It’s time to revolutionise your sales strategy and drive your team to success!
To build this list of robust sales training techniques, we spoke to:
- Emily Bair, Head of Sales Enablement at Cognism.
- Shivan Pillay, Sales Coach & Trainer at Cognism.
Together, these sales leaders shed light on transforming your team into a powerhouse of efficiency.
This is no average sales manual - it’s a tested roadmap for sales leaders.
Let’s get started 👇
1. Tailor to the individual
Understanding the varied levels of experience within a sales team is crucial for optimising overall sales performance.
Emily added:
“My principle is always to meet reps where they are.”
This approach acknowledges that each sales representative brings unique skills and experiences to the table. You can build a more effective team by tailoring training to each person’s needs and your overall business goals.
2. Use the 70-20-10 learning model
Emily advocates for a structured learning framework known as the 10-20-70 rule. She broke it down:
“10% of time should be focused on theory-based technical training, 20% should be on coaching, and the last 70% is learned in the role.”
This model provides a balanced approach, crucial for understanding the complexities of the sales cycle. It combines formal, social, and experiential learning.
It’s an interactive way to ensure sales reps learn the theoretical aspects of their roles and apply these concepts in real-world situations, enhancing their skills and confidence.
3. Blend self-guided learning with interactive practice
Emily recommends a blended learning approach that marries the best of both worlds. She told us:
“For anything theory-based, I prefer a self-guided approach. Then, when it comes to applying those theories, I like to build on that foundation with more structured, classroom-style training. This involves practical, hands-on workshops where sales reps can apply what they’ve learned.”
This approach respects individual learning paces while ensuring that theoretical knowledge is effectively translated into practical skills. Workshops and interactive sessions provide a platform for sales reps to practice and refine their techniques, leading to more effective and confident sales strategies.
This method accommodates different learning speeds and ensures that technical knowledge translates into real-world skills. Through workshops and hands-on sessions, sales reps can perfect their approach, building confidence with each stage of the sales cycle.
4. Leverage technology in training
Emily stressed the critical role of incorporating technology into training material.
She highlighted:
“Our technology integrations, such as Salesforce and Gong, as well as the LMS system Seismic, are crucial in facilitating on-the-job learning for the entire sales team.”
So how exactly do these tools streamline learning?
Salesforce provides practical experience by allowing learners to interact with customer data and scenarios they’ll face daily.
Gong offers actionable feedback on communication strategies during sales calls, enabling learners to quickly refine their skills on the phone.
Seismic puts all the training materials in one spot. It helps employees quickly find and use the training they need, exactly when they need it. This makes learning faster and more relevant!
5. Maximise engagement with gamification
Emily highlighted the importance of keeping training engaging. She told us:
“A big thing for sales managers is finding ways to make the program creative and fun. The training needs to be useful, but also enjoyable.”
Here are a few quick gamification ideas:
- Badges.
- Point systems.
- Levelling mechanisms.
We all know salespeople have a competitive streak - so lean into it and inject some fun into learning!
6. Respect cultural sensitivities
Recognising and adapting to cultural differences is essential for a global sales training program. Emily pointed out:
“We have the DACH region and the French region where their selling environment is very different from the UK and the US.”
So what’s the solution?
Training needs to be in tune with these different cultures! This means using localised case studies and material translations, as well as considering different communication styles and business practices.
Respecting these nuances ensures the training is relevant, respectful, and effective across different cultural contexts.
7. Cultivate emotional intelligence
Emily’s position on emotional intelligence is clear:
“Some people innately have that skill more than others, but that doesn’t mean it can’t be coached.”
Training programs can cultivate emotional intelligence through targeted activities focusing on self-awareness. Developing these skills improves interpersonal dynamics, adaptability, and success in connecting with prospects.
8. Embrace personalised training
Shivan emphasised the importance of personalisation in training:
“When I’m doing onboarding at the beginning of each month, we have a set agenda and specific modules to cover each day. Even within the structure, I read the room and adapt.”
“I try to strike a balance by personalising the delivery style to ensure everyone is involved.”
This method keeps everyone interested and engaged. You can make it more effective and enjoyable by tuning into the group’s dynamics and adjusting your approach.
The goal is to create a skilled and confident team that consistently achieves its sales goals. By ensuring the training resonates, you help everyone learn and contribute.
9. Implement practical group activities
Shivan advocated an active learning approach:
“I consistently use whiteboard sessions and group role-playing. This encourages everyone to work together.”
This training method enables sales reps to learn from each other’s strengths and weaknesses.
By simulating real-world scenarios, whiteboard sessions and role plays make training more engaging. They help sales reps understand diverse selling styles and techniques. This is crucial for effectively handling customer objections and personas.
10. Encourage shadowing
Shivan underscored the value of shadowing as a key learning tool.
He explained:
“Whether you listen to a pre-recorded call or are a silent participant in a meeting, you get to see their calling behaviours first-hand.”
