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Mike Lieberman, CEO and Chief Revenue ScientistTue, Mar 21, 2017 4 min read

Why Businesses Need to Prioritize Sales Training

{}The business environment is extremely competitive. Creating a strong sales team is an effective way to ensure that you stay one step ahead of the competition. Your sales people’s success is vital to your company’s success. Their skills influence buying decisions.

Making the right training investments can improve your sales team’s abilities, which can generate huge returns for your business. The better your sales team is trained, the better the results you’ll receive.

Here are some reasons why you need to prioritize sales training. 

Teach the Sales Methodology

Sales people who use trial-and-error, hit-or-miss approaches to selling are doing themselves—and your company—a disservice. Teaching them to use a proven sales methodology can help ensure repeatable, scalable results. Your reps will have a roadmap and key strategies to use in any given sales situation in order to ensure success. “Winging it” simply isn’t an option in sales.

Improve Their Communication Skills

Without effective communication skills, your sales people will struggle to convince prospects to buy. Sales training can help them foster key communication skills such as active listening, so they can begin to truly understand what prospects want and need. They’ll also learn how to ask the right penetrating questions. And they’ll learn how to communicate with diverse types of prospect personalities.

Sales training will also help them understand how to show value, rather than just quoting prices. It can teach them how to produce winning proposals that will win over prospects.

Help Them Overcome Objections

Virtually every potential sale will come with one or more objections. It’s up to your sales reps to successfully overcome these objections to close deals. Unfortunately, untrained sales people will simply agree with the objections that are brought to the table and stop trying to sell, resulting in lost opportunities.

Sales training can help your sales people anticipatecommon objections ahead of time and develop sound techniques to overcome them.

Help Them Develop Administrative Skills

Though sales people would prefer to be out selling at all times, the reality is they’ll be required to do some administrative work. If they overlook administrative tasks, such as tracking sales activities, updating contact information, and analyzing ratios, they won’t be able to sell as efficiently or effectively.

Sales training can help them better manage their time, increasing their organizational skills to help them use sales tools and technology to their advantage to automate some of these tasks.

Help Them Become More Resilient

Many sales people take it personally when prospects say “no.” Rejection lowers confidence and sales peoplefail to persist with their prospecting activities. If they give up on the first contact however, they’ll rarely make any sales.

Training can help make them more resilient. It can help sellersdevelop strategies to capture prospects’s attention and position themselves favourably in front of prospects to maximize opportunities for sales.

Teach Important Negotiation Skills

Negotiation is a critical sales skill that all sales professionals must acquire. Not often will you have a prospect who agrees to all of your terms and is eager to sign on the dotted line. Rather, prospects will push back and make demands of their own.

Your sales reps will be trained to develop negotiation skills rather than see these situations as a source of conflict that should be avoided. They’ll learn how to effectively form commitments and agreements through the art of compromise.

Turn Them into Closers

How many times have your sales people lost the sale at the last moment? If they don’t know how to close, you will lose out on significant sales opportunities, and this isn’t good for business. With sales training, your reps will learn how to identify buying signals to understand when it’s timeto close the deal.


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.