Sales training might be something you do for new hires or low performers. However, it’s something you might want to do regularly with your entire sales team. Research shows that companies that prioritize training are 57% more effective than their competitors.

What’s more is that sales training yields an average ROI of 353%, showing just how beneficial it can be.

Kevin Atkinson, the director of sales enablement at Mindtickle, says that in order to improve your training’s effectiveness, you should cover a full range of sales topics. We share his suggestions on what to cover in this issue of PromoPro Daily.

  1. Pipeline management. This topic can be especially helpful for less experienced sales reps. However, everyone on your team should be able to build their pipeline and prioritize prospects based on quality and urgency.

  2. Prospecting and outreach. Sales prospecting and outreach are two competencies that go hand in hand, Atkinson says. He suggests providing training and coaching via verbal and written role plays to help reps practice these crucial skills.

  3. Qualifying leads. It’s important to train your reps how to identify the best leads so they don’t nurture and waste time contacting ones who aren’t a good fit.  He recommends sharing quick quizzes to test reps’ ability to qualify leads. Then you can identify knowledge gaps and follow up with the best coaching.

  4. Call planning. Preparation is key in sales. Help your sales reps plan for calls by providing pre-call checklists or running practice calls for things like discovery calls and closing calls. These will allow your sellers to appear professional, knowledgeable and trustworthy to prospects, Atkinson says.

  5. Building relationships. This is an essential skill because people need to first trust you to buy from you. Atkinson recommends listening to calls with your sales reps and analyzing their behavior. Are they confident? Do they speak with clarity? Look for ways to help them develop skills that can help them earn trust.

  6. Identifying customer needs. According to Atkinson, research shows that nearly 9 in 10 B2B buyers are more likely to purchase if the seller understands their goals. Yet nearly 60% of these buyers say most sales reps don’t take the time to understand their needs and goals. He suggests running training exercises like practice calls or role plays.

  7. Presenting the value of your products. It’s great to be able to describe promo, but don’t just run through a list of features. Your team should also be able to show how promo can help clients achieve their goals. Atkinson advises doing practice demos and role play to ensure sales reps accurately present promo’s value to prospects.

The promo industry is always evolving. Keep your team sharp and help them adapt to changing conditions by expanding your sales training.

Compiled by Audrey Sellers
Source: Kevin Atkinson is the director of sales enablement at Mindtickle, a sales readiness platform.