Sales managers often advocate for shadowing - it allows team members to learn directly from top performers. They witness effective behaviours up close, which helps in understanding and adopting them.
This hands-on approach teaches sales professionals the finer points of engaging with customers and closing sales.
11. Tailor training content for specific roles
Training isn’t one-size-fits-all, and Shivan knows it.
He noted:
“At Cognism, during the first week, we might have AEs, AMs, CS, SDRs and sometimes legal in the same session. So we keep the first two days universal, then the customisation begins mid-week.”
“Customising our approach to suit the audience’s role is crucial.”
By adapting training content to specific roles, you can maximise its relevance and impact.
12. Limit feedback
According to Shivan, less is more when it comes to feedback:
“The rule of thumb is always to give no more than two to three actions for improvement.”
Why?
This approach helps prevent information overload and allows sales reps to focus on specific improvements. By limiting feedback to the most crucial points, trainers can ensure that the guidance given is absorbed and acted upon - leading to better results.
13. Teach the PINBOCS methodology
Shivan believes the PINBOCS methodology is an essential sales playbook.
He told us what it’s all about:
“PINBOCS maps out a clear agenda of what sales reps need to do on a cold call.”
The framework is an acronym, each letter representing a vital step:
- P (Preparation): Ensure readiness for the call by gathering all necessary documents and clearly understanding the call’s objective.
- I (Introduction): Establish a warm connection with the client and set a positive, professional tone for the conversation.
- N (Needs): Determine the client’s needs through thoughtful questions and active listening.
- B (Benefits): Clearly articulate how your product or service’s benefits directly address the client’s needs, demonstrating its value.
- O (Objections): Listen to any concerns or objections and address them confidently with prepared, factual responses.
- C (Close): Conclude the interaction by securing the deal or establishing clear next steps, ensuring both parties understand and agree.
- S (Summary): Recap the main points of the conversation, reaffirming any agreements or actions to ensure clarity and commitment.
This systematic approach provides sales reps with a clear path through every stage of a sales call. When training, this is just what you need!
14. Focus on addressing customer challenges
Understanding potential customers is paramount in sales.
As Shivan emphasised:
“If you don’t identify what someone’s pain points are, you’re going to hit roadblocks and brick walls.”
Focusing on customer needs helps SDRs guide them more effectively through the sales funnel. This leads to more successful outcomes!
15. Keep sales training up-to-date
Shivan highlighted the need for flexible sales training - especially in dynamic markets. By keeping up with market shifts and internal developments, you can stay relevant and effective.
As Shivan put it:
“You have to keep your ears to the ground. First and foremost, you need to know what the trends within the organisation are, what’s working and what isn’t.”
Adapting training strategies to the evolving landscape isn’t just about changing content; it’s about ensuring your entire approach remains proactive and responsive.
This might include integrating new technologies, methodologies, or insights into consumer behaviour. Up-to-date sales training ensures a sales team can tackle new challenges and seize opportunities.
16. Use storytelling
Incorporating storytelling into the sales process is a game-changer. Shivan explained the power of this approach:
“No one needs to listen to a 17-minute sales pitch about what they think the customer wants to hear.”
“Whereas if you tell customers stories, you create a connection, make information memorable, and keep them genuinely interested in what you have to say.”
Why is this important?
Storytelling transforms the sales process and guides customers through the sales funnel.
By sharing stories, sales reps can illustrate the benefits of their products in real-life scenarios.
The end result is stronger connections with customers and better sales outcomes.
How to train a sales team FAQs
What are the essential steps in training sales teams?
- Assess strengths and weaknesses: Begin by understanding your sales team’s unique strengths and weaknesses.
- Set clear objectives: Establish clear, achievable objectives that align with the company’s overarching goals.
- Product knowledge: Ensure that each team member has in-depth knowledge of the product or service. You can’t sell what you don’t understand!
- Role-play scenarios: Engage the team in role-playing exercises to prepare them for the sales situations they might encounter.
- Regular feedback and coaching: Integrate continuous feedback and coaching sessions to maintain focus and enhance sales skills.
- Emphasise continuous learning: Foster a culture of ongoing learning and development within the team to keep improving sales techniques.
How should sales teams be trained for new product launches?
Detailed product training is essential for new product launches. The sales team should understand the new product’s features, benefits, and the specific problems it solves. Highlight how it differs from existing products and competitors.
Training for high-performing sales teams should highlight the target customer and any changes to the sales process. Role-plays can be particularly beneficial here, focusing on handling objections specific to the new product.
Finally, ensure they have all the necessary marketing materials and support to sell the new product confidently.
What are the key elements of effective sales training?
Effective and engaging sales training is interactive and practical. It should involve real-life scenarios, role-playing, and problem-solving activities.
Use a mix of training methods, including workshops, e-learning, and one-on-one coaching, to cater to different learning styles. The content should be relevant and up-to-date, reflecting market trends and customer needs.
Recognition and rewards for top-performing sales reps boosts motivation. Remember, the more engaged your team is, the more effectively they learn.
