Sales training can be like sailing the high seas – an always-on adventure where focus, navigation, and teamwork are vital. We’ve curated a collection of the best sales training tips so you can build a programme that will put wind in your team’s sails to navigate an uncertain selling landscape and outperform every quarter.
What Makes Good Sales Training?
Good sales training is useful and engaging with a focus on real-world challenges. It should be customisable to accommodate the unique strengths and weaknesses of each learner, just like a new sailor on a boat. The goal is to efficiently implement training methodology that transforms new skills into strong habits and winning behaviours.
Key Components of Sales Training
Building a high-performing sales organisation requires more than just a basic “sailing” programme. You need insight into your crew, clear expectations, and a chartered course delivered through a rigorous sales enablement system. Executing sales training as part of a cohesive sales enablement strategy empowers reps and new hires to identify areas for improvement, offers easy-to-access content, provides personalised learning paths, includes hands-on exercises, and ties your training to revenue outcomes.
From product knowledge to people skills, sales training covers a wide range of topics. Let’s explore these different areas to create the best training programme for your sales team.
- Product knowledge: Your sales force should know your product like a sailing crew knows its vessel, inside and out.
- Company awareness: Sales reps must understand the organisation’s mission, vision, goals, and values in order to navigate the right course.
- Sales skills: Salespeople should learn how to negotiate, craft a compelling sales pitch, engage in sales conversations, execute timely follow-ups, and close deals successfully.
- Sales methodology: MEDDICC methodology helps to not only equip your sales team with the strategic and tactical knowledge they need to improve their sales process, but also get ahead through strategic thinking and application.
- Customer relationship: Building customer relationships requires truly understanding pain points and how to solve them rather than getting lost in stormy waters.
- Technology use: Salespeople need to master the company’s CRM and other sales tools, such as industry platforms like LinkedIn, to reach their sales goals.
- Market trends: Understanding the industry, key competitors, and current trends and behaviours enables salespeople to tailor their sales strategies just as a sea captain understands weather patterns and ocean currents to safely navigate their crew in the right direction.
- Compliance and ethics: Your sales team must know and follow industry-specific laws and ethical guidelines, such as customer confidentiality, to build trust and minimise legal risks.
- Time management: Honing time management skills allows salespeople to plan and prioritise tasks, manage their sales pipeline, and meet quotas with the same precision as a shipping vessel delivering vital goods on schedule.
- Interpersonal skills: Emphasising soft skills like active listening and empathy enables sales professionals to build stronger, more trusting relationships with potential customers.
Benefits of the Right Approach for a Successful Sales Training Programme
One day at sea doesn’t make a new sailor a captain and so a robust sales training programme must deliver much more than just skill enhancement. An approach like MEDDIC equips your team to rapidly adapt to market changes and ensures uniformity in customer interactions.
Here are the key benefits you can expect from a well-implemented sales training programme utilising the MEDDICC approach:
- Metrics: Take the time to understand what defines success, how to measure it, and apply it to action with your customer.
- Economic Buyer: Focus on creating a relationship with the leader, just as a crew follows a captain, who has the decision-making power.
- Decision Criteria: Ask questions to understand what the customer wants and how they’re making their decisions.
- Decision Process: Just like every member of the ship crew has a role to play, effective sellers must understand all the potential people involved in making a purchase decision with a customer.
- Identify Pain: Understanding the issues, pain points, and what the customer is dealing with will help lead to a mutual solution much faster.
- Champion: The key is to be authentic to build a relationship with the customer that will last long past the purchase, and into a true partnership.
- Competition: The seas are choppy and so is your competition. Knowing how to map the course against them ahead of time is critical. Only by staying a step ahead of your competition can you compete on the toughest seas.
Sales Training Techniques
What makes sales training effective? It’s more than just the tactical pieces. It’s about getting your hands on the deck of the ship and truly finding the right mix of training content whether it be online sales training, in-person seminars, micro-learning, and/or real-time sales coaching to ensure your entire crew is ready to sail. Role-playing and gamification are useful for onboarding new reps, particularly when they apply lessons to real-world scenarios.
This State of Sales Training White Paper by the Association for Talent Development (ATD) emphasises the commitment of high-performing organisations to ongoing sales training. The paper highlights the top techniques for effective training sessions, which include scenario-based learning (69%), post-training activities (66%), and video content (66%). What’s more, 65% of high-performing organisations employ non-technology simulations like in-person role plays, as opposed to only 39% among those not performing as well.
