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Mike Lieberman, CEO and Chief Revenue ScientistWed, Mar 22, 2017 4 min read

What You Risk by Not Investing in Sales Training

{}Is your business neglecting sales training? Your sales team is crucial to your business’s success, and if the team isn’t performing at a high level, you could be letting leads get away. This can hurt your bottom line, so it’s crucial to invest in training for your sales team.

You may be wondering why training is so urgent. Here are some of the risks you’re taking by not investing in sales training soon.

You Rely on Outdated Sales Practices

Is your sales team using the same sales practices they’ve always used? The sales field has changed a lot in recent years, and a team that is stuck in the past could be missing opportunities to make sales. To succeed, you need to update your sales practices.

In the past, customers heard about products from ads and if they wanted more information they’d ask a salesperson for help. In some cases, a cold call from a salesperson was the first time a customer heard of a product, and they’d buy it still. While people used to answer calls from salespeople, things have changed.

Today, customers want to do their own research while they’re considering a purchase decision, and they’ll only talk to a salesperson when they’re getting ready to buy. This means that if your sales team is spending a lot of time cold calling, they’re wasting their time. Only two percent of customers want you to call them; the rest will just be annoyed.

Sales training can teach your sales employees how to adapt to the new ways customers buy.

You Lower Morale in the Sales Department

If your sales team is using outdated or inefficient practices, they’re going to have trouble meeting their sales goals. Dealing with constant rejection can make your sales team upset or frustrated, resulting in lowered morale.

Low morale can cause a lot of problems for your business. When employees aren’t happy, they miss more work and don’t perform as well when they’re at work. They miss deadlines, make more mistakes, and argue with their coworkers. This leads to lower productivity, which costs your business money. When employees get really frustrated, they may even quit.

To avoid these problems, invest in sales training. When your employees have the knowledge they need to close sales, they’ll perform better, and they won’t get as frustrated. Plus, providing sales training shows your employees that you care about their success, which can boost their confidence.

Your Employees’ Potential

You may think that training is only necessary for new hires, but all of your sales staff can benefit from training. Your employees are good, but there’s always room for them to get better. Even your top salespeople could get better at their jobs. However, without training, your employees won’t improve. This is a waste of their potential and a missed opportunity for your business.

Training gives your sales employees the knowledge they need to excel at their jobs. For new employees, this may involve learning about your company’s products or learning how to use your CRM program more effectively. For longtime employees, training can be used to refine their negotiation skills and build their confidence. Raising your team’s confidence can help them perform better and close more sales.

Training will teach your employees new ways to sell, but it’s also a great opportunity to work on your team’s soft skills. Soft skills don’t get as much attention as other skills, but they’re very important for salespeople. Soft skills include things like communication, problem solving, focus and time management, and improving in these areas can help your team close more sales.


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.