by E. Flanagan | June 19, 2023 | 5 Min Read

What to consider when developing an effective sales training program


Effective sales training is invaluable for any organization looking to increase sales and ensure customer satisfaction. Developing and conducting sales training programs not only enhances the skills of your sales team but also strengthens customer relationships and builds trust.

And building a sales training program that takes an internal and external approach to learning will help you stay competitive in the marketplace. So if your company isn’t actively seeking to create a tailored sales training program, now is the time to start.

In this guide on how to create a sales training program, we’ll review some considerations when developing training programs and how to get started today.

Benefits of sales training

Sales training plays a vital role in the overall success of an organization. Investing time and resources in the development of a well-structured sales training program can yield significant benefits. Three particular advantages of sales training are increased revenue and profitability, enhanced employee retention, and a competitive edge over other companies.

Increase revenue and profitability

Effective sales training can have a substantial impact on a company's bottom line. Studies show that effective sales training reaps a staggering 353% return on investment (ROI) for the average company. By equipping sales teams with the necessary skills and knowledge, organizations can drive sales growth and increase profitability.

Decrease turnover rate

High employee turnover is a notorious problem in the sales industry. But when your sales reps are well-equipped with comprehensive sales enablement training, they’re more likely to feel confident and empowered in their roles. By providing ongoing sales training, coaching, and support, companies can reduce turnover and improve the overall performance of their sales team.

Gain a competitive edge

Investing in sales training can give a company a significant competitive advantage. Companies that prioritize training are found to be 57% more effective at sales than their competitors. By continually developing the skills of their sales teams, organizations can stay ahead of the curve in an ever-evolving marketplace, better adapt to industry changes, and outperform their competition.

Now that you know a few benefits of effective sales training, let’s take a look at what to consider when developing and conducting sales training programs.

Key considerations when developing sales training programs

Let’s talk about how to develop a sales training program that makes a measurable difference.

Get Support From Leadership

Before getting started, ensure that sales leadership is actively involved and supportive of the training program. Leadership buy-in is crucial for fostering a culture of continuous learning and reinforcing the importance of the training initiatives.

Assess Your Team

Conduct a thorough needs assessment to identify the specific skills and knowledge gaps within your sales team. This analysis will help you understand the areas where training is most needed and allow you to tailor the program accordingly.

Set Sales Training Objectives

Define SMART sales training goals for the program. What specific outcomes do you want to achieve? How will you measure the outcomes? Is the goal achievable? Is it relevant to the organization? What’s the timeline for these goals? By following this framework, you can set meaningful goals that actually get accomplished.

Determine Your Target Audience

Consider who the training will be delivered to. Are they experienced sales professionals or new hires? Do they sell to B2B or B2C customers? Understanding the target audience participating in your new sales training enables you and your L&D partner to design relevant and engaging content.

Choose the Right Content

Ensure training content addresses the identified needs and aligns with your learning objectives. It should be relevant, engaging, and customized. Use a variety of formats, such as eLearning, games, and micro-learning videos, to cater to different learning styles.

Take a Skills-Based Approach

Focus on developing soft skills rather than just imparting technical, job-related knowledge. Both soft skills and hard skills are necessary, but sales teams need to learn how to harness power skills like emotional intelligence and communication to be successful at selling. And the best way to deliver skill-based learning is through a skill-building platform.

Continuously Reinforce Training

84% of sales training is forgotten in the first three months. Recognize that sales training is an ongoing process, not a one-time event. Provide opportunities for reinforcement and practice after the initial training to solidify what employees have learned. This can include follow-up workshops, coaching sessions, or peer-to-peer learning activities.

By considering these key factors, you can develop sales training programs that are tailored to your team's needs, effective in driving performance improvement, and aligned with your organization's goals.

How to do sales training: individual and group sales learning

There are many ways to create a successful sales training program. Whether you opt for individual or group learning, it's essential to determine which option best suits your organization's and employees' needs.

There are two main types of sales training models: individual and group.

Individualized sales training

Training for individual sales team members should cater to their specific needs and goals. Providing a tailored learning approach to enhance individual performance can drive employee engagement and job satisfaction. This is where customized digital sales training can come in handy.

An LMS like Spoke® can be customized to meet individual needs and deliver personalized training. This system offers a variety of courses, assessments, and tools for users and managers to track their progress, review materials, and interact with others in virtual classrooms or forums.

Group sales training

Providing group training is an effective way to ensure everyone is on the same page and has a strong understanding of company-wide sales strategies and processes.

Group training sessions allow teams to further their understanding of concepts and best practices. Interactive activities like role-playing or gamification can motivate teams and make the training experience fun.

Group-wide sales training is an excellent opportunity for teams to bond and build relationships, leading to more effective collaboration in the long run.

Begin developing and conducting sales training programs with Unboxed Training & Technology

Your company’s future rests on successful sales strategies. That’s why it’s crucial to invest in developing and conducting sales training programs that offer your team the skills and knowledge they need to succeed.

Effective sales training should bridge the gap between soft and hard skills—helping your sales teams develop strong communication, negotiation, presentation abilities, and technical knowledge required for their role. Your sales team will be ready to tackle any situation if they have the right fundamentals in place!

At Unboxed Training & Technology, we help companies empower their sales teams with modern learning solutions. With our cutting-edge skill-building platform and custom training content development services, we help teams learn, practice, and apply their newfound sales skills quickly and effectively to achieve greater success.

Schedule a demo of our sales enablement training program to learn how to develop a sales training program that’ll help both your company and employees see actionable results.

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