How to Get the Most From Sales Training Programs


Sales training programs help hone the marketing skills of an organization’s sales team, which plays a critical role in achieving the targeted revenues. Businesses with the best of services and products may still not be able to break even without a highly effective sales team that works on the ground to gain the confidence of potential customers, acquire leads and finalizes them to follow it through with an impressive post-sales support. However, not all sales personnel are skilled enough to tap into the minds of a prospective customer or a regional market, despite being fully knowledgeable about the product or the service they market.

Organizations may either choose to go with an off-the-shelf training program, a unique program developed from scratch to address their sales targets or a customized program that draws upon prevalent best practices, and works to improve on them.

Off-The-Shelf Sales Training Programs

These programs are based on tried and tested sales techniques that work quite well in most circumstances. They help salesmen on the field avoid costly errors by helping them focus on their pitch, language, presentation, customer interaction and several other aspects that serve to create that convincing first impression of trust. Building trust and establishing a good rapport with customers, and comfortably countering any objections from them, will then enable salesmen to either sell the product, gain a lead or goodwill, at the least.

In-house Sales Training Programs

Such programs draw on the sales expertise and experience within an organization, in addition to guidance and mentoring from industry experts and market experts to train its sales force to achieve specific targets.

Customized Sales Training Programs

Basically a mix of ready-made and specific training programs, custom programs first assess the training needs of a specific organization, address the needs using tried and tested methods of selling, as well as focus on other internal aspects that impact the success of a sale.

Sales training needs of each organization ideally vary based on:

– The end product

– Demand and Supply

– Competitors

– Customer base

– Best practices adopted and their success rates

– Perceived limitations or gaps in the sales approach

Based on these factors, salesmen are trained to use a set of well-documented selling techniques that have proved successful over time in finalizing leads.

In addition to the actual sale, there are several other factors that go into making the process successful such as the technology, infrastructure and tools that facilitate production, delivery, marketing, sales and customer support functions. Production and delivery facilities should go hand in hand to make the sales function effective. Post-sales support is equally important in retaining the goodwill of the customer. It goes without saying that the right sales training program should, of course, not compromise valuable time that salesmen spend on the ground.



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