Sales training for success

The theory and principles behind sales have been practiced since long before the first cave man bartered an item with another. Being part instinct and part ability It does not come naturally to many however so continuous training is essential for companies to maintain and maximise revenue in today’s challenging climate. Employees naturally benefit from both practice and training to maximise their abilities and sharpen their senses.

It is arguable that sales is the most vital function within a business. Every company requires it, and to survive they have to be good at it. Achieving success for sales people on and individual level is to some degree dependent on honing facets of their personality, like the ability to persuade and engage, towards the sales process and also learning established principles in the art of negotiating and closing.

Companies are always trying to achieve greater sales and in finding new methods and techniques for doing so. In boardrooms across the land there will doubtless be executives currently espousing training in closing, or in retention, or in cross-selling. Baffling some of their colleagues and impressing others in the process.

A common question when considering training is what will the return in investment be. This has always proved somewhat of a difficult question, as before ROI can be measured, metrics for measuring it need to be defined. Following this further criterion has to be established such as over what time period does a company want to see results.

To muddy this situation more, external factors such as competitive pressures and market conditions may distort the results further. Such that some executives may feel there is no compelling case for training their staff.

The research organisation CSO Insights compiled a study in 2015 that showed that companies who had excellent sales training performed better in many performance measures than their poorly or no trained counterparts in rival companies.

The better trained sales professionals achieved higher closing and retention rates and had clients that consistently scored them higher in satisfaction surveys. Their employees befitted from this enhanced performance as well as having a more stable sales force, as the better trained staff stayed loyal to their company to greater degrees than the companies who did not place such importance on training.

It is not only sales staff that benefit from sales training, many companies impress the importance on sales skills to all of their staff – not just the ones whose main job role it is. Common approaches are to impress on all staff that selling is everyone’s job. Teaching everyone how to pick up on buying signals, or spot opportunities to cross or up sell, provides a boost to the bottom line and hence benefits the company and all of its staff.

Sales training can be delivered from a beginner to an advanced level and be focused on different types of techniques for completing a sale. Or it can describe approaches for different parts of the sales process, such as lead generation, pitch presentation or closing.

For the remainder of this article we shall look at some of the varied courses offered by The In-House Training Company.

Introductory sales training

Introductory sales training is crucial in forming a focused, cohesive sales team that appreciate all of the goals of the company and are able to achieve sales, while at the same time being an ambassador for your brand and your companies’ values.

How is this type of sales training important for your business?

  • Sales team solidarity. A team that trains together will work much more cohesively together.Starting at the same point and learning together will not only help you to ascertain the strengths of different members of the team so that you know where to place them, but they’ll feel comfortable as a team and work much better together.
  • Making sure everyone knows everything that they need to. Training gives time to new staff members which is dedicated to learning all about the services or products that they are going to be selling. Learning this without distraction ensures that the information is taken in.
  • Teaches about best practice. It is good for staff to know the ‘right’ or legal way to go about things, but much better for you to teach them the company’s best practice, so that service across the board reflects your ethics and mission statement.
  • Promoting innovation. Teaching staff to think for themselves in order to make offers that are within the boundaries of what you as a company can offer, but are tailored to that specific customer. This could be the difference between making and not making a sale and is one of the best skills a salesperson can have.

This type of sales training focusses on the most basic sales skills such as:

  • Identifying potential customers
  • Making cold calls/writing cold emails
  • Giving a presentation or sales demonstration
  • Making a proposal
  • Closing the deal
  • Onboarding new customers, addressing any concerns, making sure they are comfortable and knowledgeable about what they have signed up for.

Your staff can learn the basics in a fun and collaborative environment with this workshop.

Training on dealing with challenging clients

Working with difficult customers is inevitable in sales. Specific training can help staff to be prepared for the different types of difficult customer, learning how to understand their needs and then deliver a deal that both sides are happy with.

Sales training will also teach skills such as active listening – helping the customer to feel listened to and understood – as well as language and behavioural skills that control the most aggressive customer and help the sales representative to take back the upper hand.

These skills can be taught for face to face, phone or social media-based selling. You can get a deeper overview of how to sell to difficult customers as part of our training course.

New business creation training

Learning ways to generate leads is crucial for ensuring a sales professional pipeline is constantly fed with new opportunities. Perhaps your sales team won’t be directly involved in generating leads, but they will be attempting to sell to the leads generated by these methods so it is essential they know where they originated from and the background behind them.

More engaged leads (ie from social media or repeat customers) are going to be easier to sell to than cold calls. Techniques for closing these opportunities should be specifically given in order to fully capitalise on the prime selling opportunities they present.

For a more comprehensive look at new business and lead generation we have the perfect short course for any sales staff.

Wrapping up

Sales training generates results. Studies show that and our satisfied clients are testimony to it. Depending on your organisation and its needs one of our off-the-shelf training packages can fulfil your training requirements. Alternatively our course can be customised precisely to your needs.

To speak with one of our team, please call 01582 714 285 or email

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