Sales Training Must be a Continual Process, Not an Event

Michele Warg
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Ongoing high-quality sales training is the key to a successful sales team. The best sales practices change over time, and sales reps need up-to-date knowledge about the industry to continuously achieve success. A program of continual instruction helps salespeople stay on top of their game. Fortunately, technology makes it easy to offer regular sales training opportunities. Here are a few items to focus on when developing an ongoing training program.

Product and Service Knowledge at the Expert Level

Sales professionals need to stay up to date on all the details of the products and services they sell. During sales training sessions, provide information updates on specific products as well as information about the latest industry trends. Make sure that sales reps understand how your products benefit individuals and businesses so they can effectively inform clients of these benefits. As new uses for your products or services develop, share these right away as part of your ongoing training program. Today's sales leaders need to be able to inform customers first and sell second.

Accessing Information Quickly

No matter how comprehensive a sales training program is, it can't cover every single question a client might have. Therefore, training also needs to incorporate information on how sales reps can quickly find the answers to questions using available technology. Being able to get answers quickly gives clients more value for the time they invest into learning about your products or services. Continual training helps salespeople become experts at accessing information and answering difficult questions, which ultimately helps them close more sales.

Understanding the Competition

An informed sales professional is knowledgeable about products and services offered by the competition and how your products compare. This knowledge makes it easier to sell the benefits of your products to buyers. Provide updated information about competitors and their operations during sales training sessions to ensure your team is equipped to handle all types of objections.

Understanding Clients

Salespeople must have an ongoing understanding of their clients. Help sales reps with understanding buyers better by including information about researching clients, developing active listening skills and expressing empathy into your sales training program. Sales leaders must also know how to stay connected with clients as well, and refreshing these skills can prevent them from relying on outdated sales techniques that no longer work well.

Think of your sales training program as a continual process that keeps your sales force on its toes and helps them stay current with the information they need to succeed. Offer sales training that helps your sales team with understanding buyers and competitors better. Remember that the right sales training leads to success, and successful sales reps are more likely to stay with your company and provide long-term value.

Photo courtesy of Stuart Miles at


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