Have you been putting off sales training? Maybe most of your sales professionals hit quota. The business is doing okay. Your results could be better, but they’re not too bad. Are you thinking it’s not the right time to invest?
But there are signs that your team needs selling skills training. Sales leaders, scan this list. If you observe even a few of these happening, your team probably needs targeted skills development.
Top Warning Signs Your Team Needs Sales Training
Sign 1: Declining Performance Metrics
Look at your sales data. Are you seeing decreased win rates, longer sales cycles, lower average deal sizes, and/or reduced revenue per sales professional?
Sign 2: Inconsistent Results Across the Team
Consistent performance is the mark of a successful team. Are there wide variations in individual performance, with only a few top performers consistently meeting targets?
Sign 3: Difficulty Adapting to Market Changes
Does your team struggle to sell new products or services? Are they unable to reach new target markets effectively or face new competitors?
Sign 4: Increased Customer Complaints
Is your customer success team reporting dissatisfaction or higher rates of customer churn? Are you hearing negative feedback about sales interactions?
Sign 5: Lack of Product Knowledge
Have you noticed that sellers aren’t able to articulate your product benefits effectively? Are they frequently escalating questions to product specialists that they should be able to answer?
Sign 6: Poor Communication Skills
Do you see sellers having difficulty building rapport with prospects? Is there a high rate of deals that don’t progress due to ineffective discovery calls or presentations?
Sign 7: Stagnant Accounts
Are sellers finding it difficult to upsell or cross-sell existing customers? Are they missing opportunities to expand deals or accounts?
Sign 8: Negative Feedback
How do other departments view sales? Is marketing reporting low conversion rates from leads? Is your customer success team noting misaligned expectations set during the sales process?
Sign 9: Outdated Sales Techniques
Do sellers rely on old methodologies that no longer resonate with modern buyers? Can they leverage social selling or digital channels effectively?
Sign 10: Low Use of Sales Tools
Sales tech should help your sellers work more efficiently. Are you seeing poor adoption of CRM systems, inconsistent data entry, or inaccurate pipeline management?
Sign 11: High Turnover Rates
Do you have challenges retaining top performers? Do people frequently resign from the sales staff? Are you continually backfilling sales roles due to departures?
Sign 12: Low Confidence or Morale
Is the team in a slump? Do sellers hesitate to engage with prospects? Do they have difficulty handling objections or tough questions?
How to Upskill Your Sales Team
As a sales team leader, once you’ve decided that your team does need sales training, there are three steps you can take.
The first step is to assess current skill levels. A sales assessment tool such as the Brooks Talent Index™ or DISC personality test can give you accurate, scientifically validated insight into where the strengths and opportunities lie.
The next step is to survey your team, in 1:1 meetings and as a group, to find out where they think the skills gaps are and what kind of professional selling skills training they want. Regular assessments and open communication with the sales team can help you identify specific areas where training would be most beneficial.
Then you can begin to implement a comprehensive development program to cultivate these selling skills in team members. The program should include the following elements.
Regular Sales Training Sessions
Make skills training a priority and incorporate learning into ongoing activities. For example, you could hold weekly workshops focusing on one skill at a time. Bring in expert speakers, use high-quality training materials, and work with a trusted sales training company.
Performance Metrics and Goals
Set clear, measurable objectives for each skill area. Regularly review sales metrics progress and adjust strategies.
Role-Playing Exercises
Set up scenarios to practice active listening, overcoming objections, and closing. Provide constructive feedback after each exercise.
Mentorship
Pair experienced team members with newer ones. Encourage knowledge sharing and skill transfer.
Knowledge Quizzes
Give regular, short tests to ensure thorough understanding. Reward high performers to incentivize continuous learning.
Customer Feedback
Review customer interactions to identify areas for improvement. Use these insights to tailor individual development plans.
Shadowing
Allow team members to observe top performers in action. Discuss observations and lessons learned afterward.
Sales Communication Skills Workshops
Practice pitch delivery and refine messaging. Record sessions and share recordings to allow self-assessment.
Problem-Solving Challenges
Present complex sales scenarios for team brainstorming. Encourage creative thinking and solution sharing. Stay up to date on market trends and competition.
Resilience Building
Ask the team to share personal experiences of overcoming setbacks. Provide resources on developing a growth mindset.
Peer Feedback
Encourage team members to provide constructive criticism to each other. Foster a culture of continuous improvement.
Sales Skill Training Recommendations for Sales Leaders
Sales training can help you resolve multiple team challenges, from low productivity to turnover to customer dissatisfaction. Keep these recommendations in mind to launch a successful, impactful training initiative.
You’ll want to create a structured program. Develop a clear, long-term plan with specific goals for each quarter. This ensures consistent focus and progress across all skill areas.
You’ll need to personalize the approach. Assess each team member’s strengths and weaknesses. Tailor development plans to individual needs while maintaining team-wide standards.
You’ll benefit from external expertise. Partner with sales training providers and industry experts to provide know-how, fresh perspectives, and advanced techniques.
As a sales leader, focus on day-to-day guidance, team-specific challenges, and maintaining consistent skill development. A professional training company can provide specialized facilitation, structured programs, and resources that may be beyond your in-house capacity.
Keep these things in mind to implement training effectively. A partnership of internal leadership-driven development and external professional training can help you rollout a comprehensive and effective program and solve the 12 signs your team needs training.
Find out more about The Brooks Group’s suite of sales training and development solutions.
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Sales Training Buyer’s Guide
Selling is complicated. Sales training doesn’t have to be.
Use this Sales Training Buyer’s Guide to evaluate sales training providers and find the best fit for your goals.
