Building a Sales Training Program? Evaluate These 3 Areas

March 17, 2021
Building a Sales Training Program? Evaluate These 3 Areas

Thinking of building a sales training program? This resource is for you!

Regardless of the size of your team (or your budget), it’s important to have a sales training program. In the short term, it might seem like a lot of effort. But in the long term, a sales training program can save you time, make the most of your resources, and strengthen your sales team.

You might already know that a program should include multiple forms of training, from sales skill training to product and service training. The training should also target both new hires and your existing teams.

One aspect of training that’s often missed is the importance of check-ins and evaluations.

Here are 3 areas you should be evaluating in your sales training program. As you build your program, be sure to include these 3 areas like checkpoints.

1. Make Sure New Hires Are on Track

Have you ever gone on a sales call with one of your recent hires and realized they weren’t following your process at all? Maybe they didn’t have a full understanding of your offering, or weren’t sure what they could commit to.

One essential area to develop evaluations is in your new hire onboarding plan. This is an area where you might have two levels of evaluations.

Level 1: It can be helpful to have “graduation” expectations for the onboarding plan itself. This way, new hires need to indicate a certain level of knowledge before they are able to engage with prospects and clients. This evaluation should measure their understanding of the process, as well as their knowledge about your products and services.

Level 2: Be sure to check in after 60-90 days. By this point, your new hire should be actively prospecting and selling, and it’s important to make sure they haven't fallen into any old habits, but are instead sticking to your process. This evaluation should focus on your process and products or services, rather than selling skills. (Ideally the selling skills will develop over time.)

Here are some sample process questions you might include:

  • What activities should be logged in the CRM system?
  • What reports should be provided to management, and how often?
  • What are your lead qualification criteria?
  • What are the stages for leads? For opportunities?
  • What is involved in closing a won opportunity?
  • How can orders be customized?
  • What is the approval process for custom orders?
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2. Evaluate Your Team’s Selling Skills

Whether this is their first selling position or they have been selling in the industry for 20 years, all salespeople have areas for improvement.

Ongoing evaluation of your team’s selling skills is critical to a fully-developed training program.

One of the best ways to evaluate selling skills is through role practice. This gives you a chance to see how your salespeople handle different situations, and it’s a great learning opportunity for everyone involved.

Consider role practicing the following areas:

  • Asking for referrals
  • Drafting follow-ups to client meetings
  • Running a discovery meeting or a Zoom pitch
  • Delivering a presentation

One best practice is to schedule time for role practicing in each of your weekly sales team meetings, then pick a random pair of people and topic each week. That will put your team on the spot, and you’ll probably get a better picture of what they really are doing in the field than if you give them too much time to prepare. Make sure you have enough time set aside to review and debrief.

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3. Track Habits and Behaviors

The best sales training programs integrate best practices from members of the sales team. One easy way to do this is to survey the team regularly on their habits and behaviors.

Consider these questions:

  • What lead sources do your top prospectors find valuable?
  • How do your leading salespeople structure their days and weeks?
  • What do they measure, and how do they track their progress?
  • What tools and resources do they use?

If you can answer these questions, you’ll identify trends you can use to train the team. You might also discover some areas for improvement in the answers you receive!

It’s important not to tell your entire team that they should sell exactly like one person, even if that’s your top performer, but presenting some overall best practices that are known to work is a great way to leverage the power of your team.

How have you added evaluations to your sales training program? Let us know in the comments!

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