Many people enter this field without having any formal sales training. Great salespeople often have the natural ability to connect with and persuade others. But it’s often the combination of mentoring and training that genuinely leads them to top-level performance. You have to offer the sales training they need to start them on the right track. Have you done enough to motivate your sales team and prepare them for success?

11 Sales Training Basics Beginners MUST Master

Why is sales training important?

Sales training is important because it can help collectively strengthen an organizations sales team, which can lead to increased profits. Organizations can use sales training to assess their sales teams performance and identify how they can improve.

For example, if an organization notices their sales team can effectively build rapport with prospective sales leads but finds it challenging to consistently close sales, having sales training focused specifically on closing sales can help further develop the teams skills, leading to more sales and additional successful business relationships the future.

11 sales training topics

There are a variety of sales training topics to consider based on your teams needs:

1. Building rapport and maintaining customer relationships

Establishing a business relationship with a prospective customer can provide a positive foundation for a possible sale. In sales training, focus on building rapport and initiating conversations with sales leads to connect with customers. Have your team members practice friendly conversation, demonstrating a sincere interest in what the other person is saying. Making small talk and asking about the customers day can be a simple yet effective way to begin conversation, and encouraging the team to find out what they have in common with customers is a great way to encourage enthusiastic conversation.

2. Handling objections or rejections

In sales, its common for a salesperson to be responsible for cold-calling or sending many emails daily. As such, its important that a salesperson is comfortable with customers potential rejections or objections so that they know how to respond appropriately.

In sales training, consider brainstorming various reasons a potential customer could deny a sale and practice tactics for communicating in those situations. Consider using sales training as an opportunity to act out various scenarios regarding how an employee would respond to an objection over the phone compared to how they might respond if they were with the customer in person.

3. Evaluating competition and industry trends

For organizations to maintain any advantages they have in their industry, its important for them to remain aware of their competition. Sales training provides an opportunity for organizations to reflect on and assess how they compare to their competition.

For example, it can be effective to examine the competitions sales strategies and how they reach their sales goals. Consider conducting research and analyzing the industrys current happenings to facilitate presentations that inform employees about their organizations competition. This type of sales training can allow leaders to communicate industry trends that may influence future sales.

4. Developing and asking specific questions

Effective salespeople ask specific questions to uncover their sales leads specific needs. This allows a salesperson to establish a strong working relationship with the customer from the beginning of the sales process. You might wish to conduct a sales training workshop dedicated to developing specific questions to ask during a sale.

For example, you might lead an activity in which employees can only ask questions when communicating and responding to each other. Encouraging team members to tell a story or provide a sales pitch in this format allows them to practice asking friendly, open-ended questions.

5. Enhancing social media presence

While some sales happen in person or over the phone, many prospective sales leads begin online through networking and social media. A sales training session focused on online marketing can help improve the sales teams social media presence. Encourage your sales team to utilize business social media accounts and professional email addresses when networking and communicating with sales leads. This type of training can remind organizations sales teams of the importance of maintaining credibility online while also remaining consistent with their organizations sales objectives.

6. Improving listening skills

Paying close attention to what prospective customers say can help the sales team identify the customers needs. Developing and enhancing your sales teams listening skills is a great topic to focus on during sales training. You might try a workshop activity in which two members of the sales team take turns talking and listening. Encourage the listener to focus on the speaker and repeat what theyve heard in their own words when its their turn to speak. In this way, you can use sales training to remind the sales team of the importance of listening when interacting with a customer.

7. Identifying sales leads

Effective sales teams are made up of salespeople who take initiative when communicating with customers. As such, sales training is an excellent opportunity to strengthen your sales teams ability to identify sales leads. An organization often finds sales leads online through social media or email networking. Use sales training to review the key data points that contribute to lead becoming a likely customer .

8. Prioritizing promising sales leads

Once a sales team can effectively identify sales leads, consider having a sales training session dedicated to educating the sales team on how to prioritize promising sales leads. While maintaining regular communication with customers throughout the sales process can strengthen your professional relationships, your sales team can generate and drive as many sales as possible by focusing on sales that have the most potential.

To do this, encourage team members to evaluate customers specific needs while assessing your organizations own sales goals and deadlines. Making projections regarding your organizations possible revenue growth can also help your sales team establish criteria regarding how to prioritize sales leads.

9. Practicing sales pitches and presentations

Sales training provides an excellent opportunity for sales teams to refine their sales pitches and their presentation skills. Effective sales pitches focus on specific details that highlight how the sale will benefit the customer. Have your team practice rehearsing sales pitches aloud and revising pitches based on feedback. You might also have the sales team develop well-informed mock presentations by conducting research on a specific topic. These exercises can help the sales team maintain credibility while improving the teams ability to speak with confidence during the sales process.

10. Collaborating with different personalities

While you can find out what you have in common with the customer by building rapport at the beginning of a sale, your team may work with varying personality types throughout the sales process. Additionally, each member of the sales team brings a unique perspective to the team based on their past experiences. Sales training can encourage the team to collaborate and seek advice from team members whose expertise or personality differs from their own. Using sales strategies and knowing how to effectively work with people of different personality types can help a sales team to reach their goals.

11. Understanding how to close a sale

While rapport-building can help your sales team develop prospective sales leads, its important that your sales team can also successfully close a sale. In addition to generating profit, closing a sale can be the beginning of a long-lasting professional relationship. As part of this training, encourage the sales team to create a sense of urgency when closing the sale while assessing the customers specific needs. When a sales team can consistently meet or exceed their established sales objectives, they contribute to the organizations profitability and overall success.


What should be included in sales training?

7 Components of a Successful Sales Training Program
  • Essential sales skills. Even for experienced sales reps, training presents an opportunity to refresh basic sales skills. …
  • The customer experience. …
  • Your products and market. …
  • Your sales process. …
  • CRM training. …
  • Team-building exercises. …
  • Assessment.

What are the four major sources of sales training?

There are basically four types of sales training: inside sales, field sales, service sales, and sales management. Sales training programs are usually grouped into each type.

What are the five method of sales training?

List and briefly describe the 4 major sources of sales training. On-the-job training: Getting trained along with their job. Certification: Training and education to help salespeople develop their skills. Training by supplier: Suppliers of a company provide training to the salespersons about the product technicality.

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