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Why Sales Training Is Critical to a Company’s Success

In today’s extremely competitive business environment, having any advantage over the competition is useful. One of the most important tools that a company can have to ensure that stay one step ahead is a strong sales team. According to a study cited on the Sales Force Training website, the caliber of the salesperson, is the most important factor influencing prospects’ decisions to buy. So it is extremely important that your company is making the right training investments.

A trained sales team can generate new opportunities which can lead to huge returns for a company. The better trained your sales team is, the better results for your entire company. Use the following sales tips and sales training insights to make your sales team stronger.

  • Sales training enhances the person-to-person connection which is necessary to gain loyal consumers. According to, 71 percent of people base their buying decisions on trust and believability. All salespeople need to thoroughly understand their audience’s wants and needs while also being able to communicate to that audience what the benefits of the products and services their company offers are so that they can truly appeal to the audience and build that necessary loyalty.
  • Communication skills are essential in sales because salespeople must ensure that customers understand the products and services offered. Effective communication skills successfully connect people and processes and are useful for not just the sales professionals but business professionals overall. It is important to note that when offering training to any employee you want them to gain knowledge not just in their field, but also for them to have the opportunity to work on their overall interpersonal and communication skills as well. These abilities are constantly developing and are extremely important. A person can be average in their field, but an excellent communicator with fantastic people skills is an asset to any company.
  • Sales professionals must learn how to recognise what techniques and strategies are not yielding the returns they had hoped for. Ensure that there is some sort of review process in place so that you can pinpoint for yourself strategies and tools that are not effective.

Remember that salespeople are a direct reflection on your company. Continued education is critical to the success of your sales team and should be provided as often as possible. Make sure that you are pushing your sales team outside of their comfort zones. According to, a surveyed group of customers claimed that only 3 percent of the companies they compared effectively differentiated themselves from their competitors. Give your company the competitive edge over the competition by equipping them with the right tools through proper training.

Robert McKernan is a strategist, trainer and mentor with a track record for delivering business growth. His own career started in sales, then progressed to directing high performing sales teams for blue-chip companies. Since 2002, he has offered his one-to-one expertise to businesses and business owners who want to achieve more.


If you’re ready to grow your business – talk to Robert.

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