How to Choose the Right Sales Training Company


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I am in the initial stages of planning LiquidPlanner’s sales kickoff meeting for 2016. One of the key agenda items will be sales training. Having attended several sales trainings, I know first-hand that they can be hit or miss depending on their delivery and relevance. As I start to engage with sales training companies, I wanted to share the questions that I will be using to both consistently and objectively evaluate their offerings. The list is not exhaustive and may change over time. Please let me know if I have missed any questions that you have found helpful.

Considerations for Sales Management:
◾Are the training company’s clients similar to our clients?
◾Can the training be incorporated into or integrated with existing systems and tools; e.g., Salesforce?
◾Does the training company have expertise with our target buyer personas and their specific contexts?
◾Does the training company have other modules or programs that can be added-on later?
◾Does the training company provide on-going e-learning/learning, reinforcement and support?
◾Does the training company’s sales philosophy match my sales philosophy (e.g., consultative selling)?
◾Does the training include frameworks and tools to help sales management coach and reinforce it?
◾How much time do I want to devote to the initial sales training; e.g., 1-2 days?
◾Is the training adaptable as the company and marketing, sales and service teams continues to evolve?
◾Is the training focused on where the company and team currently need improvement?
◾Is the training supported by management and other departments like customer success and marketing?
◾What are the training company’s deliverables such as curriculum, playbooks, tools, etc.?
◾What is the cost per head of the training?
◾What specific, measurable outcomes do we want to achieve from training?
◾Will the instructor have relevant, real-world experience?

Other Considerations: Is the training …
◾Account or territory focused … execution or planning focused … etc.?
◾Applicable to account management, sales and sales development?
◾Applicable to inside sales, outside sales or both?
◾Available offsite, onsite or both?
◾Customizable to our company’s products and services versus generically delivered?
◾Extensible to adjacent teams such as marketing and services?
◾Focused on strategy, tactics or both?
◾Focused on the how, when and where versus just the what.
◾Geared toward the generational makeup of our sales team (e.g., Millennials and Generation X)?
◾Helping us refine our repeatable, scalable sales process to deliver predictable revenue?
◾Recordable for subsequent onboarding and training?
◾Reflective of the current market context; e.g., inbound marketing, sales 2.0, social selling, etc.
◾Relevant to our average deal size and sales cycle?
◾Relevant to our target industries (e.g., IT) and segments (e.g., mid-market)?
◾Solution-oriented or more geared toward transactions?

All contents copyright © 2015, Josh Lowry. All rights reserved.

Josh Lowry
Vice President of Sales at LiquidPlanner. Startup advisor and investor for cloud and SaaS companies. Coach and student of business and leadership. 10X disciple.


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