sales training

Choose and learn how to set up sales training for your team in 10 steps

Well-chosen training improves salesperson performance.

Find out how to find the ideal sales lecture or training for your employees

How many times in your corporate life have you attended one of those sales training that seemed completely out of context?

And worst of all, passing information that you already knew and mastered or that simply had no practical application in your daily professional life.

Not that the lecture or presentation itself was bad or that the speaker was unprepared.

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The problem is that you felt that you should be on the street, visiting, studying competitors, preparing commercial proposals and other activities, because that content of the lecture you already knew by heart!

How to set up sales training?

Has this ever happened to you, wishing you were doing anything else useful for the company but listening to that sales training?

Because it’s exactly so that this kind of thing doesn’t happen to your team that we prepared this post about this important HR process, the commercial team training.

It contains tips on how to set up a sales training, find out which sales talk or training is right for your employees, and how to find someone to do that training for you.

A lecture or training is an expensive resource that cannot be used randomly. The more correct the chosen theme, the more engagement you will find in your sales team.


The more correct the lecture theme, the greater the team’s engagement

In addition to training and bringing knowledge, training such as this is intended to motivate salespeople and make them notice that the company seeks to offer them all the resources necessary to achieve their goals, including knowledge and training.

If seen as a waste of time by the team, it will have failed completely.

Also, the phrase “time is money” is one of those that takes on even greater meaning when it comes to selling.

The time spent on training should result in better performance, just so justifying this investment.

To do this, read our post and choose the sales team training best suited for your company.

What are the reasons for taking sales training?

Usually, companies decide to do training for one of these reasons:

1. Arrival of new equipment

When new machinery arrives at the company, it is very important that those involved are trained to operate it properly.

2. Adoption of new software

Likewise, if the company acquires new technological tools, the teams need proper training.

3. Process redesign

Those who work with continuous improvement and redesign processes to optimize them necessarily need to train employees so that the improvement works.

4. New safety standards

Another point in which qualification and training are crucial to ensure proper compliance with the determinations defined to protect employees.

5. Increased customer complaints

When this occurs, it is necessary to retrain employees about the procedures that have received the most criticism from customers.

6. Improve team performance

Case similar to the previous one. Here, HR together with Marketing and Sales determine the key activities that add value to the business and train them together with the teams to improve their performance and customer satisfaction.

7. Prepare for some specific action

Sales campaigns, launching new products, conquering new markets etc. Whenever a specific action of this type is carried out by the company, its employees must be properly trained.

8. Arrival of new employees

Whenever a new employee arrives at the company, he/she must go through an adaptation process, also known as onboarding. In some cases, when several employees are hired at the same time, this can be done collectively.

In the case of our tips on how to set up sales training, let’s focus on the last two options.

Well-chosen training improves salesperson performance

What is the step-by-step way to set up sales training?

1. Identify what needs to be optimized

Analyze reports, CRM systems, performance review interviews, customer complaints and find out where your team needs to improve

2. Ask what the team wants to learn

Why not? Of course, you don’t need to ask everyone, you can select only the most experienced ones. On the other hand, you can even take an online poll.

No matter what, the important thing is to know what they feel would be interesting to improve.

3. See what the company’s strategic needs are

Imagine the following: there is a plan to use tablets in commercial visits, with materials and presentations already prepared and very well produced, with animations and interactive resources.

Will you need to train the sales team to operate this equipment? Possibly yes.

Or another case: a core of sellers has been created that will handle high-level multinational accounts and negotiate aggressively. Wouldn’t it be interesting to think about English courses and talks on negotiation?

Take this type of situation into account when choosing the topic of sales training.

4. Ask for HR’s opinion

If your company has this type of departmentalization, it is important to talk to the person in charge of HR. Take everything you’ve researched, share what you think, and ask for an opinion.

This help can be very good. If you don’t agree, use your negotiating skills to choose the best sales force training you can.

If it is not necessary to consult anyone, just choose the training topic that you find most suitable, according to everything you researched.

5. Set a budget

Depending on how much you spend, the training formats available change completely, from a five-day face-to-face sales training at a luxury hotel abroad, to an online course with tutorials and no live classes.

First define how much you want or can invest.

6. Assess which training format is most appropriate

How long will your sales team train? All together or individually, taking advantage of internet resources?

Establish this, bearing in mind that in some cases, depending on the training format, there will also be time spent traveling, meal breaks, etc.

7. Analyze how many people need the training

How big is your team? Negotiating training for 50 people is one thing, for 15 another and for 3, don’t even mention…

Also pay attention to the fact that if some salespeople are excluded from sales training, it should be made clear which selection criteria are used for this, thus avoiding dissatisfaction and resentment.

Good training motivates your team.

Good training motivates your team

8. Hit the hammer over the shape

Based on all this, define the training format, see some tips:

  • Classroom course outside the company: more expensive, good content retention, more motivating, requires more time from the team.
  • On-site course at the company: a little cheaper, good content fixation, less motivating, requires a little less time from the team.
  • Online course with live classes : one of the most affordable options, fixing the content from reasonable to good, if everyone watches together it can be motivating, the team can make time more flexible, as the recorded class is often available to be watched again or for those who have not seen her live.
  • Online course with recorded lessons and tutorials: the cheapest, little motivating, content fixation can be lacking, extremely flexible in terms of timetables.
  • Mixed: an excellent option to take advantage of the good price and flexibility of an online course without live classes that complements the theme of a small one-hour company event with a good speaker.

This will motivate the team and they will achieve excellent content fixation.

9. Choose a speaker or training company

This is, without a doubt, the hardest part.

As for in-company courses, some colleges offer excellent alternatives for this, but they tend to be more expensive than independent training companies.

Online courses are available on the internet. The ideal is to look for an institution that has a name in the market.

That’s why many turn to colleges, as most of them offer both face-to-face and online courses. Another option is to seek professional associations and unions.

A good speaker can make all the difference in training.

A good speaker can make all the difference in training

10. Publicize the training

This investment in team sales training must be given due importance. Make a beautiful printed invitation and deliver it personally to the participants.

Also send an e-mail, in the same way, neat and with a layout that enhances the event.

At the end, provide certificates with each person’s name and deliver them in a small ceremony.

Did you find these instructions too complex? So, check out this summary:

  • Phase 1: What does your team need to learn?
    • 1. Identify what needs to be optimized
    • 2. Ask what the team wants to learn
    • 3. See what the company’s strategic needs are
    • 4. Ask for HR’s opinion
  • Phase 2: What sales training format?
    • 5. Set a budget
    • 6. Assess which training format is most appropriate
    • 7. Analyze how many people need the training
    • 8. Hit the hammer over the shape
  • Phase 3: Who will deliver the course?
    • 9. Choose a speaker or training company
    • 10. Publicize the training

Themes Tips for Sales Team Training

It’s impossible to say which sales training is best for your company. After all, each one has its characteristics and needs.

Therefore, we made a list with some topics for training sales teams. After all, there is no way to set up training for the sales team without a theme, right?

  • The customer and the digital transformation
  • sales steps
  • sales negotiation
  • sales arguments
  • prospecting techniques
  • Advanced sales techniques
  • How to qualify customers
  • bypassing objections
  • Learning how to close sales
  • How to use social media in sales

Among many others.

It’s not enough to know how to set up sales training, you also need to know how to organize your team.