The Art of Sales: Why Are Sales Training Programs Invaluable?


Sales is an art. Does this art interest you? Probably that is the reason why you are here. Today we will talk about sales training programs and their values in business and even more.

“People buy from people; they don’t buy from the perfect pitch, script or canned demo. The more real and transparent you are with them, the more real and transparent they will be with you.” – John Barrows.

There is a very good reason to start this article with a quote from John Barrows.

And who is John Barrows?

He happens to be a very popular and successful sales trainer. Mr. Barrows has built up quite a record for himself. He has worked with some of the most famous companies in the world like Google, LinkedIn, and Box, etc. In addition to understanding how sales work, he also is a remarkable teacher.

As a result, he is one of the most sought out sales trainer by professionals. But what drives the demand for John Barrows in the industry and many others like him? To understand thoroughly the topic of sales training, it’s important to grasp the basics.

What are Sales Training Programs?

Sales training aims at improving the skills and knowledge and confidence of the seller in order to help him/her achieve maximum sales.

Sales training programs include things like methods of better communication with the client, better recognition of what the customer needs and how to generally improve the relationship between the clients and the sellers. The main task is to better the sales performance and increase the close rates of sales professionals.

In the cut throat environment of the sales profession, it is crucial to learn how to retain the trust of the clients. This cannot be done by following dishonest strategies. Building relationships that are long-lasting are ultimately dependent on trust. Good sales training programs also help people to gain knowledge on how to handle clients in an ethical manner.

Importance of sales training programs

1. Effective Communication

This one may be a bit of an obvious point to make. Many sales people may possess an extrovert personality that help them in communication with clients BUT effective communication is a valuable skill to be learned.

Really listening to the customer and getting an idea of what the customer actually wants or needs, asking the right questions at the right time and moreover making the experience cater to them and not making it about the seller is something that is essential. Obviously, training will help the novices to gain an idea on how to speak to clients from a diverse population and people coming from various different backgrounds.

2. Administration skills

Sales is not just about interacting with people. It is also important to develop administrative skills such as analyzing closing ratios, maintaining correct records, keeping a track of day-to-day performances.

3. Revenue increase

It is understandable that the sales department is an important part of revenue generation. Implementing sales training programs results in trainees knowing better on how to make the right offer of the right product at the correct time. Saves a lot of cost if salespeople are supplied with proper guidance.

4. Maneuver objections

It is a known fact that every sales process will inevitably hit upon many objections from the customers which can result in them not buying the product. The customer is God! A good sales professional should always expect such situations and be well-equipped to handle them. A salesperson without proper customer service training may not know the useful strategies in overcoming these anticipated objections.

A good sales team helps the image of a company greatly.

Design of an effective sales training program

Even though it is widely understood that sales training programs are useful for an organization, not every program is bound for success. Research shows that only a small number of sales training programs exceed people’s expectations.

So, what constitutes a great sales trading program?

1. Evaluation

It is important to understand what kind of sales training program already exists in an organization before implementing a new one or making improvements. The reason behind this is the assessment on what kind of material was being learned, how it was taught, and how successful was these approaches. This would help in deciding the best program for the sales team. New plans are built around what works best for a company.

2. Team Communication

It is important for the team to know what is expected of them and what are the target goals. Training can be beneficial to build up motivation, improve the foundation upon which to base new skills. Every successful program needs to make sure that the entire team is on the same page.

3. Boosting up

No learning is complete without practical application. Live training sessions help the trainees to implement what they have learned and gives them a chance to step out of their comfort zones and challenge themselves. Many role-playing exercises, delivering sales pitches and practicing to overcome objections are extremely helpful to newbies. This phase is crucial for achieving long-term impact.

4. Assessment

It is useful to obtain feedback from the team after the training program is over. By considering their reactions, better planning for future workshops can be undertaken. Overall retention of knowledge and application of new methods in the workplace and their impact on sales will be the judge on the success factor of a sales training program.

Different types of sales training programs

It is easier for the manager of an organization to choose the type of sales training program if it is of common knowledge of the different types of training that are available.

1. Employees who are absolutely new to sales

New employees need an amount of time to get the hang of the basics of sales. Communication, proposal writing, negotiations, handling or moving around objections, making sales calls, etc. constitute the fundamentals of sales and are a part of the initial training. In fact, failure with customers and 100s of questions can cause a lot of stress. Thus, knowing how to manage stress is a must have skill for a sales person.

2. Vendor differential training

The components of vendor differentiation training differ from organization to organization. It focuses on why the customers should buy from your company and not from anybody else. It is essential to convince customers that a certain company is the best available option in the current market. This type of training is certainly an ongoing process and its strategies will change anytime the organization produces new products and/or offers new services.

3. When the product is new

When the products of your company have latent demand, that is, when the product is new to the market and customers don’t realize whether they need that product or not. Sales training on-demand creation is the correct choice in such situations because your product needs to be sold. Get Product Training and see your products being sold right away!

Do you think you or your team needs sales training programs? Why don’t you invest some time in that? We make sure it will be a useful investment.

For any training need, eMail us at or call at +91-95.5511.5533


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