Skip to content
Mike Lieberman, CEO and Chief Revenue ScientistTue, Oct 24, 2017 5 min read

7 Things to Look for in a Sales Training Specialist

{}Sales training can enhance confidence and morale in your sales department. It can boost sales performance. It can increase sales and revenue. It can transform your sales team.

To get the highest ROI from an investment in sales training, however, you need to get the right training specialist. Not all training programs are alike, and a program’s effectiveness often comes down to the trainer.

To get the most value from your program, here’s what you need to look for in a sales training specialist.

1. Expert Communication Skills

First and foremost, any good specialist will be a world-class communicator. Your trainer needs to be able to share a lot of information in a short period of time—while ensuring it’s engaging, coherent, and informative. Regardless of how great the training materials are, they won’t be of value if they aren’t effectively communicated in an easy-to-understand way.

2. An Engaging Personality

Nothing will make your sales reps’ minds wander faster than a boring speaker. And if your reps’ minds wander during training sessions, they won’t retain any of the vital information you’re trying to teach them.

Your training specialist should have an engaging, enigmatic personality that makes sales people sit up and pay attention.

3. Real-World Experience

As you know, sales is a unique and complex industry. Unless you’ve walked the walk, you won’t truly understand what it’s all about. The best sales trainers were once sales people—and perhaps even sales leaders—themselves.

This not only ensure the trainer can truly understand the common challenges, obstacles, and learning needs of sales people, but it also adds trust and credibility. Your sales people will be more likely to trust—and listen to—a sales trainer who has extensive sales experience.

Better yet, try to find a sales training specialist who has worked in your specific industry. This ensures the exercises, case studies, and examples are more relatable to your reps, allowing for higher learning.

4. An Understanding of the New World of Sales

Buyer behaviours have changed. The buyer’s cycle is vastly different than it used to be. And the sales process must change too. Your sales reps need to adapt to the new way customers buy if they’re going to succeed in the world of sales today.

Your sales trainer shouldn’t offer old-school selling tactics and strategies during training. Instead, he should be teaching your sales people about the inbound selling methodology, new buyer behaviours, and how the sales role has changed.

Make sure your sales training specialist is up to date on the new sales process, current sales trends, and evolving buyer behaviours for a higher ROI.

5. A Customized Solution

There’s no such thing as a one-size-fits-all sales training program. At least, there shouldn’t be. Every company will have unique sales challenges to resolve. Every sales team will have distinct needs and struggles. A great sales trainer tailors the program to meet the needs of all stakeholders involved, including the company as a whole, management, the sales reps, and the customers.

A customized solution is required in order to see the highest ROI.

6. A Dedication to Continuous Learning

A sales trainer should show a dedication to continuous learning by keeping up with current best practices and sales trends. However, a great trainer also displays this dedication through the understanding that ongoing training is more effective than one-time training sessions.

A good sales trainer will offer a series of training activities to be completed by the sales team for several weeks or months after the training sessions are complete. This allows for better retention of information, and in turn, better sales performance.

7. Engaging Teaching Style

The best sales training specialists use an experiential training process, rather than a classroom lecture. They use gamification, encourage group discussions and participation, use learning aids, partake in role playing, and focus on hands-on learning.


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.