Privacy Policy Terms of Use. Written By David Resendes. Filter Posts. Define your sales training objectives collaboratively Work with all stakeholders sales management, sales operations, product, and marketing to prioritize the sales knowledge and skills reps need to be successful, and collaboratively set sales training goals upfront. Communicate with all key stakeholders in advance Your sales reinforcement program will have a number of key audiences who will sponsor, participate, or action program outcomes, including sales leadership, sales managers , and reps.
Leverage rich media to keep your sales training content fun and engaging The most effective microlearning platforms support multiple image types, as well as audio and video.
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Sales training development activities also usually include the creation of multiple-choice tests. These ensure that participants can recall and apply their knowledge.
Implementing your training program for sales usually involves training instructors to deliver the course materials. You may use internal resources or hire external trainers. Sales training program agendas typically allow time for role-playing exercises so that participants can practice selling skills, such as making their sales pitch and overcoming objections.
For example, conduct role-playing exercises to help participants learn to use open questions when gathering information. After your course is over, evaluate your training program to determine the participator's reactions, knowledge retention, observable behavior back on the job and impact on operational metrics. By asking participants for their feedback on the training program, you can incorporate their comments into subsequent offerings of your workshops to improve overall effectiveness.
Don't forget to include company-specific skills, such as handling CRM programs. Once your list is complete, sort it roughly by priority. The top few items will be the ones that are most important for training purposes. Your training budget will determine how far down the list you can and should go, but the first items should certainly be addressed.
If you have sales teams with different responsibilities, such as inside and outside teams, you'll need different priorities for each. The next step is to compare this list to each salesperson's skill set. All salespeople have strengths and weaknesses in different areas.
Some weaknesses will be low-priority, such as an inside salesperson with poor cold calling skills; but when a weakness occurs in a critical skill, training should be a priority. You can uncover these strengths and weaknesses by analyzing your salespeople's metrics. Hopefully, you are already having your sales team track their metrics and provide that data to you.
If not, you should institute a tracking system immediately. Tracking a salesperson's metrics will determine exactly where in the sales process their sales are falling apart, which will help to identify the specific sales skill that they're lacking. For example, if they are getting plenty of appointments, but their closing ratio is dismal, the problem is related to their closing skills — and that is where they need more training. If the whole team has a problem in one particular area, it can be worthwhile to send them all to group training.
In other situations, individual training is probably the best option. However, customizing a training plan for each salesperson may be outside of the training budget. In that case, you may be advised to pick the most important sales skills from your list and train everyone in those skills using a group training program.
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