The Ultimate Sales Training Guide

There are generally two types of sales. Your sales process might involve a bit of both. Narrowing down the elements you rely on from each will show you what your sales training should focus on.

Transactional - a sale that is simple and short-term. These types of sales require less trust from the consumer. The buying decision is heavily influenced by impulse. The elements of a transactional sale to keep in mind:

• Sale based on price, features, and availability
• Buyer’s enjoy comparing and negotiating, price shopping
• Sell in high volume at low price
• Requires customers ready to buy now

Transactional sales are less complex. They involve commodities and impulse buys. Salespeople who thrive in transactional sales are able to quickly recall product knowledge and competitor pricing while maintaining an upbeat attitude.

Consultative - these are complex and long-term sales. They are often service or solution based and require trust between buyer and seller.

• Sale based on value and benefits
• Buyer’s often afraid of making the wrong choice
• Sell in low volume at high price.
• Requires educated customers

Consultative sales are high pressure. They require reps who can understand and educate consumers while building a strong sales relationship.

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Defining Your Sales Process

Defining your sales process with the above sales knowledge in mind is essential. Any one area of your sales process might be based in transactional or consultative sales. Examining what’s working and what isn’t shows you on the type of sales training you’ll need.

Look for improvements that can be made in these areas of your sales process:

Lead Generation - Finding your customers, or helping them find you. This might be accomplished through cold calling, advertisements, inbound marketing, or other forms of lead generation.

Lead generation is the most essential part of the sales process. If you don’t have customers coming in you’ll have a tough time selling anything.

There are two types of leads:

Cold - These are people you’ve either cold called, emailed, or approached blindly. These are leads who haven’t shown any interest in what you sell.

Warm - These are prospects that have shown interest. They might find you your company naturally or be a cold lead that you’ve built a relationship with.

Types of Sales Training

Public vs Private Sales Training

Public sales training programs are events or seminars that involve a presenter and an audience. They can be motivational or cover a general sales system focused on improving revenue. A presentation can be a great motivational tool for transactional salespeople.

Private sales training is much more in-depth. Your team will receive personal instruction on the sales skills and methodology suited to your industry. Private training is a good idea if long-term core improvement is needed.

Product Sales Training

Product sales training is your sales team’s knowledge of the product they sell and how it fits into the lives of your customers. Any sales rep can benefit from greater product knowledge.

Sales Methodology Training

Sales methodology training improves the approach your sales team is taking throughout the process.

Your methodology is how you collect, handle, and retain customers.  

Sales Skill Training

Sales skills can be thought of as how well your team is carrying out their sales methodology.

Sales skill training focuses on the nitty-gritty of sales. Communication skills and selling techniques are personally taught and usually supported by live practice.

Sales Automation Training

Sales automation training involves making your reps more knowledgeable about the tools they use. Lead generation and CRM software are necessary components of any sales process.

Learning how to use them effectively is an important part of sales training that is often passed over.

Each type of sales training is catered toward a specific stage of your sales process. If you’ve analyzed your sales operations you probably have a good idea about which area could use improvement.

The rest of this guide will cover the types of sales training in detail; including fundamentals, popular programs, and strategies of each.

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