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How To Build An Effective Sales Training Program

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sales training

Every business needs a proven sales team to proactively move its products and services in the market. The members of such a sales team are the front-liners representing a brand and business, so it makes sense to train them well to attract more leads and convert them successfully into sales. 🙂

But as most business leaders have the same intention and other companies get creative with their sales strategies and techniques, it can become harder for your sales team to outperform the competition.

Preparing your sales team to be the go-getters in a competitive environment is crucial for your business to grow its market share. So this is where the best sales training tools and effective sales training programs should come in. And while you’re utilizing these tools, developing a training program from scratch can also prepare your team for any situation.

In this business blog article, you’ll learn six tips to help you develop an effective sales training program.

Make Training Always Accessible

Undoubtedly, training is critical for any employee in any department. In fact, many companies hire a training team or assign human resources to develop training programs. However, one mistake businesses make is restricting training to people with poor performance.

The training program should be accessible to everyone as we’re all sell on some level even when we don’t know it happens.

Poor communication can damage brands, so what is key here is for your business to integrate the training program into its learning management software so anyone in the company can access it and use it.

As soon as you plan the training program, launch it on your dashboard and allow your staff to access it whenever. You can add your sales team automatically to this software and let them view the past programs you’ve launched. Those resources can help them grow their knowledge as they get accustomed to the company, especially for new hires.

To ensure that a new sales team member understands the process fully, you should walk them through it as soon as possible. Upon onboarding, you can show them the training resources and platform. They should have access to the courses, webinars, videos, and presentation decks, all of which are part of the sales training program.

Cover All Parts Of The Sales Cycle

Regardless of your sales reps’ experience, you’ll need to train and support them regularly. And one key aspect of your training program is to cover all parts of the sales cycle. To achieve a program that develops any salesperson regardless of skill, you’ll need to develop a program for your entire team in collaboration with your sales manager. The sales manager can identify key areas the training program will address to develop the sales team.

Moreover, while every company can have unique goals and sales strategies, one common denominator is that the customer should be the focal point of the transaction. The sales team should be aware of meeting customer needs and spotting their pain points. While your candidates might have already acquired some soft skills, the next step for them is mastering the sales steps.

Whatever the steps are in your company, these can include cold calling, email blasting, sourcing leads, drafting sales proposals, getting references, performing sales presentations, and closing sales. A successful sales team requires ongoing clarity, including what the company expects from everyone and what success looks like.

Your sales executives should understand how the rest of the sales team functions. Every salesperson has strengths and weaknesses, and the company should provide the best support for the salesperson to shine. In your training sessions, there should be the main skills and supporting skills that a member of your sales team must master.

However, you mustn’t rush the learning process. After all, a sales cycle consists of subtasks and subtasks of these subtasks that can complicate the process even more. Therefore, it’s crucial to let your salespeople take their time in understanding every step.

Apply Positive Reinforcement


Positive reinforcement is crucial to the success of impact training. A sales training program can produce more successful outcomes when your sales staff learn from them. One way to make this happen is to incentivize their learning. How do you provide positive reinforcement so staff commit to their learning?

Use four types of rewards:

  • Tangible
  • Social
  • Token
  • Natural

For example, you can reward employees with extra time off after the training program, buy them lunch, and so on. The key here is to stimulate their interest, so they look forward to attending the sales training program.

Long-term training effectiveness is determined by positive reinforcement. Ensure to be unique with your reinforcement tactics to attract employees to participate in the program all the time.

Assess Your Employee’s Performance

A sales training program can improve your business, and managers must assess the employees’ performance before, during, and after the program. Self-assessment should also be a part of this step, as well as assessing the trainers and other people involved. Doing this allows your training team to identify what aspects work and don’t.

Assessing trainees’ strengths and weaknesses is critical to determine whether the training modules they’ve developed or their methods are effective.

There are different ways to conduct an employee performance assessment. Sales managers can do this before and after the program. One example of evaluating the effectiveness of the training is to let them do a sales pitch or require them to perform sales demos. There is nothing that will sharpen your skills more than hands-on experience. Plus, your sales managers can measure firsthand what components of the sales training are being used by the participants.

Conduct Tests

Written and oral tests also allow the training team to discover whether the program is effective for the participants. There are different ways to conduct these tests. You can distribute these tests through your learning management software or any other online tool. Alternatively, you can conduct these tests after the training session on paper.

In these exams, you must create a diverse set of true-or-false questions, open-ended essays, and multiple-choice exams. The goal here is to check if the trainees have understood the sales training program and your overall process.

Trainers can be unique and creative when conducting tests. They can perform this through question-and-answer portions during one-on-one coaching sessions or make them work together as a group and find a representative who can answer the test on behalf of the entire team.

Provide Feedback

Lastly, an effective sales training program won’t be completely fulfilled without providing feedback to the trainees. The sales managers or team leaders usually accomplish this. This is an excellent opportunity to motivate and encourage salespeople who are demotivated and perform passively in the company.

Sales managers and team leaders can explain what the sales team members need to do to grow by providing constructive criticism. Chances are some salespeople can be in a rut with their sales targets and numbers. By providing feedback, managers can realign their goals with the company’s objectives to motivate them to reach or exceed their quota.

During the entire training program, note the individual performances so you can refer to them during the feedback stage. Your salespeople are as driven to succeed as anyone else on your team, so you should do everything you can to support them at every level of your sales training program.


While meetings effectively get updates and progress reports from employees, they’re not enough to correct or improve your sales team’s performance and numbers. The best way to hone skills and learn new tactics is to create a sales training program that is impactful and effective for your team.

You can use sales tools, different technologies, and strategies to mix the training program up. Remember we all learn using our senses. Most people prefer visual references first and foremost, i.e., using sight to work things out. However, the other senses, like sound, i.e., audition, should also be used in the sales training program. Plus, apply the steps in this blog post to develop a training program that generates results.