LSA Global Insights Newsletter: Top 5 Reasons to Postpone Business Sales Training

August 27, 2019

Top 5 Reasons to Postpone Business Sales Training

When You Should Postpone Business Sales Training
There are many valid reasons to delay or postpone sales training. The value and timing of business sales training, like every other sales investment, must be compared to and aligned with shifting business priorities and initiatives.  

Given the speed of change today and the constant pressure of competition, what timing makes the most sense in terms of the value and business impact of the training?

The Impetus to Improve Sales Performance
The majority of our clients are being pressed by their investors to deliver higher growth at the same time as their clients are demanding more value at better price points. 

To make matters more challenging, there are fewer barriers to entry causing competition to increase. This perfect storm means many companies are:
  • Trying to design and introduce more new products and solutions faster than ever before
  • Launching major shifts in their go-to-market sales strategies in terms of solution sets, target clients, value propositions, portfolio mix and geographic reach
  • Struggling to hire sales reps fast enough who can sell complex solutions to different types of buyers
The Top Priority - Profitable Revenue Growth
When we talk to sales leaders, there is one priority that never seems to change - profitable revenue growth. If this is true, then the question becomes, is sales training important to ensuring profitable revenue growth? Because sales training develops new sales skills and techniques gradually over time, the impact of training can be difficult for some companies to quantify.

The Impact of Sales Training
The good news is that we have measured over 800 sales training projects and know that profitable revenue growth is possible. Sales teams that do training right are able to grow revenue 58% faster and are 72% more profitable than their peers. 
To ensure your sales training hits the mark, follow these three research-backed best practices:
  1. Clear Sales Strategy - Start with a clear, believable and implementable sales strategy about where you are going to play and how you are going to win. Sales training without a clear sales strategy is just wishful thinking.
  2. Aligned Sales Culture - Once your sales strategy is clear enough, your next step is to ensure that your sales culture (the way things get done) is healthy enough, high performing enough and aligned enough with your sales strategy to help, not hinder, progress.
  3. Differentiated Sales Talent - Once your sales strategy and culture are aligned toward profitable growth, it is then time to attract, develop, engage and retain the top sales talent you need to execute your sales strategy. This is where sales training comes in.
Because sales training is just one avenue to improve profitable revenue growth, there are certainly situations where it makes sense to postpone sales training.  Here are the top five reasons from our clients.

About LSA Global
Founded in 1995, LSA Global is a leading performance consulting and training firm that helps high growth technology, services, and life-science companies create a competitive advantage by powerfully aligning their culture and talent with their strategy. Learn more about getting aligned