Sales managers: 5 ways to boost sales training


As a sales manager you have a key role to play in the success of sales training initiatives for your team. Indeed, you must make sure that your team puts into practice the learnings from their sales training. In general, I noticed that the sales managers did not seem to know what to do after the training and had difficulty applying the different learnings.

During a training, only 13% of the information is retained by the participant. To ensure you are properly equipped to increase retention of different elements, you must commit to participating in the various sales training that your team takes.

Here are 5 elements that will help you reinforce your team’s learning , in order to apply as much information as possible after training. Thus, the application of these principles will allow you to make profitable your investment.

1. Circulate successes

As a sales manager, it is essential for you to focus on the multiple successes of your representatives.

I have noticed that when a representative successfully applies a concrete concept learned during a sales training, the fact of circulating this good move directly generates positive contamination throughout the whole team. In addition, this sharing encourages less active employees to quickly embark on the transformation that has begun. You just need to highlight this success in a sales meeting or by email.

Several successes deserve to be highlighted, regardless of their impact. For example, get your reps used to sharing:

  • a favorable change in behavior
  • the application of more efficient practices
  • a difficult action that has been taken (disqualifying a big sales opportunity, asking difficult questions of a potential client …)

2. Identify relevant questions to ask your representatives

Several questions can be asked of your representatives in order to ensure that the sales team applies the different concepts seen during the training. It’s a simple and effective way to remind sellers of the essential themes through specific questions :

  • “How did you apply the concepts seen during the training this week?”
  • “What are your new behaviors put forward following the training”
  • “What concepts are you going to use in the next week? “

Thus, this type of questioning leads to a certain proactivity within the team.

3. Create focus areas

Subsequently, I noticed a recurring problem after training: the overabundance of complex concepts that can overwhelm salespeople. To remedy this shortcoming, you must highlight the most important aspects and draw up a list to work on them individually in the near future. This is what I call focus areas.

The goal is to only focus on a few key pieces of all the new knowledge , so the sales team can practice one or two pieces at a time. This allows more new behaviors to be incorporated and done incrementally, instead of trying to do everything at the same time.

In addition, we must not forget that repetition is the basis of learning . Thus, the fact of emphasizing several times on these essential elements, allows the representatives to concentrate on the right thing, thus to generally create a better uniformity, because everyone will apply the same concepts.

4. Help reps apply knowledge

To ensure that reps apply their new knowledge, you need to show them how the various aspects seen through the training apply in the different contexts. Having this ability to contextualize is important because it allows you to better explain to reps how to apply the different elements, which in turn reinforces the learning.

Also, I advise you to include many of the elements from the training in your sales coaching . You just need to recall certain key aspects on a regular basis in your coaching with representatives.

5. Be able to ask for help from trainers or experts

Finally, not having all your questions answered is quite normal. I strongly advise you to never hesitate to ask for help from your various resources, because this strengthens your learning . 

It is not realistic for you to know all of the exact details of sales training. The trainers on sale are generally available to answer your various questions.

To remember

Finally, as a sales manager, for the training to bear fruit in your company, it is up to you to carry out assiduous reinforcement by applying the various elements mentioned above. These are relevant avenues to help the success of sales training.


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