Sales training is one of the year-round events on a company’s training calendar, and most experts consider it among the most critical investments a company can make. After all, if the sales force cannot consistently bring in new sales, the company is likely not headed in the right direction. While sales training programs are critical, however, they cannot afford to be long and boring. Every minute needs to be carefully designed, and components that do not add value should be eliminated.

This article highlights various learning topics that must come together to create an effective sales training program. These topics are vital, independent of the delivery format; they are applicable for in-person, virtual, and asynchronous digital modalities. You’ll also read about things that should not be part of a strong sales training program. […]