Better Training = Better Sales

Solving the six biggest business-to-business sales training problems will improve the enthusiasm, confidence and commitment of your sales team.

By Michael Cannon, Silver Bullet Group

How would you answer the following question: “What is the goal of training developed by Marketing and delivered to Sales?”

Most B-to-B product management/marketing professionals who develop sales training would answer this question with some version of: “Our training should teach Sales what it needs to know in order to effectively sell the product.”

Wrong! That goal is one of the main reasons why most training developed by Marketing is loathed by Sales.

First, let’s agree conceptually that Sales (inside/outside and channel) does indeed “need to know what it needs to know in order to effectively sell the product,” and that from a sales support perspective, Marketing’s job is to help Sales win more business by enabling Sales to sell the value of the company’s products and services. But let’s take a closer look at the problems that most commonly derail training programs when the focus is on that one overall goal and then explore some time-tested, actionable solutions to those problems.

Read more >>

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Poll: Better Training = Better Sales?

Can better training really improve sales?
Take our Pulse Poll >>

Last week, readers voted on which of today’s software CEOs qualify as “Organizational Champions.”
Give us your opinion and see the results >>

More at SandHill.com:

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Monitor the latest software venture capital deals >>

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Size up last week’s software M&A deals >>

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See who’s made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the SandHill.com site.

Parting Thought

“One of the lessons of history is that nothing is often a good thing to do and always a clever thing to say.”
— Will Durant

Courtesy of Malcolm Kusher, The Kushner Group

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