Training Your Sales Team (train the trainer and coach the coach)

Training Your Sales Team

The best longer-term solution for training your sales team

Training Your Sales Team

Train the Trainer and Coach the Coach

You may wish to bring in external expertise when training your sales team. You can learn more about our sales training workshops here and our sales coaching plans here.

But if continuous sales performance improvement is important to you and if your sales team is likely to grow in numbers, you may wish to build strong internal capabilities to train and coach your salespeople.

The advantage here is that you can sharpen performance whenever you need, from onboarding new employees through to helping your top performers improve further.

Our train the trainer and coach the coach programs are ideal for sales leadership who would like to be in a strong position to help their salespeople learn, grow, and measurably increase their results.

In our experience, a lot of sales managers and sales directors know sales quite well, and were once perhaps a top performer themselves. But many aren't strong at understanding effective adult learning, and often default to telling salespeople how to succeed using what once worked for themselves.

Our train the trainer and coach the coach programs are totally tailored to suit your requirements, existing approaches, strengths and areas that need attention.

Get in touch if you would like some guidance on how this might work for you.
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Train the trainer and coach the coach benefits

  • Increases your control over your monthly sales results
  • Drives continuous sales improvement from within
  • Prevents wasting investment on unsupported external training
  • Improves relationships, trust and understanding between leadership and salespeople
  • Helps onboard new starters to become profitable faster
  • Strengthens your learning and development culture and expectations of continuous improvement
  • Appeals to salespeople as they see strong support and development
  • Creates an 'accelerated learning' environment
  • Reduces reliance on a target driven sales culture and increases intrinsically motivated performance improvement
  • Engagement and enjoyment for leadership increases as they enjoy helping develop other people and share the rewards from doing so
  • You get an entire 'paint by numbers' system (tools/frameworks/processes) to develop strong capabilities to get the most out of others
  • As performance improves, enjoyment and engagement improve, which improves performance further...
Sales training workshops pros

"If you want to teach, to change minds or to cause action, a consistent curriculum is always better than a single event. Drip by drip, with enrollment" - Seth Godin

"The best way to tackle this is from within, co-designing your approach with specialists in 'sales learning' and building internal capabilities to continuously maximise sales performance and results of your people" - Mark Moore

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Questions you should ask yourself

  • If my salespeople were leaving customers less than fully satisfied, would I know about it?

    What experience are your customers really getting?

    As a customer yourself how often do salespeople leave you feeling a bit frustrated? How often do you feel that they don't fully understand you, and when do you begin to lose patience and trust that they'll add value?

    If you think it's common for you to feel like this, then consider how many other customers speak to the same salesperson and feel the same.

    Does the manager know?

    It's also worth asking how often the salesperson's manager knows about the conversational experience the customers are really getting, how it makes the customer feel, and the real reasons why the customer ends up going elsewhere.

    The true cost of the problem is hard to quantify because managers aren't usually aware of lost opportunities and why they were lost.

    Unfortunately, it's common for salespeople to provide a less than satisfactory service.

    The big question is, how likely is it that your salespeople are the exception to this?

    How they could be

    Do your customers respect your salespeople and trust that your salespeople are doing all they can to improve the customer's business?

    Are your salespeople the obvious go-to advisors in your space? Do they explore where value lies for each of their customers and introduce solutions appropriately?

    And are you absolutely sure?

    Improve the right behaviours

    This is worth your consideration and is perhaps a conversation worth picking up either with your colleagues or with us.

    Get in touch (click here) with us if you'd like to explore how your salespeople are actually doing (not the 'hits' that you know about but the misses that you don't) and where you might find immediate improvement.

    You might also find our free resource "The One Sales Thing" (click here) useful to help you prioritise your efforts to improve performance.

  • Do I want one shift or continuous sales performance improvement?
  • Should we train and coach our salespeople internally?
  • How self-driven and self-directed are my team to learn and improve?
  • Will everyone attending add value to the solution?
  • Will we be trained on up to date techniques that work?

Training your sales team - typical challenges we address

  • How to accelerate your sales learning
  • How to help accelerate someone else's learning
  • Helping someone find the highest impact focal point for improvement
  • Understanding how state of mind affects learning
  • The most direct way to acquire new knowledge, skills and behaviours
  • Measuring improvement from learning
  • How to facilitate rather than 'train' (how to help people learn)
  • Sales coaching vs executive coaching
  • High-performance sales coaching vs standard sales coaching
  • Learning knowledge vs skills vs behaviours
  • A sales coaching system that works
  • Wording coaching conversations to ensure results
  • Creating a sales learning and improvement culture
  • Adapting support to maximise learning (group sessions vs coaching vs 1 minute coaching vs JIT just-in-time)
  • Switching on experiential and social learning
  • Maximising sales learning outside of work
  • Helping salespeople to become 'coachable'
  • Using activity targets to steer behaviours
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Our train the trainer and coach the coach programs can be...

  • flexible to suit your timeframes
  • delivered face to face as workshops, or over the phone/Skype
  • measurable (actions taken and observed behaviours/results)
Mark Moore

Mark Moore


Client Comments

The true cost of average sales performance

  • How many opportunities are your sales people missing?

    Not spotted

    Consider how many existing opportunities are being missed by your salespeople.

    That's customers who are looking to buy a solution that you can provide. But your salespeople fail to connect with them and convince them and so the customer goes elsewhere.

    Not created

    Now add to that how many overlooked opportunities are not being created by your salespeople.

    That's where your salespeople could identify opportunities to add value that would make the customer better off than they would be hanging on to their money (ie. better off than keeping the status quo).

    Not effectively progressed and converted

    Further, add to that how many opportunities are in your pipeline but not being handled and managed as well as they could be. These sometimes begin to stagnate and the customer decides to go with an alternative option.

    Most businesses should see missed opportunities in all three.

    I wonder what missed opportunities are costing you?

  • What's the true cost of that?
  • Where is the leak?
  • Why sales improvement only comes when we all lift
  • Why setting the ball rolling early makes a big difference

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It's our job to help you get the best result you can for your investment, so get in touch and we can help you tackle sales improvement the right way.