That’s almost certainly true! There’s always a better way to do something, because situations and circumstances change, and we have to keep an edge in our approach. However, ‘sales training’ tends to be the lazy default solution to throw at improving sales. And if your sales problem isn’t a sales training problem, then your investment in terms of time, money, effort, and patience of your people, will be wasted or damaged.

If you’re going to train your team, you’ll want to get everything behind the scenes right first, so that everything is aligned and you’re training them to run the engine efficiently.

Sometimes an apparent sales training requirement is actually a sales metrics/incentives problem that’s driving the wrong behaviours. Or it can just come down to a lack of role clarity. Who’s doing what?

It’s also worth considering what stronger contribution your customer-facing non-sales people could be making. We provide targeted training for them too, to help them do much of the heavy lifting if they’re in the right place at the right time.

And of course there’s no point in doing ‘sales training’ when AI could be doing much of the heavy lifting too. Why train your people when AI can do something better and significantly faster?

It’s worth looking at what AI can do first, and how, and then training your team to run the AI, leaving what capabilities are left to be trained and delivered by people.

So don’t rush into buying training, get a deeper look at your entire system first. Then train efficiently.