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  • Duane Cashin

Training Top Sales Talent Pays for Itself -- and then some

Updated: Feb 17



Real sales talent is hard to come by and, seemingly, even harder to retain. If you’ve been in this business for any amount of time, you undoubtedly have stories of employees who, despite doing well in your company, up and left for another. 

It’s an expensive problem those in positions of sales leadership face. Losing employees have a huge impact on both your team’s spirit and your bottom line. It’s expensive and time-consuming to replace someone. 

To move your company forward, you have to find a way to keep your best people and spend less on hiring. There is no way around it.

How do you do that? Training.

Consistent training that’s modern and meaningful, focused on developing elite salespeople and reducing turnover, is one of the best investments you can make in your people. Employees who feel “invested in” are more likely to stick with you for the long haul, and that is critical for accelerating growth.

Without a doubt, you’ve heard pitches for sales training programs before, and you’re likely feeling discouraged by your experience of spending lots of money and seeing little results. I don’t blame you.

When we work with clients to develop training programs for their organizations, we focus on these three factors to ensure real change and increased sales performance:


1. Develop everyone, not just the salespeople.

Don’t neglect to develop your management team! Sales leaders must know how to mentor, manage, and motivate a team of salespeople so they don’t burn out and quit.

Leadership turnover is excruciating for sales teams. Invest in your leadership.

2. Implement regular, scalable sales coaching.

Coaching can take many forms -- roleplay, post-call debriefs, etc. -- and should focus on interactive activities that help sales reps bridge the gap between knowing what to say, and ask, and articulating it with confidence. It’s not enough to provide salespeople with scripts and content or to merely inspect and report on sales numbers. We need to make sure we’re equipping them with the skills they’ll need to succeed in the field.

Consistent feedback before and after customer conversations ensures reps can confidently tackle new challenges and creates a feedback loop that ensures reps are meeting core competencies. And, when reps succeed, they’re far more likely to stay, and your business is more likely to thrive.

​Most companies haven’t formalized coaching into their sales process. Be the exception.

3. Make it ongoing.

​Training is never “one and done”. Top sales leaders invest in a combination of ongoing training, coaching, and technology to take control of their team’s growth, development, and performance -- before individuals seek to find greener pastures. You may be asking yourself: “What if I invest in training a representative and they leave?” The better question you should ask yourself is, "What if I don’t train them and they stay?" ​ Done right, a sales training program empowers your people and grows your business. If you’re ready to build the right solution for your team, give us a call.

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P.O. Box 1258, Davidson, NC 28036

860-916-7081

Charlotte, North Carolina