How to measure sales training results and know if it was effective?

sales-training results

Sales training is an essential part of commercial management. Or at least they should be.

We still have a strong view in the market that they are only needed when new salespeople join the team, or when a new product, service or campaign is launched. Really?

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Of course. Continuous training is very important so that all the organization’s goals can be achieved, so that there is a strong connection between brand positioning and interactions with customers and for the development of the team’s professionals.

Where, then, is the challenge? One of the main ones is to accurately measure the results generated by each training, knowing what to expect from it.

In this article, we’ll introduce you to the types of trainings and key metrics to monitor from them. Check out!

Train, train and train

Unfortunately, as we said, many companies invest in training only in the first steps of the salesperson within the team, during onboarding. Furthermore, it is common for managers to face resistance from more experienced salespeople, who believe they have mastered all the skills related to their role.

For these two challenges, there is a solution that requires dedication, but, on the other hand, brings excellent results: working with a training program within the company.

This means creating learning plans for different functions and levels of experience, defining content tracks, attending training courses and involving professionals in their own development.

In this sense, it is also recommended to merge the different types of existing training:

1. Behavioral training

These are training focused on behavior changes, such as leadership development, communication, time management, among other examples.

2. Attitudinal training

Attitudinal training, in turn, focuses on aligning with norms, attitudes, beliefs and values. They are very important to promote cohesion in the organizational culture.

3. Technical training

On the other hand, technical trainings are those in which professionals learn technical concepts and skills, such as, for example, using the CRM system, creating sales scripts, SPIN selling, among others.

Perhaps you’ve already noticed here that you’re only working on one or two of these pillars, right?

A good training program, however, does not focus on developing only part of a sales representative’s skills and competencies, but rather on developing them completely.

It should be said, of course, that preparing the content and choosing who will deliver the training is the basis for its success. It is not possible to expect good results from a training that is not designed for the particular challenges of those who will participate in it or that is not conducted by someone the team respects and trusts.

The importance of having objectives and goals to achieve

Understanding the importance of designing a development program, we come to measuring its results!

To eliminate the view that sales training achieves few results and takes the team out of their daily tasks, it is necessary to know that each one has its own objective and just looking at it will it be possible to make an evaluation of results.

When setting up the training schedule, it is important to consider specific training for each goal that needs to be achieved, thinking about the bottlenecks for better results in the company.

So, let’s say the team’s big problem is generating more opportunities. What can be done? Training focused on prospecting, approach, social selling, among other topics. From them, the goal can be to increase the volume of leads at the top of the funnel.

If the challenge is the low integration and collaboration between professionals, you can invest in training or interactions with this focus, aiming for results such as the number of opportunities worked together or projects developed from the team’s collaboration.

Indicators for sales training

While each training has its own purpose, overall we can expect a solid training and capacity-building program to bring some common results. Are they:

1. Higher sales volume

Hardly a single sales training will take effect in the days following its completion. Therefore, you should not expect short-term results for them. After all, training involves time to absorb knowledge and put it into practice.

After a period, however, an increase in sales volume can be expected, especially if there is follow-up on what has been trained.

And how to do this? Let’s say that the training was focused on getting to know better the attributes of the product that your company sells. After a while, you should monitor whether sales reps are highlighting these benefits from the first interaction to contract closing and measure how much this has been reflected in sales.

2. Better Conversion Rates

Likewise, for any type of training (behavioral, attitudinal and technical) good results can be reaped in improving conversion rates.

The reason? Professionals with better developed skills and abilities are able to identify points of improvement for their performance and for the application of acquired knowledge – and this is reflected in the entire sales funnel.

But it is important to remember: this improvement will only be possible with quality training and a continuous learning program.

3. Customer satisfaction

Training makes all the difference in the customer experience, doesn’t it?

This we notice in our daily life, when dealing with care in different ways, we often value the training given to professionals in this or that establishment.

And this also applies to your business, since salespeople who are well-trained to deal with unforeseen events, to conduct a sale efficiently and to deliver to the customer what he really needs will make all the difference in the level of satisfaction.

Another important point is the similar quality of service among your sales representatives, so that the customer can identify a pattern in interactions with your company. And that’s part of the sales training results!

4. Learning curve for new salespeople

It’s normal to have a learning curve for new team members. But you can reduce that time to reaching your potential based on the results of sales training and other enablement resources such as guides, forums, and mentorships.

The impact of this, you must know, is quite significant for the commercial area, where the turnover of professionals is quite high and can impact the business’ sales peaks.

5. Team commitment

A good training program also helps to avoid this low retention of talent that we talked about in the point above. When a professional realizes that they are in a place that cares about their development and gives them the tools for career advancement, their engagement with the company is much greater.

Something that also reflects on other sales metrics, which can be driven by the team’s commitment.

Measuring sales training results is essential to all other goals

Sales training, by far, is an ineffective action for a business strategy. We even consider it an important pillar for success in all goals defined by an organization.

But, for this to be consolidated, the company’s management needs to see training as a priority, investing in a training program that is not just about gathering the team in a room for 1 hour each month.