Bring in the Referee! Here’s When to Hire a Sales Trainer

September 20, 2016
Bring in the Referee! Here’s When to Hire a Sales Trainer

Considering hiring a sales trainer? Wondering if your sales team would benefit from a sales trainer or consulting firm?

As a CEO or Sales Manager, you’ve likely mulled over this idea quite a bit.

At times, you’ve probably felt both excited and terrified about this idea at the same time. On the one hand, brining on an outside consulting firm or sales trainer means you’ll have someone with fresh ideas and a different point of view. On the other hand, it also means you might be forced to look at problems or dysfunctions in your sales team that you may or may not have been avoiding.

So let’s explore when to bring on the re-enforcements and hit the hire a sales trainer button, and when not to.

Hiring a Sales Trainer

Hiring a sales trainer doesn’t have to be scary. In fact, it’s a pretty easy decision to make if you use the checklist below.

Sales Trainer Checklist

Use the list below to determine if your company would benefit from hiring an outside sales trainer or company. Check items off as you go. If you find that your team is already accomplishing everything on this list, you probably don’t need a sales trainer.

This list is divided into what we believe are the five success areas: prospecting, selling, support, system, and team.


  • Team members create and use prospecting action plans to achieve, meet, and exceed goals.
  • Team members have an understanding of their ideal targets and add these targets to their prospecting action plan.
  • Team members maintain a list of lead sources and add to it on a consistent basis.
  • Team members create and use a process for qualifying new leads.
  • Team members ask clients and partners for referrals consistently, and utilize templates to simply the process.
  • Team members have best practices for networking. They know what events to attend and who to connect with at those events. They are also confident introducing themselves and the company to new prospects.
  • Team members have a process for cold calling and update it regularly.
  • Team members understand the common problems that their prospects and clients face and have established valuable solutions to these common problems.
  • Team members have developed phone scripts that they refer to and use.
  • Team members have developed a variety of 30-second commercials to assist them in different situations with different people.
  • Team members have developed a variety of email templates to assist in various situations, simplifying the sales process.


  • Team members have a process for selling and update it as needed.
  • Team members have a process for managing opportunities and are aligned on the pipeline stages.
  • Team members understand the value proposition and core strengths of the organization.
  • Team members have a deep understanding of the products and services offered and their benefits.
  • Team members use a consistent effective agenda for selling meetings.
  • Team members know what problems they solve for their clients and how to help prospects discover how they can solve those problems.
  • Team members have a library of success stories to share during different scenarios.
  • Team members have a list of common objections and have developed push-back strategies to keep opportunities moving forward.
  • Team members have developed follow-up email templates to use while selling that drive action, summarize meetings, and require a next step. (Tip: download our free DEAL eBook!)
  • Team members have developed a process for breaking radio silence when deals get stuck.
  • Team members consistently hit or exceed their sales targets.


  • Team members seek coaching from management on deals.
  • Team members take initiative to solve problems.
  • Team members follows guidelines for working with other departments and are aware of other departments’ strategies, including marketing and operations.
  • Team members effectively deal with internal conflict.
  • Team members seek support when needed.
  • Managers have a process for sales management and regularly share best practices and coach each other.


  • Team members update opportunity statuses consistently and enter data promptly and accurately.
  • Management is able to forecast successfully.
  • Policies for using internal systems have been clearly documented.
  • Internal systems are used consistently (including the CRM system).


  • Team members are comfortable asking each other for advice and work together to establish best practices for prospecting and selling.
  • Team members are aligned behind a common goal and use their CRM and Sales PlayBook to track progress.
  • Team members share best practices with each other and include them in their Sales PlayBook.
  • Team members have a sense of healthy competition, but also understanding that working as a team is crucial to success.
  • Team members share success stories with each other and discuss strategies on a regular basis.

So, how did your team fare? Is it time to bring in someone to referee and offer some new perspectives and process ideas?

Still a little unsure on whether to hire a sales trainer or not? Check out our newest free eBook on just this topic: Choosing the Right Sales Training Partner.

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