Does better training result in an increase in sales?

Raleigh, an important independent distributor of bicycles, had just hired a new sales manager. Shortly after taking the job, this sales manager realized that in order to increase the firm's customer basis, it was essential to redefine the sales force mission. Salespeople had to become the best consultants for their clients. A prerequisite to do this was to provide salespeople with knowledge, not just about products, but also to give them some basic understanding of fields such as accounting and inventory management so they could provide their independent clients with useful advice when needed. The objective was to develop high value-added partnerships with customers.

The sales manager quickly realized that all the field salespeople needed additional education and training. The objectives of the necessary training program have been defined as “developing a basis for mutual understanding and dialogues between customers and salespeople in order to implement a more consultative approach to selling.” An external trainer was hired to provide the training. The sales manager looked at several training agencies so he could select the organization that was best equipped for providing the required service, and which could eventually provide the best follow up program.

All the regional sales managers worked closely with the trainers in order to define twelve areas in which sales staff needed to make some progress (for example, the best ways to uncover and address customers' needs and problems, or to handle customers' objections).