Why is Sales Training Important? 12 Musts in a Learning Solutions Partner

Sales training is crucial! How much new business would your organization acquire and retain without high-performing sales teams? Selecting the right learning solutions partner is vital to a profitable sales training program.

What is Sales Training?

Sales training is the process of transferring knowledge, skills, and techniques to employees with the goal of enhancing their ability to sell a product or service successfully. They learn tactics to interact with prospects, overcome obstacles, build connections, and close sales.

Topics covered in sales training include product knowledge transfer, communication skills, negotiation strategies, psychology, and sales tactics.

Why is Sales Training Important?

“For the best return on your money, pour your purse into your head.” - Benjamin Franklin

A highly effective sales training program is critical to the success of all businesses. Organizations that spend time and money investing in quality training see superior sales figures. The estimated ROI of investing in employee training ranges from 4% to 353%. A long-term commitment to ongoing training gives your sales force a competitive advantage. Teams that invest in sales training and development are 57% more effective than teams that don’t.

From retail workers to highly skilled specialized industries, the number one focus of the sales team is to increase profits. Because of this heavy burden, it only makes sense that ongoing sales training programs are a top priority of all organizations.

Sales training programs benefits are plentiful:

• Offers team support: Shows sales team the company is willing to make the investment in their success.
• Builds confidence: Sales reps must have confidence in their ability to meet sales goals to guarantee their and the company’s financial success.
• Creates motivation: Continuous learning promotes team camaraderie and enthusiasm.
• Provides fresh ideas: Reps learn how to tailor their sales pitches to acquire new accounts.
• Enhances sales skills: Sharpens skills such as using cross-selling approaches on existing clients.
• Strengthens basic skills: Refresher courses are always wise, even for a seasoned rep.
  • HSI offers trainings such as:
    • DISC Selling
    • Sales Analytics
    • Upsell/Cross-Sell
    • Handling Objections
    • Selling to the C-Suite
    • Sales Methodologies
    • Uncovering Unmet Needs
    • Identifying Buyer Personas
    • Managing Enterprise Accounts
    • Distance Selling with Remote Workers

• Teaches critical skills: Reps must excel in specific skills critical to their career success.
  • HSI offers trainings in these areas:
    • Prospecting
    • Closing the Sale
    • Negotiation Skills
    • Presentation Skills
    • Soft skills training courses, like Active Listening and Problem Solving

• Expands service/product knowledge: Teaches the complexities of the service or product so reps thoroughly understand what they are selling. They should be experts in this area. Sales reps build trust and rapport with prospects when they convey confidence. In turn, this builds strong and sometimes lifelong partnerships.
• Protects the company’s brand: Consistent brand messaging within the sales team ensures all potential customers and clients receive the same messaging and quality support that accurately reflects the company’s brand.
• Reinforces competitive edge: With a strong, knowledgeable, and confident sales force who has the full support of leadership and ongoing training, the competition dwindles.

Selecting the Right Vendor is Just as Important as Sales Training!

Will you have a true partnership with the training company, or will you be ghosted once the sale closes? What are the learners’ success rates? Are you slapped with hidden fees? The list goes on and on.

Must-haves in a learning solutions partnership include:

#1: A true partner. Selecting the right partner is the most critical piece of the puzzle. The partnership should start from the initial introduction though the entire contract. Pay attention to the types of questions your potential learning services partner is asking and what they are or are not saying:

• Listening and clearly understanding your organization’s needs.
• Understands likes/dislikes of your current sales training program.
• Wanting ROI stats.
• Well-versed in their sales training service.
• Training is flexible, so it doesn’t infringe upon prospecting time and closing deals.
• Discussions on blended learning.
• Availability of resources after the sales training sessions.
• Respectful of your budget, and honest and upfront with pricing.
• Show how much monetary value training can provide.
• Explains the support system through the entire process and when it comes time to renew the contract.
• Consideration of adding value not only now but for your future needs.
• Provides helpful information, such as buying guides and content to understand services.
• Shares how their sales training services compare to their competitors to help you make an educated decision.

#2. Responsive customer service. It’s essential to have a responsive customer service rep and customer service options available when needed.

#3. All-inclusive training. New hires should start training on Day 1. And training needs to be ongoing throughout their careers. The scope of the training should include new sales reps, junior level, new sales managers, top performers, and seasoned professionals.

#4. Goal-oriented, focused training. The focus of the training for the specific level of experience of each rep should vary. For example, a junior salesperson may be wanting support that takes them to the next level in their careers. A seasoned rep may need training on a software program.

#5: Soft skills training. Sometimes, prospects can be difficult. An effective training program should include soft skills training. These areas include active listening, expressing empathy, remaining calm, and more.

#6: Project management training. A sales rep can be great at communication, but if they are poor project managers, they will not be as successful. Courses in file management systems, such as customer management system training, and even basic office skills are invaluable. Training builds confidence and credibility. Sales reps will be prepared as accurate information is at their fingertips when talking with a prospect or client.

#7: Time management training. Sales reps can easily veer off in many different directions. If they don’t know how to manage their time, they can quickly lose sales. How does one juggle prospecting, building rapport, closing a sale, and project management all in one day, plus keeping up with ongoing training? Productive time management training is of utmost importance.

#8: Sales strategy. Understanding the cyclical swings, such as economic and seasonal conditions, and how it impacts the sales cycle is a must. Training helps sales professionals design a more precise sales strategy for the specific industries they serve.

#9: Prospecting training. It’s critical to learn sophisticated questioning techniques to master the art of prospecting. Courses should include how to ask open-ended questions that lead to fact-finding. Having an in-depth understanding of a prospective business increases the chances of a sale and ongoing business in the future.

#10: Relationship building. Sales is about making connections. Training should include DISC training. Understanding communication styles enables sales reps to tailor their selling technique to build rapport. In turn, this will further the conversation.

#11: Closing strategies. Buyer’s remorse is not good! Sales professionals who have the proper training will make new clients feel confident in their decision. Closing a sale is essential for sales reps to master. Training should include how to spot verbal and nonverbal buying signals. Reps should learn which effective sales techniques to use to close the sale at hand. Should they offer a trial? Ask to sign a contract? Present numerous levels of services or offer a discount?

#12: Wide variety of topics. All topics should build a solid foundation of skills so reps can close deals. Topics should range from how to define benefits of what they are selling to how they translate those benefits into the prospect’s unmet needs, to objection handling, and to think on their feet. Training should also include new techniques to try.

HSI Can Help

Partnering with us allows you to access all our selling skills videos. We offer online learning for your BDRs, rookie sales reps, customer success managers, and veteran sales leaders, as well as new sales managers. Our best practices training encompasses all stages of the sales process for distance selling, enterprise accounts, and much more. Your sales managers are able to tailor the training to the specific needs of each salesperson. HSI’s sales training topics will give a novice the skills to begin a successful career and help experienced team members reach the next level.

In addition, HSI offers a comprehensive library of soft skills training modules that can benefit anyone on your team. Lessons such as,

• Negotiating
• Working Virtually
• Presentation Skills
• Emotional Intelligence
• Nonverbal Communication

HSI offers a library of off-the-shelf videos so sales reps can rewatch courses.

Already have a sales training vendor? Are they just “ok”? Don’t settle for less than your organization deserves. Make the switch and start seeing a significant return on your investment.

For more information on the best way HSI can help, request a free trial.

For Reference

• Compare eLearning Providers
• A Comprehensive Guide to Building Sales Training Programs
• What is Blended Learning, and Why is it Important?