5 Key Considerations for Selecting Effective Sales Training Programs

13 Feb 23

Are you seeking to enhance your sales team's effectiveness in today's dynamic marketplace? Here are five essential factors to consider when evaluating and investing in a sales training program.

A search of sales training companies will return a range of options that can be overwhelming. Understanding the type of sales training you need to develop your selling team's skills is the first step. But there are a number of other considerations. 

Below are 5 factors to consider when evaluating a sales training program.


#1: Clarifying Training Goals and Objectives 

Begin by pinpointing the specific sales challenges you aim to tackle. Whether it's optimizing lead generation, engaging key decision-makers, or emphasizing value over price, defining your desired outcomes is paramount. Once objectives are established, assess the skill gaps within your team to determine which areas require development. These may encompass prospecting, needs assessment, solution qualification, or negotiation prowess. Aligning training goals with identified challenges sets the foundation for selecting the most suitable program.

#2: Evaluating Program Curriculum & Relevancy

Scrutinize the training curriculum to ensure alignment with your predefined goals. Look for comprehensive materials that delve into requisite skill models, practical exercises, and implementation strategies. Customization is key; inquire whether the program can be tailored to your industry, target market, and competitive landscape. Beyond mere content delivery, view sales training as a holistic journey comprising pre-training consultation, diversified delivery modes, and post-training reinforcement. The program's relevance and adaptability are vital for driving enduring behavioral change.

#3: Embrace Varied Learning Styles in Program Delivery

Consider the diversity of learning preferences within your team and opt for training methodologies that accommodate them. Blend traditional classroom instruction with virtual platforms and self-paced eLearning to create an interactive learning environment. Facilitators should foster engagement through real-world application, fostering peer-to-peer learning and participant involvement. Prioritize facilitators with practical experience and an ability to make sessions stimulating and relevant.

#4: Assessing the Overall Training Experience

Ensure a seamless and professional experience by evaluating the proficiency of the training provider. If the salesperson you work with isn’t highly skilled and professional, that is an immediate red flag (i.e., don’t buy sales training from a salesperson who doesn’t demonstrate good selling skills). Reflect on the sales skills demonstrated by their representatives; a lack thereof may signal a mismatch in training quality. Understand the account management process and the suite of services offered throughout the training journey. Seek genuine feedback from past clients to gauge the program's efficacy and impact on sales team performance.

#5: Gauging the Return on Investment

View sales training as a strategic investment rather than a mere expense item. Quantify the potential impact on key performance metrics such as new hire ramp-up time, pipeline growth, margin enhancement, and win rates. A reputable sales training partner should assist in setting realistic expectations regarding the program's business impact and long-term value.

BONUS Consideration: 

Choose a sales training company that has been named to Selling Power Magazine’s Top Sales Training Companies list 15 years in a row including 2024.

In Conclusion 

Effective sales training hinges on aligning program objectives with organizational goals and embracing a holistic approach to skill development. By carefully considering these five factors—clarifying objectives, evaluating curriculum relevance, embracing diverse learning styles, assessing the training experience, and gauging ROI—you can identify the optimal training program to empower your sales team for success in today's competitive landscape.


At SRG, we know how important it's to find the ideal training partner for your organization.  If you're ready to take your sales team on a transformative training journey, schedule a complimentary consultation today to learn how we can help.

Sales Training Research Report by Sales Readiness Group


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