Using Training & Coaching to Empower Your Sales Team

Training and Coaching your sales team is what makes the difference between good and great...

What sets top salespeople apart?

In many organisations, a few standout sales performers drive most of the revenue. What sets these top performers apart, and how can their strategies be shared with other reps? To answer these questions, Gartner conducted a survey of over 6,000 sales reps, analysing star and average performers across 44 different attributes. The findings unveiled five distinct profiles of sales professionals, each defined by specific skills and behaviours that shape their customer interactions.

The most prevalent rep profile is the “Relationship Builder,” and this makes sense to most sales leaders. These reps have enjoyable conversations — they seek to satisfy customer demands and resolve tension. However, this sales rep profile has the lowest proportion of star performers, at only 7%. 

Average or core performers comprise similar amounts across all five types. However, when compared to actual sales performance, one profile dramatically exceeds the others in the likelihood of achieving star performance: The Challenger^TM.

On average, nearly 40% of star performers were Challengers. In complex sales situations, that number rose to 54%.

Whether sales reps are Challengers or not, the approach they use to engage the customer with information is crucial for driving sales success. With the vast amount of information available in the marketplace, salespeople play a key role in helping customers navigate through sources, address any contradictions, and effectively weigh trade-offs.

In 2019, Gartner research identified three seller approaches to information and highlighted one standout winner: Sense-Making. The Gartner Sense-Making approach focuses on sharing information thoughtfully to guide customers towards a clearer, more rationalised view of their purchase decisions. Customers working with Sense-Making salespeople are less likely to be sceptical and more likely to feel confident in their decision-making process. This ultimately leads to a higher percentage of high-quality, low-regret deals than other approaches.

No matter the individual personality profiles, traits, skills, or background of your sales team members, incorporating sales training and coaching is essential for enhancing their success.

Understanding the Importance of Sales Team Training

Sales team training plays a crucial role in taking your team from good to great. It provides the foundation for developing the necessary skills and knowledge that enable sales professionals to excel in their roles. By investing in training, you are empowering your team to reach new levels of success.

Sales training is not the same as product training.  Being able to run through a list of product features and functions does not get salespeople very far with prospects and customers. Of course, product training has its place, but don't limit training your sales team to only product training.

One of the key benefits of sales team training is that it helps your team members gain a deeper understanding of the problems your products and services solve. They become well-versed in the value propositions and the results customers can expect from your products and services. This allows them to effectively communicate and sell to potential customers. Training also equips them with the knowledge of your target market, enabling them to identify and engage with the right prospects.

Another important aspect of B2B sales team training is the development of essential sales skills. Training programs cover many skills, including prospecting, lead generation, negotiation, objection handling, and closing deals. By honing these skills, your sales team members become more confident and capable in their customer interactions, leading to increased sales performance.

Designing a Customised Training Program

To maximise the effectiveness of your sales team training, it is important to design a program tailored to the specific needs of your team. One-size-fits-all training may not address your sales professionals' unique challenges and requirements.

Start by conducting a thorough assessment of your team's strengths and areas for improvement. This can be done through performance evaluations, feedback from customers, and input from the sales team members themselves. Identify the specific skills and knowledge gaps that need to be addressed through training.

Once you have identified the training needs, you can then design a curriculum that covers the necessary topics. Consider using a combination of different training methods, such as online courses, workshops, role-playing exercises, and mentorship programs. This variety helps cater to different learning styles and ensures maximum engagement and retention of information.

Additionally, involve your sales team members in the training program design process. Seek their input and incorporate their suggestions to make the training more relevant and impactful for them. This collaborative approach fosters a sense of ownership and commitment to the training program.

Implementing Interactive Training Techniques

Interactive training techniques are key to keeping your sales team engaged and motivated throughout the training process. Passive learning methods, such as lectures and PowerPoint presentations, can be monotonous and less effective in retaining information.

Consider incorporating interactive elements into your training sessions, such as group discussions, case studies, role-playing exercises, and simulations. These activities encourage active participation and provide practical opportunities for your sales team to apply their learning in a safe environment.

Another effective technique is gamification, which involves turning the training into a game-like experience. This can include quizzes, challenges, and rewards for achieving specific milestones. Gamification adds an element of fun and competition, making the training more enjoyable and memorable.

It is also beneficial to provide ongoing support and coaching to your sales team during and after the training. This can be in the form of regular check-ins, feedback sessions, and one-on-one coaching sessions.

Continuous reinforcement of the training concepts helps solidify the learning and ensures its application in real-world selling situations.

Measuring the Impact of Training on Sales Performance

To determine the effectiveness of your sales team training, it is important to establish key performance indicators (KPIs) and regularly measure the training's impact on sales performance. This allows you to identify areas for improvement and make necessary adjustments to the training program.

Some common KPIs to consider include sales revenue, conversion win rates across the pipeline, average deal size (including discounts and transactional costs), and sales cycle length. By tracking these metrics before and after the training, you can assess the training's impact on the team's performance and identify any gaps that need to be addressed.

Additionally, gather feedback from your sales team members about their perception of the training program. Conduct surveys or hold focus group discussions to collect their input on the relevance, usefulness, and effectiveness of the training. This feedback can provide valuable insights for refining and improving future training initiatives.

Remember that measuring the impact of training is an ongoing process. Regularly review and analyse the data to make data-driven decisions and continuously improve the training program to meet the evolving needs of your sales team.

Continuously Improving Training Strategies

Sales team training is not a one-time event but an ongoing process. To keep your sales team consistently performing at their best, it is important to continuously improve and refine your training strategies.

Stay updated with the latest industry trends, sales techniques, and best practices by attending conferences, workshops, and industry events, as well as relevant publications, blogs, and podcasts.

Regularly assess the effectiveness of your training program and solicit feedback from your sales team members. Use this feedback to identify areas for improvement and make necessary adjustments to the training curriculum and delivery methods.

Additionally, encourage a culture of continuous learning within your sales team. Provide resources and opportunities for ongoing development, such as access to online courses, mentorship programs, and skill-building workshops. Foster a growth mindset that values learning and encourages your team members to continuously enhance their sales skills and knowledge.

By continuously improving your training strategies, you can ensure that your sales team remains motivated, skilled, and equipped to deliver exceptional results.