How to Pick the Best Sales Training Program

Sales training — it’s not what you think. Forget the stereotypes of pushy salespeople and rehearsed scripts. What if we told you sales training isn’t about turning professionals into pushy salespeople but transforming them into trusted advisors and expert problem solvers?

We’re here to shatter sales training misconceptions and unveil the true essence of this dynamic discipline. It’s where education transcends tradition, where learning isn’t confined to playbooks and scrips — it thrives in real-world scenarios. Sales training is the very core of what separates forward-thinking sales professionals from traditional salespeople.

Get ready for a fresh perspective on how sales training really works.

Decoding Sales Training

Sales training is anything but a rigid, one-size-fits-all process. It’s a dynamic and systematic approach to educating and nurturing sales professionals. It equips them with the knowledge, skills, and attitudes essential for selling products or services effectively.

The best sales trainers dive deep into the art of effective communication, active listening, trust-building strategies, and so much more. At the end of the day, it’s about transforming salespeople into relationship builders and trusted advisors.
View the transcript for this video

“You may believe that all sales training is created equal. I assure you it is not. Though there are many things that are in common in terms of having sales processes and how they train, things like that. There are some other things that are very important and very big differentiators from one training program to the other. Most people say we’re the best, the most cost-effective, greatest value, things like that.

“And in fact, a lot of times buyers when they’re searching, they’re searching for something maybe they don’t know how to do. So they don’t really know even what to look for or what questions to ask. I felt it might be helpful from our perspective being a sales consulting firm to provide some insight to help people make that decision. When you’re interviewing a sales consulting firm looking for a good mutual fit, ask them what sets you apart from all the other sales consulting firms that are out there and truly pay attention to their answer.

“Remember, you’re talking to professional salespeople. Salespeople are really great at telling us what we want to hear. Pay close attention to how they’re selling to you. That’s the way they train people to sell because so many organizations are ill-equipped to sell, and the vast majority of time all we get are answers to our questions. Very few say, ‘Hey, that’s a good question. Before I answer that, can I ask you a couple of clarifying questions?’ because I wanna get you the right information. That’s a selling skill and that’s what they should be doing and using.

“When a prospect calls for a sales consulting firm, how much do they know about your product or service before they give you a proposal? Do they fully understand the problems that you’re facing and the impact of those problems and the importance that this decision has on your company relative to other things that are important? Great salespeople help buyers make better decisions, and they do that by asking questions. And oftentimes great questions are followed up by the buyer saying, ‘Hmm, that’s a good question. I didn’t think about that.’

“A good test to see if you’re talking to the right consulting firm is asking yourself, what did I learn about myself? What did I learn about our company? What did I learn about our sales process? Did I learn anything that I didn’t know? If the answer is no, go to the next company. How well do they understand how important sales training is? Did they stay curious long enough to understand or did they make an assumption that just because you called it must be important and you must have a budget for it?

“If the person you’re talking to believes that just because you’re calling, you’re a decision maker, you have a budget and this is a high priority, then they are not effective in qualifying you to make sure it’s a good mutual fit. Their sales process, and I say this about Topaz, when we’re in these conversations, our sales process is our demo. And so often after we qualify a prospect and they turn into a client, ’cause it’s a good mutual fit, as we get into the training, the buyer whom usually for us is the CEO, they’re the business owner. The buyer will oftentimes share with the sales team as we’re training them on how to sell. That’s what Topaz did. They asked me that question and it stumped me and that’s when I knew they were the great partner for us.”

While many businesses view sales training as a one-time event – think of it as a continuous evolution. As your buyers, market, and industry evolve, so must your sales team and their skills. Sales training is a never-ending journey of growth and development.

Are you curious if your team needs sales training? Read our blog on 5 Indicators of Effective Sales Training.

The Impact of Sales Training

Effective sales training can have a profound impact on both individual salespeople and the overall organization. When done right, it can boost a salesperson’s confidence, improve performance, and enhance job satisfaction. It helps them develop the necessary skills to excel in their roles, overcome objections, and close deals.

