5 Questions to ask before Choosing a Sales Trainer

questions to ask sales trainer for sales training and coaching

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Whether you’re looking to form an ongoing partnership with a sales training provider, or you just want to send your staff on a 2-day course, it’s important to do your research.

The cost of sales training can quickly add up, so you want to make sure you’re getting the most for your investment by working with a provider that is right for your business.

So how do you know if a sales trainer is the right fit? Here are five questions to ask yourself before making this important decision. 

1. What does this provider promise to deliver?

Familiarise yourself with the provider’s marketing material and brand messaging. What promises do they make to their clients? How are they selling themselves? This can tell you a lot about their approach to sales training, and can also give you an idea of what to expect. Does their sales pitch come across as genuine, or do you get the feeling that they might over-promise and under-deliver? Be wary of any providers that promise too much. Sales training is important, but a 1-day course won’t – and shouldn’t – solve all of your problems. Look for providers that understand how training fits within the bigger sales development picture.

2. Do they have a great resume and track record?

Marketing material is just that – marketing. Designed to attract your interest and entice you into making contact, it doesn’t always give you a balanced insight into the business. Work experience, case studies and testimonials, on the other hand, offer a much deeper understanding of the provider’s strengths and weaknesses. Ask to look at their track record or professional resume. If they do not have case studies or testimonials readily available, request references. A quick phone call to one of their former clients can give you peace of mind that they practice what they preach.

3. Will this sales training provider challenge me?

You may find this an odd question, but it’s arguably the most important one. If you are not being challenged throughout the training process, how can you grow? Some of the biggest growth comes from being questioned. Look for a training provider that is willing to challenge the way you sell and provide suggestions for improvement. It may feel uncomfortable at first to let someone else’s opinion in, but never underestimate the benefits of honest, constructive criticism. It’s not every day that you invite someone into your business to help you make improvements, so make the most of this opportunity. Make sure your provider can add value to your current operations, not just agree with everything you’re already doing. A ‘yes’ provider won’t be able to take your staff or your business to the next level. 

4. Do our values align?

Although your provider should be willing to challenge the way you do things – in order to help you grow – this doesn’t mean they should challenge your ‘why’. Don’t compromise your values; instead, look to partner with a provider who shares similar philosophies – especially around selling. If you find yourself disagreeing with their values, the way they operate and how they teach, then it will be hard for you to respect their teachings. It’s also rewarding to work with a provider that’s on a similar wavelength to you; in the long run, you will both get a lot out of this partnership.

5. How is ROI measured?

No matter how much you like a provider, appreciate their insight, and trust in their expertise, you need to find a way to measure return on investment. Look for providers that take the lead on this important facet of business. Do they provide you with measurable goals? Are they results driven? Can they help your staff make real leaps forward – and if so, how will they prove this? Passion and enthusiasm are excellent, but results are non negotiable. Always make sure the numbers add up.

If you’re looking to increase your sales, your sales team should start embracing a consultative selling strategy. Download our FREE eBook: Stop Selling, Start Consulting. 


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