RRL.pngIf you want to develop a top performing sales team, sales training is a must. It is one of the most important investments you’ll ever make. That being said, too many companies who invest in sales training don’t see a return on this investment because they spend too much money on training that never takes root. Here are 4 critical components that must be included in your sales training so that you maximize your sales training ROI.  


Assess Your Salespeople

To maximize your sales training ROI, your sales training must include individual sales skills assessments. The right kind of assessment will help you and your salespeople understand their personal behavior styles and level of internal motivation relative to the sales skill set they need to improve in sales. Assessments act as roadmaps for individuals as they progress through training.


Establish S.M.A.R.T. Training Goals

Your training goals must be specific, measurable, attainable, realistic and timebound. It’s important to determine the results you want, as a result of the sales training, before the training begins. Your S.M.A.R.T. goals will be the key to evaluating results and calculating actual ROI post-training. Your goals may include, but don’t have to be limited to, increased sales volume, improved closing ratios, stabilization of profit margins, and elimination of discounting.



Depending on company size and industry, a one-size-fits-all approach to sales training may not work for you. Your sales training should be customizable to your company’s specific sales roles, methodology, sales process, corporate culture and customer value proposition. Customizable sales training programs allow you to tailor training to your company’s strategic plan and business goals. Doing this will make the sales training more practical for your sales team. 


On-Going Reinforcement

After your sales team has completed the sales training, you’ll want them to put what they learned into action. As the sales leader, it is your responsibility to reinforce your team’s training through coaching. You can do this through one-on-one coaching or group reinforcement sales training and meetings. As you reinforce the sales training, you’ll notice you’ll be able to hold your team accountable for the S.M.A.R.T. training goals they established prior to the start of the training. Sales training can also be reinforced using post-training lessons-learned. This will put your sales team in position to use what they learned in the training for course correction. On-going reinforcement training will be a big factor that will lead to a quicker ROI.


With the right kind of sales training, you’ll develop a top performing sales team. Sales training will be one of the most important investments you’ll ever make. It’s essential if you want to close more deals and increase the revenue for your company. Be sure to focus on these critical components so that you maximize your sales training ROI.  



Jeff Ruby

Jeff Ruby

Founder of RedRock Leadership

During the course of his professional career, he has worked in organizations ranging in size from a sole practitioner to Fortune 500. Included in his experience are roles in starting and selling companies, sales and sales management, training and development and executive coaching.

RedRock Leadership is a sales training and leadership development company committed to growing companies by growing individuals through on-going training infused with the competencies of emotional intelligence.