Sales training vs. sales readiness

What is sales training?

Sales training is focused on providing knowledge, skills, and techniques to sales representatives to help them improve their selling abilities. The primary goal of sales training is to equip sales professionals with the tools and knowledge they need to effectively engage with customers, overcome any objections, close deals, and meet sales targets. Sales training includes topics such as product knowledge, sales techniques, objection handling, negotiation skills, communication strategies, and sales process understanding.

The training can consist of classroom-based learning workshops, role-playing exercises, and other learning activities aimed at improving specific sales skills. It can also be conducted online as well as on-the-job and can be led by internal colleagues, external consultants, or through training programs provided by sales training organisations.

What is sales readiness?

Sales readiness involves ensuring that sales professionals are prepared and equipped to successfully engage with customers in real-world selling situations. The main goal of sales readiness is to ensure that sales reps have the right resources, tools, and information which is easily accessible to engage effectively with customers at every stage of their sales cycle. Sales readiness involves using a broader set of skills and resources which are different to the traditional sales techniques, including product knowledge, market insights, competitive intelligence, sales enablement tools, CRM systems, and sales content. It involves ensuring that sales reps have access to the latest information, training materials, and technical tools needed to perform their roles effectively.

Sales readiness often involves ongoing coaching, mentoring, access to sales enablement platforms and the continuous reinforcement of key messages. This is to ensure that sales reps are always up-to-date, well-prepared, and capable of adapting to changing market conditions and customer needs.

The difference between sales training and sales readiness:

Many believe that sales training and sales readiness are the same concept, however there is a difference between the two. Sales training focuses on developing specific selling skills and techniques, ensuring that your sales reps are aware of your target customers, details about the products and services you sell and how to sell this effectively. However, sales readiness is about ensuring that sales reps have the knowledge, tools, and resources they need to engage effectively with customers and drive successful sales outcomes. Both sales training and sales readiness are essential components of a comprehensive sales enablement strategy that aims to maximize the performance and effectiveness of a sales team.