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How To Choose The Right Sales Training Program

Now that most sales motions are happening digitally, it’s never been more important to invest in your team’s digital selling skills.

The easiest way to achieve this is by investing in a digital sales training program that will standardize and formalize the way your revenue team’s prospecting, account growth, and account retention efforts.

Your efforts to modernize the sales process should be supported by the entire organization, from the top-down. Everyone needs to be on board, from your revenue leaders down to your frontline sales reps. The sales training program you choose should also be integrated within your existing oversight and coaching framework.

This way, everyone in your sales team can properly receive the sales coaching and guidance that they would need to succeed.

Your organization’s leadership committee also needs to be involved. As this might be new information to them, they might not see the need for digital sales training. By involving them in the process, they can better understand why a digital sales transformation is necessary. 

But how can sales leaders choose the right sales training program for their organization?

What makes a good digital sales training program

There are dozens of sales training programs available for all types and sizes of businesses, focusing on different aspects of the sales process. With so many options available, choosing the right one for your team can be daunting.

Here are four criteria that you should consider when deciding on a digital sales training program for your organization.

A good digital sales training program…

1. Should Sufficiently Address Skills Gaps
To create a tangible impact in your organization, start by identifying the most prevalent sales skills and performance gaps that your revenue team is facing. This is how you can find opportunities to upskill the members of your revenue team. Here are some of the most common issues that should be addressed immediately:

  • Lack of communication skills: Communication is a two-way street. While most sellers are great at talking, not all sellers can listen well. The best salespeople actively listen to their prospects, asking intelligent questions and using both verbal and nonverbal means to get their customers to warm up to them. Low performers usually spend at least 70% of their calls and meetings speaking.
  • Lack of preparation for sales conversations: You’d be surprised at the number of sales representatives who go into sales calls and meetings without a back-up plan or even a specific objective. There are even sellers who take on calls without knowing anything about the prospect or how your product would specifically benefit the customer.
  • Lack of a prescriptive sales process: Your whole revenue team needs to be consistent when it comes to your sales process. You can’t have a seller skipping certain steps or adding unnecessary ones—that’s how they can miss important tasks like following up with leads or sending email sequences. Even the smallest inconsistency or inefficiency could affect your whole bottom line. 
  • Lack of social selling knowledge: While the term social selling is well-known, not all sellers are aware of the techniques and best practices it involves. They might know that LinkedIn can be used for networking and prospecting, but they don’t necessarily know how to do so. And if your organization doesn’t have a prescriptive process for social selling, it’s pretty much like the blind leading the blind. Which leads us to the next point…

2. Should Teach Social Selling Skills
In this age of digital networking, social selling is no longer optional, but a must-have. It’s an incredibly important skill set that drives actual pipeline and sales. And with pipeline creation being one of the most crucial aspects of the sales process, your team needs to utilize all tools and resources at their disposal.

3. Should Be Incorporated Into Your Existing Sales Process
Training wouldn’t produce results if it’s not aligned to your company’s goals, values, and strategy. That’s why the concepts that will be taught in your chosen sales training should be integrated into your existing sales process to make it more efficient and effective. A good digital sales training program should optimize your sellers’ style, adjusting specific actions for better results instead of dictating a non-negotiable list of things to do per situation.

4. Should Be Reinforced for Optimum Learning
Reinforcement of skills is also important, as long-term growth is rarely produced by one-time training. Learnings need to be applied, and tested, a feedback loop should be established, and sales managers should be able to provide coaching and mentorship.

Wrapping It Up

When it comes to your sales team’s performance, there’s always room for improvement. A good sales training program is necessary for developing your sellers’ skills, tapping into their expertise and talent to increase sales and profits, drive growth, and cultivate a high-performing work environment. 

While there’s no harm in investing in marketing, recruitment, or tools, companies shouldn’t forget about their current sales force—your most important asset and revenue-driver. By enabling your sellers’ transformation into high-performing salespeople, you’ll be better equipped to blast ahead of your competition.

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