Sales training is a critical process, which ensures that a company is not misrepresented by its staff. Effective training improves performance, builds a team and, ultimately, leads to more revenue for the company as a whole. Sales training programs are customized to work effectively with a specific company's products and services.

Team-Building Objectives

This is different for every company. Large sales teams use team-building exercises to drive positive energy and results to the entire group. Team goals and incentives create an environment that's competitive, but everyone is still working toward common goals. This creates motivation for team members to work together to help each other.

Understanding Goals and Compensation

Clear goals and a thorough understanding of compensation structures are important training objectives. Making this information available immediately and demonstrating the ability to earn through goals and performance incentives will motive employees while increasing their attention to the remainder of your training program. It also answers important questions while minimizing future conflict within the organization.

Company Messaging, Education and Brand Safety

Consistent messaging that represents the company well is a key objective for sales training. This involves educating the employees on the products, services, features and benefits while painting a clear picture of the company message. Set boundaries to ensure employees stick to the facts while setting realistic expectations. Some companies use sales scripts while others allow for more personal style. Blacklisting common false claims is also a good safety measure. Additionally, publish a brand safety guidelines sheet to ensure sales reps stay within the company messaging.

Prospecting and Pipeline Management

In some organizations, prospecting and sales are separate processes. If reps are responsible for generating leads, they must learn how to find prospects, write sales emails, cold call and engage the prospect. Every lead must enter a pipeline and sales reps will need to learn your CRM. Entering and tracking leads effectively in a CRM is a major objective that prevents losing potential sales due to simple errors.

Pitching and Closing Deals

After teaching the features and benefits of products and services, learning to form a pitch and close sales are the most important objectives in a training course. Start pitching off a script but consider allowing for leeway as sales people find their style and get comfortable presenting. Perfecting the pitch and learning to drive for the close is the ultimate goal. Hard closing and soft closing are both styles to consider and test.