HOW TO THINK ABOUT THE
DIFFERENT TYPES OF
SALES TRAINING
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The word “sales training” means different things
to different people, so let’s start by describing the
different type of sales training available and when
you would consider each type of training.
In general, you can categorize sales training in
three ways: sales methodology training, sales skill
development, and product training. Most sales
training companies offer some combination of sales
methodology training and sales skill development.
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HOW TO THINK ABOUT THE DIFFERENT TYPES OF SALES TRAINING
Sales methodology training is “what to” training. A methodology program teaches
a series of repeatable steps that, when executed properly, significantly increase your
odds of a successful outcome. Implementing a standard sales methodology gives
your organization a common language and approach for managing important sales
activities, such as sales call preparation and execution, pursuing high-value complex
deals, negotiations, and strategic account management. Methodology training is
often enabled by a software package (a “tool”), which will often be embedded in
a company’s CRM system. Most forms of methodology training will include some
aspects of skill development, but this is often to a lesser extent than a pure-play skill
development program.
Sales skill training is “how to” training. Skills training emphasizes practice, using
exercises like role playing, coaching sessions, and supportive feedback to sharpen your
ability to execute the skill when it is needed under high-stress conditions. Skills training
works best when it is customized for an organization and reflects the situations that
the organization’s salespeople encounter in their actual jobs. It makes everything more
real and participants more open and receptive to learning. Skills training also requires
a highly capable facilitator with the expertise to bring less tangible concepts to life.
The trainers must also have high credibility with the audience and the skill to offer
constructive criticism to learners without destroying the learner’s self-confidence.
Sales methodology training provides the “what to” and sales skills training provides
the “how to”. One complements the other. For example, managing a strategic
account will require a salesperson to make and execute sales calls with buyers in the
account. The account manager benefits by having a proven set of steps to follow (a
methodology) and the ability to execute those steps successfully (i.e., the skills).
Product Training is the third category of sales training, and has traditionally focused
on the product’s features and benefits. Product training has greatest impact when it is
brought into an organization which has already benefited from solid methodology and
skills training. This enables the salesperson to focus less on the product and more on
the customer and the problems that the product solves for the customer.
Typically, methodology and skills training are live and instructor-led (ILT). More and
more however, product training is done with a virtual instructor on a webcast (vILT) or
is done entirely through elearning.
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How to Think About the Different Types of Sales Training
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