For every dollar that a company invests in training programs, the company receives as much as 353% in ROI or about $4.53 in return. Behind a successful company are well-crafted training initiatives for every area necessary. Among the most crucial of these training programs is sales training.
Several companies spend almost $20 billion a year on sales training. It can be a very expensive endeavor because the concerns of the market, the channels, and even the specific objectives of the company itself are constantly changing nowadays. Unlike other types of training, sales training is deemed to be crucial because of its direct impact on the company’s profitability.
The unfortunate reality is that 26% of sales reps say their sales training is ineffective. About 59% of companies believe that one of the biggest challenges in delivering effective sales training is that the sales reps are not accountable for applying what they have learned from training.
As trainers, training sales reps and even sales leaders acquire and develop specific abilities in sales is important. There are many areas to target about selling but what is essential is that you understand that for training to be effective, you are well-equipped as a trainer.
To become well-equipped as a trainer, here are some of the most important reminders about the scope of sales training.
Closing More Deals
Closing deals is generally deemed as the topmost concern of any company. This is why a lot of sales reps always work in accordance with the ABC (Always Be Closing) principle in sales.
It helps to have the trainees observe the “military way” when learning the basics in sales training. After mastering and obeying the basics, they get the opportunity of using those basics in activities or exercises that allow them to engage in selling.
The sales training program must highlight communication skills training as a way to target the issues most reps have when it comes to communicating with prospects or giving sales pitches. You will go over the sales process specifics but once your reps are out there, what matters more is how they deliver themselves when they are about to make a sale.
Let this be emphasized in your training: It is more than just what you say in sales. Often, it is how you say it.
Gaining More Knowledge
Sales training sessions must also focus on the content and field knowledge of the reps. Gaining more knowledge entails gaining insights into the latest trends, statistics, and methods that work when selling in either B2B or B2C industries.
Trainers need to lay down relevant information for sales reps and refine their technical know-how as well as keep them up-to-date about the latest happenings with the market. This requires a lot of reading and researching.
The good thing is that you can access sales blogs to aid you in your quest for knowledge. Here are some of the top sales blogs from the list made by Datadab.
- Hubspot Sales Blog
- LinkedIn Sales Solutions
- Gong Labs Blog
- The Make It Happen Sales Blog
- Sales Hacker
- XANT – Inside Sales Engagement Blog
- CloserIQ Sales Blog
- Close.io Blog
- Outreach.io Blog
- Sales Gravy
Formulating Best Practices
What you learn about sales must be incorporated in formulating the best practices for selling.
Although different approaches work for different companies, there are general practices that work because they carry the essence of selling which is to provide a solution to a problem or respond to a need. If your practices revolve around that core principle, you will be less likely to commit blunders in selling. You may not always close a sale but you will gain insights that are valuable for the next sales opportunity.
Apart from the best practices in selling, you must not forget to master prospecting. Prospecting is an entirely different art to master. This involves nurturing leads and warming them until they finally become the customers fit for the product or service you are selling.
Developing More Achievable Goals
Sales training drives ambitious minds to achieve their goals. Your training sessions may be all about how to hit the sales quota and contribute to the target of the team. Along with driving reps to achieve goals, you must also be able to learn how to help them make concrete targets. This requires studying how sales efforts are distributed.
To do this, trainers should also prioritize training reps and sales team leads to create sales plan templates. Sales planning is a basic element in every sales activity. The sales plan sets the vision and that most people engaged in sales must be united in helping that vision come to life.
Understanding the Scope of Sales Training Programs
Sales training programs seek to improve the different skills and strategies of the trainees. Of course, your sales training can have a wide array of topics.
Check out below the scope of most sales training programs.
This scope typically focuses on the skills to be acquired by salespeople. This can be communication skills, closing skills, personal or professional skills, developmental skills, or other types of skills that are necessary for terms of sales. Tailor your activities depending on the specific skills to be achieved.
To focus on this scope in conducting sales training, make sure that you consider the following questions:
- What are some of the skills in sales that are highly necessary nowadays?
- What are the necessary skills present in a certain sales industry?
- How should you foster more time on mastering the basic skills in sales?
- What types of skills should be highlighted in every sales training session that will be facilitated?
After considering these questions, you may create a skills matrix that will highlight the different skills needed in every single session and the levels your salespeople are currently at. This can help you track their progress and identify areas for improvement.
This scope highlights the necessary strategies that must be fostered in closing sales. To do this, make sure to utilize the different types of strategies needed in the sales training session. In a sales training session, you can let the trainees create their own game plan in terms of creating more effective ways to close more sales. Afterward, present a side-by-side comparison of the existing sales strategies, both conventional and unconventional.
To focus on this scope, make sure that you answer these questions:
- What strategies should I introduce to my team?
- What strategies do they already know about?
- How will I employ the different strategies in every session?
The more interactive your training sessions are, the better.
Using Techniques in Conducting Sales Training
Conducting creative successful sales training boosts the interest and engagement of the trainees in terms of closing more sales without compromising the basics needed in the sales training facilitated.
As a trainer, elaborating several techniques in sales training ensures that there is further engagement among the trainees. To know more about techniques, here are some of the things you can employ in a sales training session.
Simulated like a military boot camp where the trainees get to immediately master the basics, boot camp sessions enhance the mastery skills of the trainees in terms of the structure, and the necessary strategies you should employ when selling.
Boot camp sessions typically train the trainees in terms of routine and the necessary basics that should be employed when making sales.
For trainers, make sure that you teach the trainees frequently the necessary things they should prepare as they face unprepared battles.
Giving simulations for trainees where they get to interact with real-world clients gives them an opportunity to practice what they know.
It is different when they are immersed in real scenarios of using the skills and strategies in closing sales. After letting the trainees face immersion sessions with real-world clients, make sure that you give out corrective feedback on the things that trainees can improve so that when they are deployed in the sales industry, they bring these valuable lessons with them.
Learning how to sell is best learned in a group. To ensure that there are good skills acquired in a sales training session, make sure that there must be team collaboration.
To do this as a trainer, foster further group dynamic activities that will drive the trainees to engage with one another and function as part of a team. Letting them engage in problem-solving activities and idea generation sessions will ensure good production of useful ideas and creative approaches.
Some contents imparted in sales training programs are not comprehensive and understandable among trainees, especially when they are just newbies in the sales industry.
As a trainer, sharing success stories will ensure creative elaboration of your goals. Aside from emphasizing critical thinking skills, storytelling will also cater to the creative thinking skills of the trainees.
In-Depth Sales Training
Brought by several opportunities where you can reach more customers in the world, using in-depth sales training will ensure trainees that they get prepared for different situations.
You can do simulations for trainees to conduct sales via social media, cold calling, warm calling, email, and other channels where you can actually reach more customers.
As a trainer, you have to make sure that you get to expose the trainees to different situations and channels beyond the traditional arena.