Skip to content
Mike Lieberman, CEO and Chief Revenue ScientistFri, Mar 17, 2017 5 min read

Bring Your Seasoned Sales Reps Up to Date with Sales Training

{}Your seasoned sales reps are no doubt assets to your company. After all, they’ve been with you for a long time, so they are intimately familiar with your company’s unique processes and procedures. They know your clients and have had the time to build meaningful relationships with them. And they have tons of sales experience under their belts.

Unfortunately, your seasoned sales reps might also be stuck in their ways. Because they’ve been in the industry for so long, they might be stuck in the past—in the old way of doing things. And this could hinder their performance and, in turn, reduce your revenue.

The fact is that new sales people aren’t the only ones who need sales training. Though sales training is a must for any successful onboarding program for new reps, it’s also highly valuable to seasoned sales reps. Here’s why.

They’re Still Using Old-School Selling Strategies

Seasoned sales reps who have been in the sales industry for decades started selling when the world was a completely different place. They started selling when cold calling was the norm—the best way to generate new business. When they first started, their training was based on “never taking no for an answer.” Acronyms like FAB (Feature, Advantage, Benefit) and ABC (Always Be Closing) were drilled into their heads.

As a result, seasoned sales reps might still be using these outdated sales acronyms and mindsets to pressure clients into submission. They might still think that persistence, aggression, and manipulation are key to making sales. Unfortunately, this can do significant harm to your business, forcing you to lose out on valuable sales opportunities.

Buyer Behaviours Have Changed Since They’ve Been in the Field

Today’s buyers don’t respond to old-schoolselling strategies because they don’t buy the way they used to. The internet completely revolutionized the buyer’s journey. Buyers today avoid aggressive sales people at all cost and choose to purchase their products or services on their own terms, at their own leisure. They go through the majority of the buyer’s cycle on their own. And they reach out to your sales people if and when they’re ready: they won’t have it any other way.

They Need to Get in Sync with Modern Buyers

When the way your seasoned sales reps sell clashes with the way consumers buy, they’re going to struggle to make sales. They need to come to terms with the new buyer behaviours, get in sync with today’s buyers, and adapt to today’s buyer habits.

That means they must understand why their old-school selling tactics don’t work anymore. They must do away with the strategies that they’ve used for decadesin order to find new ways to sell that matches the habits of today’s buyers.

This is can be tremendously difficult. Your seasoned reps might not know of any other way to sell. They might have no clue how to sell to today’s consumers. They might not know how to be social sellers, how to become thought leaders, or how to create a positive inbound experience that offers value in the sales process.

That’s why they need sales training, too. A sales trainer who is well-versed in modern buyer behaviours, the new buyer’s journey, and the inbound methodology will be able to get your seasoned sales reps on board with the new way of selling. Sales training will be able to offer knowledge, tools, strategies, and processes required in sales today. A sales trainer will be able to provide new, more effective ways to sell that are in sync with today’s buyers and that will produce better results.

With sales training, your seasoned reps will be able to adapt to the new way people buy, so they can enhance their sales performance and start closing more deals and bringing in more revenue.


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.