Sales training is one of the most important—and most often misunderstood—investments a sales leader can make. Whether you’re onboarding new sellers, leveling up your mid-performers, or trying to shift team behavior across the board, you’re probably asking the same questions many of your peers are asking.
Here are the top 10 questions sales leaders ask when they’re looking for the best sales training—and how to think about them strategically.
1. What’s the best way to approach sales training for my team?
First, it’s important to separate your sales methodology (the “how” behind your selling strategy) from your sales training (how you teach and reinforce that strategy). Choosing the right methodology—like IMPACT Selling®, SPIN, or MEDDIC—should come first and align with your sales process and customer journey.
Once that’s in place, sales training becomes about embedding that methodology into day-to-day behavior. The best sales training is practical, role-specific, and reinforced over time. It’s not just about delivering content—it’s about creating habits that drive results.
2. How do I measure the ROI of sales training?
To measure ROI, start by defining success: improved win rates, shorter sales cycles, larger deal sizes, or increased pipeline coverage. Then connect training to those outcomes with a clear baseline, coaching support, and regular performance check-ins. Training without reinforcement rarely moves the needle.
3. How often should we do sales training?
Sales training isn’t a one-and-done event. The most successful organizations treat it as continuous development. Think of it in layers: onboarding, quarterly skills refreshers, just-in-time training tied to deal cycles, and weekly or bi-weekly coaching.
4. How do I get buy-in from my sales team?
Make training relevant, practical, and immediately applicable. Involve top performers in shaping content. Show how it helps sellers hit quota faster. And make it clear it’s not about compliance—it’s about career growth and competitive advantage.
5. What should be included in a sales training curriculum?
Your curriculum should cover core competencies (prospecting, questioning, discovery, objection handling, negotiation, and closing), but also adapt to the modern B2B landscape—things like selling to buying committees, using AI for research, and navigating complex procurement processes.
6. What’s the difference between sales training and sales coaching?
Sales training teaches the skill, giving sellers the “what.” Sales coaching reinforces skills by helping sellers with the “how” in the context of real deals. Training is often event-based, while coaching is ongoing and individualized. Great leaders invest in both.
7. Should I train new sellers differently from experienced ones?
Absolutely. New sellers need onboarding, process, and product knowledge. Veteran sellers need advanced skills—strategic account management, executive conversations, and navigating internal politics. Segment your training so everyone gets what they need, when they need it.
8. Can virtual sales training be as effective as in-person?
Yes—if it’s interactive, personalized, and reinforced. The best virtual sales training includes breakout rooms, peer learning, live coaching, and tools for on-the-job reinforcement. In-person can be energizing, but, with the right design, remote training can be just as sticky.
9. How do I reinforce training so it sticks?
Use role-plays, peer coaching, sales playbooks, and deal reviews to reinforce new habits and keep skills sharp. Technology can help, too—AI tools, call recording platforms, and microlearning apps make it easier to revisit and apply what was learned.
10. What common mistakes should I avoid?
If you avoid these three big mistakes, you’re already ahead of the game:
- One-size-fits-all content that doesn’t reflect your sellers’ reality.
- Lack of follow-up, which leads to knowledge decay.
- Measuring activity over outcomes, which can give a false sense of progress.
Why Choosing the Right Sales Training Provider Matters
Sales training isn’t a checkbox—it’s a lever. When done right, it accelerates revenue, sharpens execution, and builds confidence across your team.
Even the best training strategy will fall flat without the right partner to bring it to life. A great sales training provider doesn’t just deliver content—they understand your industry, tailor programs to your team’s realities, and reinforce learning in a way that drives behavior change.
The right partner will challenge your sellers, equip your managers, and align closely with your business goals. In short, they don’t just train—they help you build a culture of high performance. Choose wisely. Your revenue growth depends on it.
Find out how sales training programs from The Brooks Group can help you unlock the full potential of your sellers.
