Resource Logo

Hello, you are using an old browser that's not compatible and no longer supported. Please consider updating your browser to a newer version.

This site uses cookies to provide you with a great user experience. By clicking continue you accept our use of cookies to modify the information we collect please click here.

Continue

This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here.

Contact Us

Building a B2B Sales Training Program

To keep pace with changes in the B2B buying process and remain ahead of the competition, successful sales organisations must ensure their salespeople remain agile and strive for continuous improvement, never resting on the previous success.

For many B2B selling organisations, continuous skill building at scale is not an easy task.

Identifying the right skills, the right people, the right sustainment path, and the right metrics to measure takes planning and expertise.

These 5 tips will help you build an effective business to business sales training programme.

  1. Start at the Top – Leadership buy-in and commitment is critical. From the vision they communicate through the behaviors they display, leaders need a clear path and set of skills to lead the change.
  2. Make it Personal – Every salesperson and sales manager comes to the table as a unique individual with strengths and gaps. Personalisation begins by giving the team visibility into their unique needs to create buy-in and engagement. Customised, contextualized content drives immediate relevancy. Targeted learning paths drive individual behaviour change and are achievable at scale.
  3. Focus on Agility – The sales process and methodology a sales organisation employs drives consistency and a common language for sales coaching. But, B2B sales skills are what drive agility in the moment with the buyer. In a world where change is constant, the most successful business to business sales organisations are the ones that are highly skilled and can stay out in front of their buyers.
  4. Plan with the End in Mind – Sustainment and measurement strategies should be planned at the beginning of a sales transformation initiative. Understanding the critical business metrics you need to improve will drive the behaviours you change. Sustaining your transformation is the best path to realising the full return on investment.
  5. Use Data to Keep Getting Better – Using real-time data and analytics not only shows progress, but it also allows for in-the-moment adjustments for the most targeted improvement efforts. Commitment, engagement, behaviour change, and performance improvement are all measurable elements that should be tightly woven together in a data set that is accurate and delivered in a way that leads to actionable insights for your business.

Building momentum to the close of a sale while preserving the bottom line requires a strategy that takes place before, during, and after the sales call.

Richardson offers programmes like intentional pursuit strategy and prosperous account strategy to train sales reps on building an intentional plan to engage their customers and B2B prospects. These programmes combined with those that focus on selling conversations like consultative selling, consultative negotiations and high-stakes consultative dialogues build a powerful solution for improved sales performance.

Selecting a Training Modality For Your B2B Program

In most cases, a blended learning solution will be most effective for professionals who sell B2B products or services because it minimises time out of market and maximises time spent in the classroom. A balanced, pragmatic approach to learning helps promote the acquisition of knowledge; mastery; application; and long-term, sustained behaviour change in the field.

A blended learning solution incorporates a wide range of training delivery modalities that might include:

A common blended learning training for B2B sales training typically involves 55%-75% of the total time spent engaged in various online activities and the remainder of the time in the classroom.

Building an effective B2B sales training programme can be a daunting task. If you would like support in creating a programme that engages your sales team and drives results for your organisation contact Richardson to learn more about how you can partner with us to drive success.

About The Author: richardsonsalestraining
Richardson is a global sales training and performance improvement company. Our goal is to transform every buyer experience by empowering sellers with critical skills so they can create value to buyers and drive meaningful conversations. Our methodology combines a market proven sales and coaching curriculum with an innovative and customizable approach to learning that ensures your sales teams learn, master, and apply those behaviors where and when it matters most — in front of your customers. It’s our job to anticipate change in your industry so that your sales team can focus on fostering long-term relationships, becoming indispensable partners for their buyers.

Sales Training Effectiveness

2019 Selling Challenges Study

With hundreds of responses, we've captured timely insights into how 2019 will unfold and how to address emerging sales challenges....

Sales Training Effectiveness

Brief: Building A Sales Curriculum For Every Sales Professional

Sales leaders need a connected curriculum to access the skills needed in today’s market. In Building a Sales Curriculum for Every...

Consultative Selling Skills

Defining the Consultative Sales Approach

Competing in the world of selling today means understanding the changing world of your buyers and adjusting your sales approach accord...

Sales Training Effectiveness

Driving Sales Effectiveness

Sales effectiveness refers to a company’s ability to generate sales. Greater sales effectiveness means driving sales performance...