If you want to sell more; earn more; or be more successful learn more. Invest in sales training.
Regular salestraining is more than a 'nice to have'; it's essential for businesses and sales professionals aiming to stay ahead.
In today's evolving market landscape, sales ability is more important than ever. Achieving exceptional sales performance demands more than inherent talent or a persuasive pitch. Top performance depends on continuous learning and adaptation.
This article explores the empirical evidence supporting the principle that a regular focus on improving sales techniques leads to superior sales outcomes.
Why is continuous sales training important?
"The only source of competitive advantage is getting better faster than your competitors." wrote Tom Peters
Regular sales training provides salespeople with knowledge about market changes, changing customer behaviours, and new sales methodologies. Continuous learning ensures that sales teams stay ahead of their competitors.
The only way salespeople can retain an edge is through continuous development. While a few individuals can achieve this on their own through a learning habit, most learning depends on a programme of training and exercises.
How does training affect sales performance?
Several studies highlight the direct benefits of regular sales training:
A study by the Sales Management Association found that sales teams that received ongoing training achieved a 17% higher annual revenue growth than teams that didn't. This correlation between regular sales training and increased revenue underscores the tangible benefits of investing in continuous sales education.
The ROI of Sales Training: Research by the American Society for Training and Development (ASTD) showed that companies investing in comprehensive training programs have 218% higher income per employee than those with less comprehensive training. This demonstrates the direct financial benefits of regular sales training initiatives.
Improving Win Rates: CSO Insights' research found that companies with dynamic, adaptable sales training programs had a 32.7% higher win rate on forecasted deals. This suggests that regular training directly contributes to closing more deals.
Enhancing Sales Productivity: A study by the Aberdeen Group revealed that best-in-class companies, defined as the top 20% of performers, were twice as likely to provide ongoing sales training compared to laggard organisations. These companies also saw a 20% increase in the attainment of sales quotas.
The empirical evidence is clear: regular sales training is a critical investment for any organisation aiming to achieve exceptional sales performance. By fostering a culture of continuous learning, businesses can equip their sales teams with the skills, knowledge, and strategies needed to excel.
How do you differentiate yourself as a salesperson?
In a crowded marketplace, all salespeople sound the same. They ask the same questions, make the same assertions, and use the same hyperbole. They have all been on the same training courses and read the same books. Their customer engagement diminishes differentiation.
Salespeople who know more, who pay more attention to customer intent, and who convey a sense of professionalism through their approach and methods, make their organisation stand out from those of competitors. They engender trust, sooner, transfer confidence through their integrity, and create belief by communicating verifiable facts.
When salespeople demonstrate deep knowledge of the customer, their challenges, and their customers, people feel their interests are protected and they can rely on the advice and guidance given.
How does training improve morale?
Continuous effective salestraining contributes to a culture of learning and development within organisations. The sense of progress that learning creates boosts morale and helps retain top sales talent. Sales professionals who feel valued are more likely to stay with an organisation, reducing turnover costs and preserving valuable industry knowledge within the team.
What is the best way to increase sales training?
Little and often is valuable guidance. Have sales staff focus on ways to do what they do, better at least once a month. Some organisations report exceptional results from weekly interventions.
If someone has the expertise, time to prepare, and the will to organise regular learning events, there is no need to hire us, or any outside specialist. The difficulty is usually that everyone already has a full-time job and no one can make the necessary continuous effort to create sales learning momentum.
How can you choose the right sales training partner for an organisation?
In emphasising the importance of regular sales training, this article aims to provide businesses and sales professionals with a compelling case for making continuous learning a cornerstone of their sales plans.
While the benefits of regular sales training are clear, selecting the right training partner can seem bewildering. A simple rule of thumb is to go by reputation. This leads to the larger, international providers. Yet more attractive terms may be available locally. There is no substitute for research and taking up references.
We differentiate ourselves through transparency. Our methods and much content is published on our website. We specialise in offering personalised, evidence-based sales training programs that are co-created with clients to address their unique challenges and objectives. This approach ensures that training is relevant and directly aligned with the customer objectives. We work with customers to measure the impact of ongoing programmes and continually adjust them to maximise their impact and effectiveness.
Article by Clive Miller
Arrange an informal chat with me.
If you need a long-term sale training partner, we are interested in bidding for your business. Telephone +44 (0)1392 851500. We will be pleased to learn about your needs or discuss some options. Alternatively, email custserv@salessense.co.uk or use the contact form here.