For businesses, investing in sales training can result in:

  • Increased revenue: Sales training equips professionals with the tools to enhance their sales strategies. They can effectively identify and capitalize on opportunities with improved skills and techniques, leading to increased sales and revenue generation.
  • Better customer relationships: Sales training emphasizes building strong customer relationships based on trust and rapport. This leads to more satisfied customers and fosters long-term loyalty and repeat business.
  • Improved customer satisfaction: Well-trained sales professionals have a deeper understanding of customer needs and pain points. Training enables them to offer tailored solutions and exceptional service, resulting in higher customer satisfaction and retention.
  • A competitive edge: In a fiercely competitive market, having a well-trained sales team sets your organization apart. It enables you to respond swiftly to changing market dynamics, stay ahead of competitors, and adapt to evolving customer pain, giving you a significant competitive advantage.

Well-trained sales professionals are likelier to retain customers and bring in new business through referrals. They also can identify customer pain and offer solutions that align with their organization’s goals — acting as a true Buyer Facilitator.

We’ve explored the concept of buyer facilitation in detail in our blog on Excellence Through Buyer Facilitation.

Sales Training Methods and Techniques

Sales training can take many forms, including online courses, role-playing exercises, quizzes and assessments, and on-the-job learning. The most effective sales training programs combine various methods to cater to different learning styles and preferences. The most effective sales training programs seamlessly integrate multiple methods, ensuring that sales professionals have the flexibility to excel in their own unique ways.

Role Playing

Role-playing exercises allow salespeople to practice real-life scenarios in a safe and constructive environment. It helps them develop their communication skills, build confidence, and identify areas for improvement. By simulating real-life scenarios, salespeople can learn how to navigate objections, handle difficult customers, and fine-tune their sales pitch.

Our blog on Going for the Yes Sales Strategy overviews the importance of role-playing exercises.

On-the-Job Learning

On-the-job learning is exactly what it sounds like: learning while on the job. This type of training allows salespeople to apply new skills and techniques in a real-world setting. It’s a highly effective method for reinforcing theoretical knowledge and implementing it. On-the-job learning also allows salespeople to learn from their peers and observe successful sales techniques in action.

Online Training

Online courses allow salespeople to learn at their own pace, on their own time, and in their preferred environment. It also allows for consistent training across teams and the ability to track progress and results. With the rise of online learning, sales training has become even more accessible and repeatable. It also allows for ongoing learning and development – salespeople can

Sales Training is a Continuous Journey

Sales training is the backbone of your sales strategy. It’s not about turning salespeople into pushy robots but empowering them with the skills, knowledge, and attitudes needed to become trusted advisors and expert problem solvers. With a well-rounded sales training program, businesses can equip their sales teams to excel in today’s competitive and ever-changing market.

So, let’s shatter those misconceptions and embrace the true essence of sales training – mindset shifts, education, evolution, and success. The impact of effective sales training on individuals and organizations is undeniable, making it an essential investment for any business looking to thrive in the world of sales.

Learn more about how to overcome common sales training misconceptions.

Where Our Sales Training Comes Into Play

At Topaz Sales Consulting, we understand the unique challenges that sales professionals face and the importance of continuous learning. That’s why our sales training program focuses on developing a strong foundation in communication, active listening, trust-building, and other essential skills. We turn the traditional salesperson’s philosophy on its head and focus on helping buyers buy and building relationships, not just making sales.

It’s time to redefine what sales training means for your organization, and together, we can take your sales team to new heights. Let’s start a conversation today.

Topaz is changing the way the world perceives, values, hires, and trains salespeople.

We transform not only how people sell, hire, and manage salespeople, but also how they build relationships with others.  Many of our clients tell us how they use the skills they have learned through our training and coaching to improve how they communicate with their family and friends, and the positive impact it has had on all their relationships.

Hire Better Salespeople

Train Your Sales Team

Improve Your Sales Leadership Skills

Share this page:

Play Video

Transform your sales team into a revenue machine

Are you achieving your sales goals? Is your sales team as effective as it should be? Do you know what you need to take your sales to the next level?

Related Articles

Recent Video

Topaz Case Studies

Subscribe to Topaz Sales Digest

Enter your email to get timely insights to help sharpen your sales leadership skills.