Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Why There’s No Substitute for Sales Training

First let me say that we love it when SellingBrew Playbook subscribers ask questions through our Ask the Network feature. These questions not only provide our editorial team with valuable insights into the concepts and topics that require further clarification, it’s extremely gratifying to help our subscribers with the specific issues they’re struggling with day-to-day.

But recently, we’ve been fielding some questions about sales training that illustrate just how easy it is for companies to rationalize not doing it. Here are a couple of examples:

  • Shouldn’t product training count as sales training?
  • If we hire experienced reps, won’t they already know what to do?

I wish I could say that these were one-off questions and isolated sentiments. But unfortunately, the rationalizations inherent in these questions are all-too-common when it comes to sales training.

A lot of companies mistakenly believe that they’re investing time and energy into sales training when their product managers stand in-front of the sales team talking about the latest speeds, feeds, features, and functions. Because it’s training, and because the audience is sales, these companies figure they can check the box on sales training—even though the information being conveyed is usually only tangentially related to how and why prospects decide to become customers.

And, there are a lot of companies who mistakenly believe that because they only hire salespeople with years of experience, sales training would be redundant and a waste of resources and time. Even though these years of experience may have been in completely different markets, with different customer and competitor dynamics, these companies figure that the experience will nonetheless enable reps to figure it all out for themselves…eventually.

Product training is important, of course. And sales experience is certainly a valuable asset.

But as convenient as they may be for rationalization, neither of these things are effective substitutes for real sales training.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Effective Sales Enablement

    The concept of "sales enablement" can be somewhat confusing. While there are different definitions, our research has identified a number of core themes and best practices that spell success.

    View This Webinar
  • How To Deal With Inflation

    With all that's been happening over the last few years, inflation was bound to catch up with us. So what should we be doing differently to deal with the rapid inflation we're seeing on so many fronts?

    View This Webinar
  • Seven Building Blocks of Sales Effectiveness

    In sales, it can be challenging to know where to focus your attention and resources. This guide provides a framework of the seven areas where improvements have the most impact on close rates, cycle times, deal sizes, and margins.

    View This Guide
  • Igniting Revenue Operations for Growth

    In this Express Guide by Alexander Group, learn how growth companies are evolving Sales Operations into the emerging field of Revenue Operations (RevOps), which is taking on broader responsibilities.

    View This Guide