Sixteen Areas That Sales Training Will Improve

Is sales training an expense or an investment?

The answer depends on what kind of training and how effective the training is. Competent professional sales training will help companies improve in all of the following areas:

1. More effective management of complex, big dollar deals: Sales training can help you win the big ones by gaining a better understanding of the politics of larger organizations. Learn how to successfully navigate situations involving multiple decision makers, multiple departments, outside consultants, committees and unexpected participants.

2. A shorter selling cycle: Develop strong mutual agreements with prospective clients early in the selling cycle that define a step-by-step plan that will bring the process to an outcome within a mutually acceptable time frame.

3. Higher comfort level calling at the “C” level: Develop a selling readiness tool kit that quickly helps you establish credibility at the highest levels. Truly understanding your prospective client, their challenges and their vision is far more powerful than demonstrating your product knowledge or its wizardry.

4. Weeding our non-buyers earlier: Your time and your company’s resources are extraordinarily valuable! Your prospect must earn them. Learn how to get prospects to sell you on their need and commitment.

5. More effective prospecting: Utilize a fresh, non-traditional approach to capture your prospect’s interest and imagination on the first call. Then, quickly help them discover why it is in their best interest to invite you in.

6. Less discounting: Price is never the real issue! You will gain the confidence and skill to shift the buyer’s focus from the price of your solution to: (a) the cost of not implementing your solution, and (b) their return on investment. If your customer really has the conviction that they’ll get a significantly better return per invested dollar by going with you, they’ll be glad to pay more!

7. Higher per sale average: Your will gain the confidence, patience and control required to do a thorough needs analysis before proposing any solution. This honest, comprehensive approach maximizes each opportunity by ensuring no money is left on the table, and that customers are totally satisfied.

8. Better relationships with prospects and clients: Create a climate of trust and respect through the utilization of a system where every conversation differentiates you from the stereotypical, ego-centered, pushy sales person. Experience the satisfaction of having your clients say, “Not only does he/she listen to me, they truly understand me.”

9. Higher closing ratios in competitive situations: Through your superior knowledge of your prospect’s needs and the precise execution of mutual agreements you will differentiate your solution, and yourself, from your competition.

10. Lower cost per sale: Precious resources previously wasted on non-buyers in unwarranted proposals, demos, on-sites, trials, and prototypes are now more productively allocated.

11. More effective negotiations: Bring about successful outcomes while making no unilateral concessions. Never give anything away unless you’re getting something comparable, or of greater value in return.

12. More effective team selling: Experience the power of a selling team where every member is 100% bought-in to the exact same selling model. Every member always knows where they are in the process and what their exact role is.

13. More accurate forecasting: By achieving meaningful milestones throughout the selling cycle, the projected probability of a deal coming to fruition is within a significantly smaller margin of error. In addition, mechanisms are installed to protect the integrity of the over all forecasting system.

14. Higher activity level per rep: “The greatest motivator for a selling professional is winning”, says Tom Peters, author of, In Search of Excellence. Fresh new tactics and strategies that really work deliver the kind of wins and successes that create a ground swell of excitement and activity.

15. Better internal communication: The consensus gained through effective implementation of an integrated, company-wide selling system and the common language to describe it, ensures every internal conversation between members of the team – managers, reps, sales engineers, consultants, etc. – is more precise and efficient.

16. An overall increase in moral: Optimum morale is attained when your people feel good about and believe in: themselves, their company, their product and their market place. One of the most important benefits of successful implementation an effective sale process is sustainable improvement in all of these areas.

Give me 1 more area that sales training will improve for a chance to win a FREE 30 min. consultation with me…submit your thoughts below…

Michael C. Luker

I have found reading your material very helpful.


Mentoring new sales team members by the veteran sales pros. Both are bound to learn from each other!

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