Manufacturing & Industrial Sales Training Programs

Win More Deals. Break Through Buyer Bias. Drive Industrial Growth.

In today’s manufacturing and industrial landscape, selling is more complex than ever. Buyers are more informed, more price-sensitive, and often further along in their journey before ever engaging with a salesperson.

Richardson helps manufacturers and industrial distributors compete with confidence. Our customized sales training programs give your teams the skills to challenge assumptions, build consensus across stakeholders, and differentiate beyond product specs and price — turning fragmented sales efforts into coordinated, value-based growth.

Why Sales Training Matters in Manufacturing & Industrial Sectors

Manufacturing and industrial sales professionals face mounting pressure from:

• Price-driven competitors commoditizing offerings
• Digitally equipped buyers forming early opinions before seller engagement
• Siloed sales teams using inconsistent sales methodologies post-acquisition
• Evolving buyer expectations, demanding insight, agility, and value at every touchpoint

As customer acquisition costs rise and organic growth becomes harder to achieve, leading organizations are shifting their focus to sales effectiveness. But growth won’t come from working harder — it comes from aligning teams around a shared sales strategy built on proven methodologies.

Richardson's Approach to Training Manufacturing Sales Teams

We believe manufacturing and industrial sales teams need more than product knowledge — they need a framework for navigating complex, price-sensitive buying environments where customers often come armed with data and preformed opinions.

At Richardson, we help organizations choose the sales approach that best aligns with their business model, deal complexity, and competitive pressures. Whether the focus is on building trust across long-standing accounts or challenging buyer assumptions to create urgency, we guide teams toward the methodology that drives results in their world.

Some teams thrive with a consultative, relationship-focused approach that emphasizes needs discovery, technical alignment, and collaborative dialogue. Others benefit from a Challenger-led model that enables sellers to reframe customer thinking, introduce commercial insight, and take control of high-stakes conversations.

In every case, our role is to develop a customized training journey — grounded in behavioral science, supported by data, and built to deliver repeatable, measurable performance improvements.

Outcomes You Can Expect

Our clients in manufacturing and industrial sectors have achieved measurable, market-leading results:

• 30% revenue increase post-training
• 90% year-over-year revenue growth in one year
• 139% of annual sales goal achieved
• 12% average increase in new opportunities per quarter

Training Programs for Manufacturing & Industrial Sellers

We tailor each training engagement to your sales team’s reality. Programs frequently leveraged by our manufacturing clients include:

Consultative Opportunity Pursuit

An agile selling framework that helps reps move deals forward with confidence. Teaches momentum-building skills, decision flow navigation, and opportunity qualification.

Consultative Selling

A powerful structure for running effective customer conversations. Reps learn how to build credibility, uncover needs, and guide high-value sales meetings.

The Challenger Sale

Ideal for sellers navigating complex health systems. This program teaches reps to lead with insight, tailor solutions to multiple roles, and take control of buying conversations — critical for engaging value committees and reframing thinking in evidence-driven cultures.

Consultative Prospecting

Sellers learn to develop strategic prospecting plans across digital and direct channels, build trust with new buyers, and generate qualified pipeline in complex accounts.

Consultative Negotiations

Equips reps with the dialogue and trading skills needed to protect value, reduce discounting, and secure favorable outcomes.

Accelerate Sales Performance System

A data-driven platform that tracks skill adoption and delivers personalized learning journeys — enabling frontline managers to coach at scale and replicate what works.

Manufacturing Sales Training in Action: Cummins Case Study

Cummins, a global manufacturer of power systems, needed to unify its global sales team after multiple acquisitions. With dozens of products, markets, and selling styles, they faced significant challenges in aligning messaging and sales behaviors. Working with Richardson, Cummins implemented a unified training program grounded in Consultative Selling that resulted in:

• Improved message consistency across global sales teams
• Better collaboration across business units
• More predictable pipelines and stronger customer engagement

Click here to read the full case study.

Partner with Richardson to Unify and Elevate Your Sales Force

With decades of experience across manufacturing, distribution, and industrial services, Richardson brings a proven playbook to every engagement.

We help you:

• Align your sellers on a shared sales methodology
• Equip teams to break through buyer bias and commoditization
• Customize training to fit regional, product, and channel needs
• Track performance and ROI using proven analytics tools