The secrets of sales training that generate results

Darryl Bachmeier
Apr 16, 2019

In order for the business to continue growing, every entrepreneur will, at any given moment, face the need to increase their sales. For this, he may choose to start a promotions campaign, increase his investments in marketing or take a long term measure as the team sales training.

Of course, the last alternative is the one that will bring more results to the venture, since it will specialize the employees in order to make them more secure, assertive and efficient in the sales process. However, in order for training to have the desired effect, you must know how to do it the right way.

Here are 4 secrets to makingsales training really work for your business!



Before starting the course, it is essential to make a diagnosis of the present performance of the sales area, and this includes an evaluation of the people, the sales process and the main outcome indicators.

In addition to being an interesting way of building a knowledge base on the particularities of your business, this mapping will determine what the strengths and weaknesses of the team are, showing what should be reinforced by the course, and what aspects can be covered more superficially by already known to the sales team .

This way you avoid wasting time on unnecessary issues, and you can focus on more relevant issues within your particular team.

A good starting point is the evaluation of the results of each manager and his salespeople. Teams made up of salespeople with very heterogeneous results usually have opportunities to increase productivity.


The training aims to: transmit content to generate knowledge, the development of skills and/or a change of attitude. After your initial diagnosis, set the training priorities in your company from the desired goals.

For example, if your team is experiencing a low conversion of sales calls, you need to prioritize sales techniques training.

If novice sellers take more than 3 months to reach their monthly sales goal , you may need to deploy a training program for new salespeople with the goal of shortening learning time.

Also, if the sales volume of a product line is low, there may be a lack of technical product training, etc.


Separating the course in subjects related to each objective is essential for its success; otherwise, it runs the risk of carrying out a very comprehensive activity that does not promote the expected results. Therefore, it is important to understand what factors are relevant in your business sales.

Evaluate your sales process from prospect to after sales and map the phases that the team has a low conversion, prioritizing these topics. Some of them may be:

How are vendors prospecting customers? And which practices have generated the most results? Does the team know the features and benefits of the product? How do sellers organize data and follow-up with their customer portfolio?

Segmenting training in this way will also help your team understand every step of the sales process and thus act the right way at every moment.


An important element in sales training is the instructor, who will be responsible for transmitting knowledge and for captivating your employees to take better advantage of the activities.

This role may be occupied by a sales leader, especially if he is already in close contact with the other participants and has a deeper understanding of the company’s processes and interests.

Most of the time, however, it may be even more interesting to seek out an outside trainer, who has experience in the field and type training, and knows how to adapt to the specific context of your business.

It’s no use just empowering your employees and not evaluating the effects and continuity of training. In order for it to be really effective, it is necessary to evaluate the performance of the sales team constantly, identifying problems, very large variations in results and possible improvements.

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