Let’s outline a scenario here: You have just hired a new sales rep in your company. The position had been vacant for a long time. And you need the new hire to get the ground running ASAP. 

So, you pick a talented sales rep and leave him to his methods. Over the next few months, you start seeing issues with the new hire. His sales number starts to slip or your team’s communication begins to break down with him. 

Without proper sales training programs, you will find all these issues and more taking over your company. So, you need to implement a training initiative for the new hire immediately. And also, for other sales reps that are failing to coordinate and communicate with the new member. 

But not all sales training courses are created equal. So, how will you know you are implementing the right training program for your sales team?

SIMPLE. There are a few key areas you must consider while looking for the best training programs. To know all about them, scroll down!

Points To Consider Before Selecting A Sales Training Program

Point #1 – Area And Thought Leadership

Shopping for the best sales training programs starts with general research. Look online or by word-of-mouth. 

First, consider the reputation of each sales training institute. Each year, Selling Power releases a list of “Top 20 Sales Training Institutes”. That would be a good starting point to research training programs. 

You should also explore the content on the company’s website – blog posts, reports, webinar recordings, etc. This will help you access their level of thought leadership.

Point #2 – General Professionalism And Responsiveness

Evaluate your initial interactions with the training institute. 

✅ Are they responding to your phone calls and emails well? 

✅ Are they able to build rapport with you?

✅ Do they seem well-informed about your industry and products/services? 

✅ Do they listen to your training goals and priorities? Or do they talk only about themselves and their offerings?

Point #3 – Sales Training Curriculum

Before you commit to the training, establish whether or not their program’s curriculum matches your team’s needs. Many sales training programs fail to deliver on a company’s needs and expectations. 

Typically, the sales training program will share enough of their content. This will give you a sense of whether or not the program is a good fit for you. (If they don’t share any content, that’s a red flag).

While evaluating the program’s content, look for an alignment of at least 75% between the curriculum and skills you want to address. For instance – you may be specifically looking to improve your team’s negotiation skills. So, make sure the program curriculum addresses that particular skill set in enough depth.

Point #4 – Customization Capabilities

Good sales training programs provide some level of customization. This is to fit the individual needs of a given sales company. So, make sure your chosen training programs provide some customization as well.

The element of customization is specifically important for sales companies that feature a variety of sales roles. Let’s suppose – your sales team is made of business development reps, strategic account managers, and account executives. It is obvious that each of these roles requires different skills. 

Therefore, it is essential to ensure the curriculum can be custom-tailored. It must address each specific sales role and its associated skills.

Point #5- Training Delivery

When it comes to training delivery, there are three elements you must consider:

✅Who will deliver the sales training programs?

✅ How many of your sales reps are going to participate?

✅ Where are those sales reps located?

If outside sources are conducting the training sessions, make sure the trainers have experience working in similar situations (or settings). Also, in case your sales resources are concentrated in various regions, decide which languages you want the program to support.

You should also decide if you want the training to be in person. Or virtual-instruction-led programs are more convenient for your team.

If the program is going to be delivered by in-house resources, make sure to check –

✅Training partner’s licensing terms

✅Train-the-trainer program

✅ Support resources

You may also need to add a few more participants than your initial estimate. Make sure to ask about any associated fees you may have to incur for that.

Point # 6 – Training Program Sustainability 

Your investment in the sales training programs is predicted to improve selling skills and associated sales behaviors. As such, look for programs that include reinforcement components. For instance – pre and post-training assessments. 

Make sure the curriculum is holistic. You must also clearly understand what will happen during, before, and after the program. This will ensure application and adoption by participants.

Point #7 – Ask For References

As a final point, you must ask for references. The above points will help you narrow in on the right sales training programs. But it is reassuring to speak with other references to understand their experiences and outcomes. 

Don’t just settle in for the case studies and success metrics the sales training provider sends you. You need to talk directly with the clients. Ask them –

✅What was it like working with the particular sales training company?

✅What were their objectives and did the training meet those objectives?

✅Has the program positively impacted your sales performance?

Build Relationships That Leads To Towering Sales Growth

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