Phone Sales Training: Learn Why It Matters and How to From 5 Key Tips



The phone is still one of the most important business tools. Even with greater access to the internet and the facilities it brings to purchase products and services, many negotiations, especially those in the B2B market, are still carried out through this medium.

However, to obtain satisfactory results, it is essential to have a team of properly trained and prepared salespeople to conduct the entire sales process over the phone. With that in mind, we’ve created an article here to show you some tips on how to do sales training using this classic commercial tool!

We invite you to continue reading this content to find out how to train your salespeople and ensure high performance in phone sales.

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Telephone Sales Training: Why Should I Do It?

Before we show you how to do phone sales training, it’s important to clarify why this practice is important.

A survey showed that 80% of salespeople use the phone to prospect customers. However, only 53.2% invest up to an hour to prepare for these phone calls.

In fact, the telephone sales process has some peculiarities that, if not fully known by the salespeople, can significantly affect the company’s results.

Issues such as the salesperson not being able to make eye contact with the lead, the prospect generally not expecting a call, and the need for the salesperson to be more direct to keep the potential customer interested in the line are examples that salespeople need to be prepared with to deal.

And these skills are gained through a solid and effective training program. The objective is to ensure that sellers are seriously qualified to conduct a negotiation over the telephone, considering the characteristics, specificities and challenges of this modality.

5 tips on how to do phone sales training in practice

What about when the potential customer answers the phone? How should the approach be? How to get around the objections? How to create meaningful conversations and move the lead forward on your buying journey?

All these doubts can be solved with a good sales training over the phone.

If you want a practical and objective roadmap on how to create sales training, here are 4 valuable tips for developing effective training aimed at sales over the phone.

1 – Identify what your sales team needs to learn

In this first tip, it is essential that you survey the main difficulties of your sales team and the points that need to be improved when it comes to conducting negotiations over the phone.

For this:

  • Do a survey and ask them to fill out an online form. There are several free survey software with this capability;
  • You can also listen to calls they make (with their consent) and identify what they are doing right and what they need to work harder on. It is also worth listening to the calls of the team’s top performers to learn about the best practices that have led to conversions;
  • Don’t forget to look at the result of key performance indicators to identify what needs to be improved.

From this, it will be possible to define more accurately the topics that will be covered in the training and better target the contents that will be taught.

See some examples of topics that could be addressed:

  • How to reach the right person and pass the secretary;
  • How to prepare a cold call script ;
  • How to handle major customer objections (I don’t have time, I’m not responsible, etc.);
  • How to assess the quality of your link ;
  • How to use cases;
  • Practice “false” connections with colleagues and then use learnings with customers.

2 – Choose the ideal format for training

It is important that you define the most suitable format for carrying out the training with your sales team.

It is possible, for example, for training to take place in person, at a distance or hybrid

The format should be chosen so as to favor the absorption of the content that will be taught to sellers.

Consult with contributors to find out which format they prefer. But, don’t forget, this is the type of training that needs to have theoretical and practical moments so that knowledge can be absorbed in the best way.

3 – Set the budget for training

Setting up training for telephone sales entails costs for the company. Therefore, it is necessary to define a budget to enable the classes and the necessary resources.

Consider the number of participants, the format chosen, the total duration of the training, and the feedback you expect to get.

If you are going to rely on a specialized consultancy, it is worth getting some quotes before closing the budget so that it allows you to hire the ideal supplier.

4 – Set up a schedule for the execution of the training

Finally, you need to estimate the duration of sales training over the phone.

Set questions such as total classes, duration of each class, and start and end dates.

This aspect of training will depend on the needs of the sales team that you mentioned in our first tip and the volume of content to be taught.

5 – Measurement of results

After taking the training, it is essential to measure the results to verify if what is being taught is really bringing benefits to the company.

There are two ways to do this.

The first is analyzing test scores during training and also by collecting survey questionnaires about what the trainees thought of the topics covered and their practical use in everyday life.

The second is analyzing the results of sales, if they increased, if there were fewer complaints, etc. Review your sales KPIs after training and see if they are really improving salespeople’s performance.