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Mike Lieberman, CEO and Chief Revenue ScientistThu, Apr 28, 2016 4 min read

5 Reasons Why Even Your Sales Manager Needs Sales Training in 2016

{}Sales managers often go through sales management training, which helps them with generalized leadership skills, strategic sales coaching, and management competencies. But the most effective managers don’t just lead and coach in a general way and they don’t just have an executive presence. They use targeted, up-to-date sales education and information to guide their sales teams to better performance.

When your sales manager knows how to sell effectively, then your sales team has a better chance at success. And you can accomplish this by enrolling him in sales training.

Here’s why even your sales manager should take part in sales training this year.

1. The Sales Manager Is a Key Change Agent

When you are looking to change strategic direction, like switching your corporate focus to inbound instead of outbound, you could get resistance from your sales team. Without a solid, capable, and committed manager guiding your sales people, your sales reps might just stay the course and refuse to make changes to their methodologies, strategies, and techniques. The sales manager is a key change agent, and you need him on board when you change the way you sell. And armed with the necessarily skills, knowledge, and tools thanks to sales training, your manager can lead your sales team toward much-needed change.

2. Coaching Should be Focused on Specific Selling Tasks

A sales management course might help your manager have better and more effective conversations with his reps, but if you want to truly improve sales performance, then you need a manager who can provide sales coaching that is based on specific selling tasks, like creating the perfect sales pitch, selling better over the phone, or social selling, for example. And for your manager to do this, he needs to know about how to sell effectively in 2016. Otherwise, he’ll be coaching your reps to use outdated and ineffective sales tactics that just don’t work anymore.

3. Today’s Sales Process Has Changed

Selling today is unlike sales of the past. The sales process has drastically changed in the past few years. It’s now focused on the customer, on education, and on relationships, rather than on sales. If your manager has been in the game for a long time, he might still be using strategies and techniques that just aren’t effective anymore because they’re not in line with the new way people buy. He might be using the same methodologies he learned years and years ago, because they used to work for him.

Sales training can build upon your manager’s sales knowledge and experience while helping him learn the new sales process and sales techniques that will close more deals, so he can better guide your reps to become great inbound sellers.

4. Sales Is Constantly Evolving

As we just mentioned, the sales process has changed. Not only does your sales manager have to get on board with the new selling methods of 2016, but he must also keep up with new opportunities, challenges, and trends in the industry. And every year, there are new ones popping up. With sales training, your manager can be equipped with the right knowledge required to gain an edge over the competition, to take advantage of every opportunity, and to easily overcome every challenge in the industry today.

5. Better ROI

It shouldn’t be surprising that organizations that offer sales training to their managers yield a higher ROI than those that focus only on rep training. Think about it: if you train one sales rep, then you only improve the performance of that one sales rep. But if you train one sales manager, then you can improve the performance of the entire team and all of the new reps that come on board.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.