Internal sales training improves team performance, which can increase sales revenue. In addition to helping you make money, training may also save you money. For example, it can reduce recruitment costs by retaining high-level sales talent or training representatives to streamline non-sales activities using artificial intelligence technology.
What is Internal Sales Training?
Internal sales refers to selling products and services remotely rather than traveling to meet customers (external sales). Instead of face-to-face meetings, internal sales representatives use the phone, email, or social media to sell products and services. Internal sales are typically popular among technology, B2B companies, and software-as-a-service for high-cost applications.
Benefits of Internal Sales Training
Are you considering investing in internal sales training for your team? Here are five reasons why you should.
1. Improve sales revenue and performance
Wilson Learning reports a 43% increase in performance – measured by revenue – after training sales representatives alone. Then, with the addition of manager training, sales performance (revenue) increased by 24% to 67% overall.
2. Prepare sales representatives for long-term success
To achieve the highest return on investment, you should view sales training as a long-distance race rather than a sprint. However, according to Mindtickle, 85% of representatives report “training on closing open deals” while only 24% are trained on “long-term skills.”
3. Close the talent and skills gap
According to Gartner, 78% of sales managers find it “very or somewhat” difficult to attract high-quality sales candidates. Additionally, there are about three candidates for every B2B sales job.
4. Reduce employee turnover
Companies can spend between $10,000 to $15,000 to hire a single sales representative (ATD Research). Employee retention should be a priority if you want to reduce recruitment costs. Internal sales training can help with that.
5. Leverage artificial intelligence technology
68% of business leaders say artificial intelligence can help them scale their business in ways that would not be possible without it (State of AI Report). They see 65% of business leaders believe AI is impacting productivity similarly to the industrial revolution.
Internal Sales Training Methods
We cover general internal sales training methods and specific training activities based on generational preferences (according to the Salesforce State of Sales report). You or an external provider may offer one or a combination of all the following internal sales training formats.
Types of General Internal Sales Training:
– In-person training. These courses are delivered face-to-face in a classroom or similar setting. In-person training may be offered either individually or as group training.
– E-learning. In this case, every aspect of internal sales training is provided remotely. Everything is delivered and completed online, from training sessions and periodic role plays to training manuals and assessments.
– Blended learning. This approach combines e-learning and in-person training to deliver blended internal sales training. A trainer may conduct a remote training session via video and then follow up with an assessment in a classroom.
– Performance reviews. Performance reviews are not only an opportunity to celebrate success and discuss improvements. You can also use them to train the internal sales team. To engage Generation Z, use monthly performance reviews as a training opportunity.
Examples of Specific Internal Sales Training Activities:
– Training materials/resources. Quizzes, checklists, manuals, or worksheets are examples of training resources. According to the Salesforce report, this type of activity is the most popular among older generations.
–
Sales strategy review. Periodically review the decisions, actions, and goals behind your team’s sales strategy – then provide feedback. If you are doing this activity and want to make it more interactive, consider role-playing as the client and salesperson to apply the strategy in different scenarios.
What Makes Great Internal Sales Training (+ Tips)
Whether you hire an external training provider or conduct training internally – great internal training shares some specific elements. For example, training should be tailored to your needs, teach specific skills, and go beyond theory.
1. Designed According to Your Needs
Effective sales – whether your strategies, messaging, client files, etc. – utilize the power of specificity. Great internal training should be specifically designed for your industry, your product/service, and your company’s goals. But what exactly does that look like?
Let’s say you’re in the B2B SaaS space. It might be beneficial to make general training (like public webinars or events) available to your sales team. They are usually more cost-effective. And it’s possible that sales reps will walk away with some new knowledge.
However, internal sales training in the B2B arena focuses specifically on data-driven sales for remote selling, which better reflects the needs of your SaaS model. This is in contrast to a seminar focusing on general prospecting research, for example.
2. Don’t Overlook Field Sales Skills
The role of the inside sales rep has expanded significantly due to changing sales models. In the past, inside and field sales reps worked together on the same deals, even though they performed different tasks. This configuration is known as the team selling model.
However, as Bob Perkins, founder of AA-ISP indicates, the separate model – where inside sales reps work separately from field reps and are responsible for their own quotas – is gaining popularity. This means that all tasks traditionally associated with field sales reps are now extending into inside sales.
3. Main Focus on Inside Sales Skills
The requirements for inside sales are constantly changing, and thus the skills needed to succeed in this role are evolving as well. Accordingly, Bob Perkins has called on companies to train specifically for inside sales.
He says, “Training companies need to change with the times. There are many good companies, but they aren’t addressing the details and requirements of the inside sales rep today. They aren’t talking about social media, how to give a great remote presentation, pre-call research, or engaging with leads at the top of the funnel.”
How to Measure Training Impact
Let’s review three ways to measure impact so you can determine if your training is effective. Use the following to compare the impact of old training courses against new ones, update your materials, and find ways for continuous improvement.
1. Team Revenue
Why invest in training your inside sales team, anyway? To boost sales performance. Why do you want to boost sales performance? To increase sales revenue, of course. So, if we’re talking about key metrics for measuring training effectiveness, let’s start here.
Just as Wilson Learning did, you might consider measuring sales revenue over an 18-month period – before, during, and after the training. Then, let the data speak.
2. Individual Performance Reviews
Want to measure the impact of internal sales training? Use performance reviews to ask individual team members about their experiences shortly after training.
No, this isn’t a pop quiz to test your employees. And there are no “right” or “wrong” answers. Instead, it’s a great way to uncover the valuable parts that left an impression on people after a training period.
3.
Participant Survey (Post-Training Evaluation)
Aside from quantitative data such as sales revenues, you can collect qualitative data through survey responses. Qualitative surveys involve asking open-ended questions that allow participants to elaborate on their experience in their own words.
You can also include quantitative questions (such as yes/no questions or rating scale questions) to get “measurable” results. You might ask sales representatives to rate the effectiveness of the training (or elements of it) on a scale of one to five, for example.
If you are providing training in-house, the feedback you receive will be particularly useful. You will be able to see what is consistently working over time and find opportunities to improve the training in each iteration.
Mastering the Art of In-House Sales Training
In-house sales training can help you bridge the talent and skill gaps and prepare your sales representatives for long-term success. Whether the training is face-to-face, online, or blended, all great in-house sales training shares specific elements. For example, the training should be structured and teach specific skills while going beyond theory.
Whether you invest in training from an external provider or conduct training in-house, you need to measure the impact to know what is working and what is not. You can do this through sales revenues, performance reviews, and post-training participant surveys.
Source: https://blog.hubspot.com/sales/inside-sales-training-problem
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