months to ramp up to their maximum output. But wait, there’s a beacon of hope — onboarding.
For new hires, diving straight into the company’s consultative approach can enrich their customer experience skills.
In fact, data from The Recruiting Roundtable indicates that a stellar onboarding program can spike performance by a commendable 11.5 percent.
So, ensure your training content is online, ready, and waiting. That way, once your new team member logs in on their first day, they have immediate access to the necessary information and resources to get started.
4. Include soft skills training as well
Soft skills are the bridge that transforms a simple transaction into a meaningful interaction.
They’re about reading the room, showing empathy, active listening, and building trust. It’s about the art of persuasion, the knack for negotiation, and the finesse of feedback.
Why the emphasis on soft skills, you might ask? Simply put, people buy from people.
For 84 percent of customers, being treated like a person — and not a number — is very important if you’re to win their business.
By investing in soft skills training, you’re ensuring that your sales team is not just equipped to sell but also to build lasting relationships and foster customer loyalty.
So, when planning your sales training outline, make sure there’s a generous section dedicated to soft skills.
Because at the end of the day, people will forget what you said or did, but they’ll never forget how you made them feel (Maya Angelou).
5. Provide training on sales tools & software
Even the most skilled salesperson can fumble without a comprehensive understanding of the tools at their disposal.
According to Gitnux, 59 percent of sales reps find their CRM challenging to navigate.
It’s essential to also focus on tools beyond CRMs — like LinkedIn for networking and prospecting — to ensure that every salesperson is adept at using platforms that can enhance their reach
An enterprise LMS platform, like Docebo, goes beyond basic training to truly empower sales forces.
The platform offers seamless integrations with various tools and resources that sales teams use daily for a streamlined and efficient learning experience.
Additionally, the platform provides access to a wealth of learning materials and interactive content so that sales reps can develop their skills at their own pace.
6. Harness the power of gamification
When targets, strategies, and a bit of healthy competition are the order of the day, gamification serves as a powerful tool to help engage sales teams and amplify their learning.
Why? Because tapping into the playful and competitive spirit resonates strongly with their nature.
Your sales reps aren’t just completing their training modules but are racing against time, collecting badges, earning points, and outdoing each other.
For example, Kenco implemented a sales gamification tool that gave them a 45 percent increase in bottom-line sales margin.
So, it’s not just about ticking off a learning objective; it’s about topping the leaderboard and boasting the most badges.
However, gamification isn’t just about competition; it’s a method to instill new skills and strategies in an engaging manner.
For Docebo, here’s where the genius of gamification steps in:
- Engaging elements: From points and badges to special awards, you can ensure that every achievement, big or small, doesn’t go unnoticed.
- Tailored leaderboards & contests: Recognizing the unique nature of every team, Docebo offers customized leaderboards that showcase real-time performance. Pair this with contests that challenge and engage learners to ensure a personalized and captivating gamified journey for all.
- Central monitoring: Monitor progress, reward the achievers, and even cash in points at the exclusive rewards marketplace.
So, while you’re equipping your sales team with knowledge, add in the compelling elements of gaming to ensure they have a little fun along the way.
7. Get interactive
While having hands-on experience with a product is ideal, it’s not always feasible. However, interactive training environments can simulate this experience — allowing sales representatives to test products or watch video demos.
Beyond the initial onboarding phase, it’s essential to continually refresh the sales team’s memory with interactive training, especially when launching a new feature or service.
By exploring, clicking, dragging, and delving deep into virtual demos, they gain insights into the customer journey and learn how to pitch effectively.
A deeper understanding can also be fostered by contrasting your offerings with those of your competitors — honing the sales pitch toward highlighting your unique advantages.
This ensures that every salesperson — from new hires to seasoned professionals — gets a comprehensive training experience.
Common sales training misconceptions
The sales world isn’t immune to myths and misconceptions, particularly when it comes to training.
Unfortunately, these misguided beliefs can create missed opportunities and make up some of the common objections toward sales training.
Let’s set the record straight.
Training isn’t worth it because sales reps may leave
According to a survey, sales organization turnover is nearly 3x higher than any other organization.
However, investing in continuous learning and development not only enhances a salesperson’s performance but also fosters loyalty.
Yep, showing commitment to their growth and success can help you build a more engaged, motivated, and loyal sales force.
In fact, a LinkedIn report revealed that 94 percent of employees would stay at a company longer if it invested in their career development.
It can be a waste of work time
Time is precious in the sales world, and taking salespeople away from their tasks might seem counterintuitive.
Yet, equipping them with refined techniques, improved strategies, and broader insights can lead to more successful sales and enhanced client relationships.
This short-term ‘loss’ of training hours can result in long-term gains in performance and revenue.
On an individual level, sales training can boost sales representatives’ performance by an average of 20 percent.
Sales training is just showing sales reps the product
By focusing solely on product training, companies miss out on equipping their salesforce with the skill set required to effectively engage with clients, understand their needs, and offer tailored solutions.
Soft skills like communication, negotiation, and relationship-building are equally vital.
Remember, a well-rounded salesperson isn’t just a product expert; they’re also master communicators and negotiators.
Having debunked these misconceptions, it’s time to take the next step toward elevating your sales training approach.
Now over to you
With these misconceptions cleared, the ball is in your court to reshape your sales training approach. It’s time to reflect on your existing strategies and discern the areas for enhancement.
Investing in comprehensive training — from product knowledge to essential soft skills — can redefine your sales team’s performance. It’s about ensuring they’re not just informed but also empowered and confident.
Ready to make the change? Book a call or schedule a tailored demo on how to transform your sales training journey.