Top 5 Sales Training Tips
Effective sales training charts the course to maximum sales productivity. And while no two programmes are alike, there are fundamental techniques and approaches that consistently produce better-prepared sales teams, just like how every good boat has a sturdy hull. So, let’s dive into the top five tips that serve as the building blocks for a successful sales training programme.
Create Sales Training Programmes that Maximise Retention
A sales training programme needs to focus on techniques that enhance retention. Consistent reinforcement and repetitive learning opportunities such as setting the course, adapting to unexpected challenges, and customer engagement, are crucial to reaching peak memory performance.
Create a mix of self-paced, personalised courses and assessments that let sales reps learn and evaluate when and where they learn best. Integrate this training content into your CRM and sales strategies for ongoing, easy access to learning resources. For example, provide templates with scripts for sales calls and cold calls, emails, and follow-ups, along with guidance on customer engagement. Remember that people learn better when they understand the “why” behind their actions, so always clarify the reasoning for your sales professionals. Employ hands-on learning methods like role-playing and one-on-one scenarios to enhance skill mastery. To solidify learning, develop repetitive learning opportunities and consistent reinforcement.
Make Coaching Integral to Sales Training
Integrate a structured coaching process as part of sales training to ensure ongoing sales team development. Coaches should facilitate daily, weekly, and monthly activities, from pulse checks to performance reviews, which enables them to evolve their approach over time tailored to the needs of each team member.
Sales leaders have an important role to play in coaching, similar to how a captain is always evaluating their crew. Leaders need to regularly assess and refine how their managers are coaching through seller interactions and observation. This will create a dynamic feedback loop that encourages behavioural change, skill development, and long-term sales success.
Cultivate a Culture of Collaborative Learning
Contrary to the cutthroat stereotype attached to sales, modern, skilled sales managers are adopting a collaborative approach to improve results. This method encourages a culture of teamwork as on a thriving fishing boat where shared knowledge, expertise, and experiences create trust and mutual accountability.
Emphasising collaboration benefits everyone. It creates an inclusive work environment in sales, encourages shared expertise, and improves customer relationships by giving them access to a team of experts. This approach also prevents information silos and ensures a consistent brand message.
Leverage Performance Data to Customise Sales Training
Using rep performance data helps pinpoint strengths and weaknesses, identifying customised training and coaching opportunities. You can also monitor technique adoption and tailor training methods to each rep’s learning style. This data-driven analysis approach delivers insights into the ROI of your training programmes and helps you identify top performers and those who may need additional guidance.
Adopt a Qualification Framework
Every sale is unique, but successful deals have core attributes in common. Using a qualification framework helps salespeople determine which prospects will most likely become customers. Without a guide, sales teams may waste time on leads that aren’t a good fit for the company’s offerings.
Once again, MEDDIC offers an effective method for qualification, providing a roadmap that aligns well with the foundational needs of selling—understanding customer pain points, identifying key decision-makers, and meeting specific criteria for success. This framework ensures that sales teams focus on high-likelihood opportunities, utilise time efficiently, and deeply align with customer needs, so they win more deals, faster.
Measuring the Impact of Sales Training
To determine the success and ROI of a sales training programme, sales leaders should focus on key sales performance indicators such as time-to-productivity, win rates, and quota attainment. These metrics provide insights into a sales rep’s post-training performance. Qualitative methods like surveys and team interviews can also offer valuable perspectives on the programme’s effectiveness.
Why do Sales Training Programmes Fail?
However, not all training programmes are successful for every sales rep. Failure can occur due to outdated materials, limited time, unsuitable learning environments, a poor training process or a mismatch with the rep’s learning style. Additionally, failing to include real-world use cases often results in sales reps not using what they’ve learnt. For training to be impactful, it must utilise up-to-date technology, include relevant material, and incorporate ongoing coaching. This creates a learning experience more likely to yield positive outcomes.
Elevate Your Sales Training Strategy with Highspot
Sales training isn’t just a nice-to-have; it’s a vital component for any organisation looking to boost its sales and sustain growth. The right training equips your sales reps with the necessary skills and strategies to engage customers, overcome challenges, and close deals. While figuring out the best training techniques might seem daunting, a wealth of guidance is available to help you tailor a programme that elevates your team’s performance.
Are you ready to set sail in creating a dynamic, impactful sales training programme? Highspot can help. Schedule a demo and discover how Highspot can transform your sales training strategy.
