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How to: Finding the right agency for sales training

Finding the right agency for company-specific requirements is not easy. Besides specific knowledge, references, the reputation of the company or the trainer himself, there are many factors that distinguish a good training from an outstanding one.

Especially in the field of sales training, experience is a big factor. Not only does this experience allow for a comprehensive understanding of complex processes, but it also allows the trainer to answer explicit intermediate questions during the sales training itself. A great understanding of the subject matter as well as the industry is therefore a big factor in choosing the right agency for sales training.

We are not the perfect agency for every company either. We specialise in start-ups or young companies that are at the point of scaling. And even though this word has been very overused by many marketers, it describes this accurately. Such companies often need proven, working and novel processes under state-of-the-art technical implementation. This is exactly the reason why we have chosen this industry. It is exciting, remains exciting and there are constantly innovations on the market that you can use for yourself. It doesn’t matter whether we are talking about young healthcare companies or SaaS start-ups. We create processes, implement features and technology and conduct training.

This includes sales training, where we combine new and proven methods to prepare companies for the market in the best possible way.

What is sales training and why is it important?

In a sales training, we pick up all participants at their point of view and convey precise application skills necessary for the company, a department or individual employees as well as industry-relevant knowledge. In addition, we actively show how to work with different tools (digital & analogue) in order to be able to work out the previously discussed results.

Through such precisely tailored learning, a lot of knowledge and skills can be built up within a very short time.

In general, there are two types of sales training:

  • Sales Methodology Training
  • Sales training

In the sales methodology training, salespeople are taught different sales approaches for each phase of the company-specific sales process from A-Z. Depending on the level of knowledge, a different start or a corresponding deepening can be scheduled.

Sales training is about developing and refining existing sales skills. Here we show special techniques to be able to complete any steps in the individual sales process. And to lead customers to sales in the long term.

Such a sales training makes a huge difference after a very short time with teams that are willing to learn. While in active sales or in daily life untrained salespeople have to rely on trial-and-error and rely on inner intuition, they can be guided in the right direction by explicit ways.

Why is this important?

Trial-and-error is good in principle. You learn a lot. Unfortunately, in sales, every client is a little different. As a rule, each (potential) customer has different wishes, demands, backgrounds and use cases. Even if it’s always the same product, the same service, app, etc.

Usually, salespeople cannot repetitively refine their skills on the same mindset. You constantly meet a new person who selects according to different criteria. Therefore, you have to think (learn) very flexibly. Basic principles are just as important as company- or product-specific actions, thinking and speaking.

It is important to get the best possible result from every contact. Especially in sales. Because even if the market usually seems huge, a bad or insufficient touchpoint is what is remembered by the customer.

Such training can therefore help to build up basic skills, improve the wording, improve the possible approach immensely and sharpen the intuition.

When do such sales trainings fail?

In principle due to the following factors:

  • Agency/training manager not suitable
  • Training not precisely aligned with ACTUAL TARGETS of the company
  • No measurable objectives agreed
  • Disinterested / inattentive participants
  • No or low turnover intention after training
  • No readjustment after training (e.g. learning or reinforcement training)
  • Team environment remains the same after training
  • No feedback meetings in future term
  • Lack of stakeholder involvement: Sales training must be aligned with sales strategy, whose technical implementation is later also supported by decision-makers

Sales training and the long-term plan

While one-off trainings help to refresh knowledge, a constant improvement system is of course much more helpful as it significantly increases performance and consolidates mindset as well as strategies and processes.

We ourselves use not only simple training for our programmes, but also analysis of existing sales processes, analysis of work before training, assessment of whole teams, ROI maximisation for leaders & junior staff, and reinforcement of learning for application after training.

What does a long-term plan for sales training look like?

If not only a one-off, precise sales training is to be carried out, but a long-term improvement is to be the focus, various factors should be taken into account.

Firstly, it must be clearly decided who will be involved throughout the process. From selection of training providers to training objectives and selection of participants. These people can not only contribute to the selection and assessment of the right training company, but are also contact persons for important sub-areas.

In addition, the training company should be closely scrutinised. Not only the suitability as such plays a role here. The curriculum that is proposed can also give great insight into the quality.

A precise syllabus is of course only available in the case of repetitive training. The more individual the contents to be taught are, the more one has to focus on the individual persons.

Selecting an agency for sales training

The following indicators are usually relevant (both for the company itself and the respective contact person):

  • Professionalism: exchange & content (Do you get insights? Do you feel comfortable? How engaged is the counterpart?).
  • Responsiveness: Touchpoint assessment (Can a relationship be built here? Is there an interest in assessing needs?)
  • Adaptability: Every sales team needs some degree of flexibility (Are modules appropriate for our company? Are our needs being fully met? Can my training objectives be met? Is it possible to arrange a meeting in advance between the training manager and our own sales team?)
  • References: Depending on the company trained, there may be internals here that involve secrecy. Nevertheless, it is of course helpful to ask (Are there comparable cases? Are there trainings in the same sector? Have there been trainings with similar starting positions? What goals were generally achieved?)
  • Reputation: The reputation of a company should not be completely ignored (Are the trainers in a thought leadership role? How are they positioned on LinkedIn? What connections in the industry do they have? Is there content that conveys authority?)

After close scrutiny and consideration, a decision will of course be made at some point. Beforehand, of course, it should not only be checked from the outside how the training company appears. It is essential to make direct contact. Honesty is imperative here. Since a sales team is to be taken to the next level, it is important to examine the partner carefully. The method of implementation is also important. This can generally be divided into two types: In-person on-site or online with a training facilitator. In reality, for example, we work with an approach that covers both types. This is beneficial for all parties involved, as especially in the long-term approach, short feedback sessions can take place online as well as training sessions where participants are not in the same room or can be on site due to geographical or scheduling constraints.

By the way, we are always happy to meet new people: