Most companies spend almost nothing on sales training—yet expect better sales results year after year. But here’s the reality: without consistent investment in sales training, your team won’t improve.
Think about it.
- Would you expect athletes to perform at peak levels without coaching?
- Would you trust a surgeon who never updates their skills?
- Then why expect salespeople to “just get better” on their own?
Why Sales Training Matters
If you’re a salesperson, ask yourself: how much time have you invested in improving your skills in the last year?
- Have you read books on sales strategy?
- Listened to sales podcasts or online training?
- Practiced new closing techniques?
The best professionals never stop learning. I’ve personally read more than 300 books on sales and marketing, and every single one has taught me something valuable—or reminded me of a principle I’d forgotten.
Small Habits, Big Results
You don’t need hours a day to grow. Start simple:
- Keep a sales book in your bag or briefcase.
- Read just 5 pages a day—that’s enough to finish 5–6 books a year.
- Over a decade, you’ll have mastered insights from 500+ books written by the world’s top sales experts.
The ROI of Training
Sales training isn’t an expense—it’s an investment. Even one new idea, closing technique, or objection-handling strategy can pay for itself many times over in revenue.
Tip: Add sales training to your company’s annual budget. Make it as essential as marketing or technology spend.
Because in the end, better-trained salespeople mean better business results.
Sales jobs are everywhere, and they might make up a bigger part of the job market than you might think. Almost every job sector needs people to fill sales jobs, even where you may least expect it. One job I had was for a graphics design company. I figured that most of their clients came to them through advertising, but I was wrong about this. They were successful, but they were always looking for new clients. They employed someone to make cold calls to try to drum up business.