How to Choose the Right Sales Training Provider

Written by: Anita Greenland
How to Choose the Right Sales Training Provider

So, you’ve decided to choose a sales training provider to assist you in beefing up your sales team – congratulations! Some companies are simply unwilling to devote the time and resources necessary to get to the heart of sales self-improvement – so you’ve crossed the first hurdle.

Now, it’s time to consider who, specifically, will be your partner in perfection – your tzar of training!

Though we would love it if you would consider The Brooks Group for your training needs, we recognize – and even insist – on a fair amount of due diligence first, to ensure you are choosing the right resource for your sales enablement initiative.

And since we’ve been around awhile, we know a little something about how to search for, qualify, and engage, a sales training provider. To that end, we would like to suggest these tips for making an informed choice:

Step 1: Casting the Net

It Takes Teamwork: The decision of choosing a sales training provider is quite important, so it’s best to create a subcommittee of stakeholders from within your organization to do the heavy lifting. You’ll want to pick people that best understand your business goals and strategies – since they will ultimately work with the chosen vendor to develop the most effective courses.

Step 2: Check the Rankings

Start by compiling a short list of the best in breed. Two very reputable sources — Selling Power and Training Industry – each release an annual list of the top 20 sales training companies. Some criteria they look at includes:

  • Depth and breadth of training courses offered
  • Innovative offerings or delivery methods
  • Thought leadership and influence on the sales training sector
  • Breadth and quality of sales training topics and competencies

speak to an expert about impact sales training



Step 3: Ask the Questions

In narrowing down the list, be sure to consider these attributes – ideally, you will want to employ a scoring system to ensure objective vetting:

  • Experience: How long have they been around? Do they have experience specific to your industry?
  • Customization: Will they tailor a program specific to my organization’s goals? Will they include examples that are relevant to our market?
  • Assessments: Does the sales training program include tools that allow you to evaluate and adapt training best practices to the individual, based on personality traits?
  • Coaching and Reinforcement: Service after the sale – will the sales training provider follow up in a way that reinforces the lessons, and solidifies the new skills?
  • Sales Management Training: Will the sales training provider conduct a “train the trainer” session, so your management can take the handoff and provide ongoing sales development?
  • Thought Leadership: Does the sales training provider lead the way in knowledge on the craft of sales enablement? Are they able to evolve with the changing times?

Step 4: Making the Selection

With your short list identified based on the criteria listed above, it’s time to find out if the semi-finalists are indeed the right fit. A thoughtful conversation, at this point, should help you to find the best match for your organization’s needs.

To guide the interview call or visit, we find these questions to be most helpful in getting to the heart of the matter:

  • “Can my team observe the training methodology before we commit?” Whether in person or by video, you should have the chance to see a system in action first.
  • “How will the training be customized to my business?” The answer should include examples like specific challenges, selling scenarios, and industry language that participants are familiar with.
  • “What sets you apart from the competition?” Hear from the sales training provider’s perspective what they believe to be their differentiators.
  • “What other clients have you helped, and what did success look like for them?” Testimonials and case studies are helpful. References that you can call are even better.
  • “Which training formats do you offer?” Is it live, virtual, eLearning? Is it licensed software? We find that the most effective training is given in person, but unique circumstances might mandate an alternate approach.

If you’re investing resources in a sales training initiative, give the project the best chance of success by selecting an outsourced provider that’s the right fit for your organization.

For over 40 years The Brooks Group has partnered with sales organizations around the globe—helping them to hire, train, coach, and develop salespeople and sales managers to reach maximum performance levels.

If we can help you set your team up for consistent sales success, let’s start a conversation.

23 Tips for Choosing the Right Corporate Sales Training Provider

23 Tips for Choosing the Right Corporate Sales Training Provider

Choosing a sales training provider is one of the most important business decisions you’ll ever make. But with so many confusing choices, finding the right firm can be overwhelming. Use this guide to make sure you’re partnering with a company that is right for your business.

Written By

Anita Greenland

Anita Greenland is the Chief Experience Officer at The Brooks Group, where she brings 25+ years of customer service, sales, sales management, and sales training experience. In her role, Anita is responsible for leading and executing The Brooks Group’s sales growth strategy.

Join over 17,000 sales leaders getting the best content right in their inbox

You may also like

Ready to maximize the performance of your sales team? A representative from The Brooks Group can help get you started.