3 Aspects of Successful Sales Training

Carl Erickson

In our experience, sales training is all too often overly theoretical or too technical, or conversely, overly broad. Our two decades of work within the complex services and software sector has taught us that the most effective sales training happens when the training uses real client examples and integrates real opportunities that the client is pursuing at that precise moment. The difficulty is, this is hard work to integrate materials and real time discussions with live deals in near real time. However, this is exactly what Beacon does.

These three aspects characterize sales training that successfully imparts actionable knowledge to key stakeholders within an organization’s sales function.

1. It Is Highly Focused

You could spend a lifetime learning about sales best practices and refining your knowledge through practical application. Unsurprisingly, our clients do not have that kind of time to invest and need more focused application of the sales knowledge principles that will make an immediate impact in their efforts to win more work. Therefore, all training efforts need to be focused on the exact situations the participants are facing for the maximum impact.

2. It Is Fully Customized

Many “out of the box” sales training programs will provide a high-level look at the knowledge and skills required to achieve improved success in winning new business using generic materials in a hypothetical company. But when it comes to applying this knowledge specifically to your organization, you’re left on your own. In our experience, clients need the most help in tailoring the concepts in a way so that they can be understood and acted upon by the organization. As a result, all training is not just customized to the company, but written in a manner that reflects actual clients in specific sectors that are most pertinent to the class.

3. It Is Targeted at the Right Level

Different roles within the sales function of an organization will face different challenges. Dedicated sales staff may require a more technical understanding of how language, psychology, and other factors can affect sales opportunities. Sales managers may be more focused on ways they can provide enhanced strategic direction, while an organization’s management team may need training on how to craft new policies following post-decision analysis. In short, a sales trainer must understand his audience in order to deliver training that is helpful and have the real life battle scenarios to incorporate story telling that helps make the material come alive in a very realistic way.