Training and Coaching
Sales training guide Topics and methods for success
By — On August 4, 2025
It’s a fact: Sellers who receive ongoing sales training perform better than those who don’t. Here’s everything you need to consider when it comes to delivering sales training that pays off in the long run.
Summary
The market for sales training is nearly $4.6 billion. And while the sales training continues to grow year after year, many organisations still find that their sales training efforts fail to deliver long-term results. That’s likely because they’re relying on old-school training methods that once worked years ago. But simply providing sellers with a few-day onboarding or training programme simply won’t cut it anymore. Instead, if organisations want to deliver truly effective sales training, they need to redefine what sales training means to them and deliver ongoing training, enablement, and coaching that addresses sellers’ skill sets.
Training is an important part of life. Think about it.
Wish your dog would “sit” on command? Train it. Is your preschooler ready to cruise on that new bike? Strap on those training wheels! Committed to running a marathon? Better follow that training programme.
And let’s not forget about literally every sales job out there—onboarding and ongoing training are a must. Sales training on day one is just as important as sales training on day 101 and every day that follows.
What is sales training?
Sales training comes down to teaching reps the most successful selling techniques, skills, and information that they’ll need to have informed conversations with prospects and close deals. This includes everything from product and services, soft skills, and solutions. We’ll dive into those a bit later, but let’s talk about why sales training is so important in the first place.
The importance of sales training
A solid sales team is the lifeblood of your company and the bridge to your customers. And in order for your sales team to help grow the business, they have to be properly trained. Let’s take a look at some of the top reasons why sales training is important for every organisation.
Trained reps lead to more sales
Consider this: Are you more confident doing things the first time or more so after practice and training? A well-trained sales rep can better influence potential and current customers when they know how to best approach them, ask the right questions, discuss their needs, and offer the right solutions. That’s because they have more confidence in their sales tactics and strategies. They’ll also provide the level of service needed to gain loyal customers—and results. Still don’t believe us? Then consider this: The Aberdeen Group found that companies with successful sales enablement and training programmes have 32% higher sales team quota attainment, 24% better individual rep quota attainment, and 23% higher lead conversion rate.
Empowered reps are happier reps
It’s a no-brainer that happy reps lead to happy customers. Providing ongoing opportunities to train and learn new skills is a smart way to motivate, engage, and empower your team. It shows you’re invested in their success as professionals and valued team members, with the potential to regularly play a part in the success of the company. In fact, companies with better sales training programmes only see 11.9% of rep turnover compared to a rate of 19.5% in organisations with less than satisfactory sales training.
Knowledgeable reps improve the customer experience
An investment in sales training improves interactions with customers, builds better relationships, and has a positive impact on customer service. Sales training provides a way to improve skill sets and learn new strategies and technologies—and all of this is useful when working with both prospects and customers.