The paradox: sales reps are the cornerstone of the business, but they are rarely well trained
Sales is often perceived as a “natural talent” that a good rep possesses intuitively, with a little field experience thrown in for good measure. This perception is persistent and misleading.
According to the Digital Sales Institute, 26% of reps have never received structured sales training. And according to Spotio, 84% of what is taught in sales training courses is not retained beyond 90 days without additional support. Why? Because these training courses are often generic, disconnected from the reality in the field, or without any real follow-up.
While speed and performance have become the norm, many teams rely on intuition, instinct, or “senior experience.” But these benchmarks alone are no longer enough. What needs to be developed are truly ingrained professional reflexes.
Training is not transforming
Sending a sales representative to a one-day training course is not enough, because when faced with a customer, he or she does not have time to consult a best practice manual. The reaction must be in real time and fluid. This requires integrated know-how at the level of automatic responses.
Training is about imparting knowledge. Transformation is about changing behaviors, ways of listening, presenting, and negotiating. More than that, it's about giving each salesperson the tools and benchmarks they need to adapt to different types of customers, unexpected objections, and the realities of their territory or sector. In short, it means integrating a foundation of skills and attitudes that can be applied immediately and sustainably.
Three indicators of effective sales training
As a manager, if you want to identify whether your development program is effective, ask yourself these three key questions:
- Are concrete changes visible at the end of the program?
- Are all your reps adapting their approach in different situations?
- Are customer actions producing better results?
If not, you risk seeing yet another “flash in the pan”: an immediate boost... followed by a return to old habits.
What really works: embedded learning and step-by-step progression
Today, the best results come from immersive, iterative training processes tailored to the specific realities of sales reps. Several studies confirm this:
- Companies with structured ongoing training programs see a 50% increase in sales rep productivity (ValueCore).
- 65% of top-performing reps say they receive ongoing support from management to improve their skills (Close.com).
- And 94% of reps say they would stay longer with an organization if it invested seriously in their professional development (Digital Sales Institute).
A structured approach that includes self-directed learning, group role-playing, individual coaching, and practical simulations has a greater impact than any other single method.
This is even more true when it is linked to the team's real challenges: changing offerings, difficulty communicating with decision-makers, digital transformation of customers, price negotiations, etc. Sales reps need training, not just information.
Solutions exist
Today, there are approaches designed to reflect the reality of sales teams: progressive, action-oriented, and incorporating digital tools, virtual sparring partners, personalized playbooks, and even artificial intelligence.
But what really matters is that investment in training generates a measurable impact. And that teams develop their skills, not just their confidence.
Is it demanding? Yes. Is it profitable? Even more so.
In conclusion
As a sales team manager, your role is not limited to setting goals or tracking KPIs. It also includes a responsibility: to equip your team to be better, more relevant, more agile... and more effective.
Investing in transformative learning experiences sends a clear message to your teams: their success is not solely dependent on their instincts or determination. It is also your strategic priority.
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