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    ReallyB2B Insights

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    Why sales training is
    essential from a business perspective


    Sales training should be the foundation and heart of every business. It is a strategic investment that will yield significant returns by enhancing sales performance, improving customer interactions, and positioning your business for long-term success in a competitive market. Although training is often one of the first budgets to be cut, ultimately it is sales training that puts the customer truly at the heart of business.

    Why? You learn to listen and understand the needs, pain points and goals of your customers. What makes them more productive, effective, and profitable?

    In essence, sales training instils the importance of focusing on the customers’ needs, building relationships, and delivering tailored solutions. Consistently putting the customer first, you will create mutually beneficial partnerships that drive growth and success.



    Business growth

    Every business has a strategy to grow, but it is impossible to achieve this goal if your people don’t also develop.

    For example, you may have a strategy to target larger companies with greater spending power. However, the strategy, tactics and skills needed for this objective are very different from selling to SME’s. Quality sales training and coaching will provide your team with the knowledge and skills they need to execute your growth strategy and take your business to the next level. Technology advancements mean you now need to do so much more to engage with customers than before across multiple platforms, so this is an essential part of today’s mix you must have. The skills and knowledge gained from sales training will have a lasting impact on your team’s capabilities. As they continue to improve, your business will experience sustainable growth and increased revenue over time.

    Business awareness

    Understanding the sales process and customers’ needs enhances employees’ awareness of the wider business context, which will lead to better decision-making and more informed contributions to achieving company goals.

    Adapting to change

    In today’s uncertain times and in a dynamic business environment, change is constant. Sales training can include strategies for adapting to change which helps everyone navigate transitions effectively.

    Professional development

    Providing sales training to all employees demonstrates the company’s commitment to professional growth – boosting morale, job satisfaction and employee retention.

    Why sales training is relevant to all employees

    Valuable skills and mindsets are essential for effectiveness, collaboration, and contribution from all employees, not just sales. Understanding the commercial side is essential to align each team to help understand the sales story, what sales are trying to achieve and to understand everyone’s part.

    Customer-centric culture

    Everyone in your company will have interactions with customers. Sales training provides communication skills and customer-centric techniques that will help deliver excellent service. Fostering a culture where everyone prioritises customers, and their needs, will enable your business to deliver better value for your clients, increasing retention and salience.

    Brand Advocacy

    Brand advocacy amongst employees can increase your reach with new prospects and customers, as well as provide a useful and cost-effective recruitment tool. Having a workforce that believes in your product or solution, and that can knowledgably communicate its benefits will help you maximise the reach of your team and potential networking opportunities.

    Effective communication

    Sales training hones communication skills, enabling employees to convey ideas clearly, influence others and collaborate effectively within teams and the overall business.

    Empathy and listening

    Empathy and active listening skills are beneficial in any context, not just sales. These skills foster better understanding, stronger relationships, and improved collaboration between everyone in your business.

    So what can you do?

    Lead from the front – If you are a senior manager, don’t be passive, lead and provide support from the top to demonstrate the value of continuous learning by participating in training and promoting a culture of skill development.

    Collaborate – The most important action to implement is cross-functional collaboration. Play your part and encourage collaboration, including sales, marketing, product and client services teams, to provide seamless experience and address customer needs. Sales and marketing teams should align messaging, target audience profiles and lead generation efforts to achieve the best outcomes.

    Leverage sales analytics – Use analytics tools to track your sales performance such as conversion rates, lead sources and sales cycle and highlight areas for improvement and focus. Implementing lead scoring and segmentation systems to prioritise leads based on their potential value and characteristics will ensure efforts are directed towards leads and the best conversion outcome.

    Improving sales skills is an ongoing process requiring commitment and a pro-active approach. By investing in structured training, coaching, technology, and continuous learning opportunities, you can significantly enhance your sales performance and contribute to overall business success.

    If you want to maintain strong growth, keep investing in your people and don’t fall for the frequently adopted short-term profitability option by cutting essential training budgets.


    Let us help…

    At ReallyB2B, we help brands to improve their understanding of the B2B market and become better connected with their audiences – to maximise sales opportunities and achieve business growth. We blend emotional understanding and extensive marketing expertise to uncover insights, create engaging content, and help customers grow with results-driven campaigns. Whether you are looking to identify new audiences, ignite conversations with new or existing customers, or highly focus your efforts in an ABM campaign, we have the best people for the job.

    Speak to one of our experts today on 0207 970 4123 or email


    This week’s blog has been written by Sarah Clegg, Partnerships Director at ReallyB2B.