With the right sales training program, businesses can boost sales figures and bring in more revenue. The right program can also help by:

  • Boosting confidence and building the right habits for new or underperforming sales professionals.
  • More experienced teams: can get back to basics, identify areas of weakness, and improve on past results.
  • Allowing managers to focus on and improve the sales process by taking advantage of new trends and implementing new tech.

There’s evidence to show that training works, too. A high-performing sales team is twice as likely to have received training than an average or low-performing one.

In fact, studies have found that training improves the performance of sales reps, including:

  • Increasing win rates
  • Improving cooperation between reps
  • Making integrity and honest communication the cornerstone of the sales process, enhancing customer relationships

Sales training programs can boost the earning potential of a sales force by focusing on a range of skills, from negotiation and selling for B2B, to presentations and consultative selling.

When is training appropriate?

There are many possible scenarios. Here are some key examples:

  • A sales leader at the top of their game might have plateaued.
  • A new sales rep might not be meeting expectations.
  • Perhaps a rep is about to move up to a sales manager position, or a manager might be heading into a leadership position, and they need to be prepared.
  • An experienced sales rep might suddenly be underperforming, and it’s hard to identify the problem

For any of these scenarios, training can make a valuable contribution.

We’ve divided the best programs into the following three areas to help find the program that’s right for each salesforce, rep. and leader:

  1. Best Training for New Salespeople
  2. Best Training for Sales Leaders
  3. Best Training for B2B

Best sales training for new salespeople

Training courses might be most effective early in a career before bad habits have formed.

Whether it’s automatically dropping rates in the hopes of winning business, not recording the details of sales conversations in a CRM, or failing to upsell, the best way to address them is to prevent them.

By building the foundations of a truly effective sales rep at the beginning, businesses can boost results from the very first sales cycle. Potential improvements from training include:

  • Building confidence, meaning reps don’t drop their prices out of timidity and generally improving sales performance
  • Developing the habit of taking notes to improve records and increase the chances of further sales
  • Instill the importance of considering the needs of potential clients, and improve a reps ability to perceive opportunities to upsell

The following list contains some of the best courses currently available for new sales reps.

We regard each course as high-quality for at least one of the following reasons:

  • It addresses a common weakness in the sales process of new reps, or even more senior professionals
  • It is widely used by respected and successful brands
  • It has been recognized by experts for its high standards

Sales courses for new reps

  • Imparta: Consultative Selling Skills
  • Aslan Training: Other-Centered Selling
  • Sales Performance International: Solution Selling
  • DoubleDigit Sales: Proactive Prospecting
  • Janek Performance Group: New Critical Sales Skills
  • Kurlan Associates: Sales Training
  • Mercuri International: Sales and Negotiation
  • Miller Heiman Group: Professional Selling Skills
  • RAIN Group: The Sales Mastery Program
  • Sales Readiness Group: Comprehensive Selling Skills
  • ValueSelling Associates: Sales Training

Imparta: Consultative Selling Skills

imparta logo

Imparta have an impressive list of clients, such as:

  • Intel
  • Cisco
  • Telefónica
  • Canon
  • Lonza
  • The WPP group

All of the above organizations have used Imparta to build and improve the sales skills of their employees and consultants.

Imparta have a full curriculum for everyone from a new hire up to those at the pinnacle of sales leadership. They recommend the Consultative Selling Skills component of their core sales skills program for new salespeople.

We like this course because:

  • The aim of the course is to train sales professionals who are customer-centric,
  • able to win the interest of clients,
  • create value for them, and
  • communicate effectively.
  • This course covers all the basics

Aslan Training: Other-Centered Selling

The toughest challenges of starting out in the world of sales are:

  • Cutting through the noise
  • Getting the first clients or customers.

Aslan Training’s Other-Centered Selling programs focus on helping sales professionals succeed in the toughest part of the job; winning new accounts.

We like this course because:

  • Shifting mindsets
  • Challenge sales reps to engage prospects in new ways
  • Breaking through emotional barriers
  • Winning over contacts and decision-makers who usually keep sales reps at a distance.

Sales Performance International: Solution Selling

Sales Performance International is among the elite group of companies who have demonstrated their ability to get results for major international clients, such as Mastercard, Microsoft, and Verizon.

We like this course because:

  • The Solution Selling program has been an industry standard for more than three decades and has nearly 2 million sales professionals that use it regularly today. 
  • Solution Selling includes all the methods and tools needed by sales professionals to build a pipeline of business, sell the value of their solutions, and negotiate and close opportunities.
  • Recent updates continue to align the training with current buyer behavior and preferences.
  • The program also includes skill development tools that attendees may find helpful.

DoubleDigit Sales: Proactive Prospecting

New salespeople arrive on the sales floor with:

  • No track record to wow potential clients and customers
  • Little if any experience in their market
  • No existing sales pipeline

For these reasons, making sales can be a challenge.

We like this course because:

  • DoubleDigit SalesProactive Prospecting training is ideal for new salespeople. It focuses on:
    • Understanding the sales pipeline
    • Winning more meetings
    • The follow-up
    • Properly prioritize prospecting
  • The course also helps salespeople learn the key numbers to track when gauging their performance and planning their next steps.


Janek Performance Group: Critical Selling Skills

Trainees can attend a workshop or private training can be scheduled at their offices.

The Janek Performance Group is:

  • Multi-award winning
  • Has an impressive array of clients, including HSBC

We like this course because:

  • They focus on training representatives in a proven methodology to improve the result of:
    • Sales calls
    • Building relationships
    • Increasing sales conversions
    • Other crucial sales skills
  • Additionally, the Critical Selling Skills program is based on two years of extensive research into the practices of high-performing sales professionals.

Kurlan Associates: Sales Training

Kurlan’s training first builds a foundation rooted in ideas contained in the best-selling book by Dave Kurlan, Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball.

We like this course because:

  • Rather than offering a single one-size-fits-all program, Kurlan associates provide sales training customized to each particular organization.
  • It’s innovative, and the focus is on core principles rather than ‘steps.’
  • Once the foundation is in place, Kurlan builds on it with:
  • Exercises centered around role-playing.
    • Example scenarios.
    • Problem-solving training, tactics, and strategy.

Mercuri International: Sales And Negotiation

Mercuri International has been delivering training for half a century and in that time, has developed deep expertise in the essential components of effective sales.

We like it because:

  • Mercuri International offers a broad range of programs, but they focus on what they call the three main levers of sales performance, which makes particularly well-suited for delivering the foundational training of future top sales reps. These three levers are:
  1. The amount of effort from the sales team
  2. The quality of interactions with the customer
  3. The direction of effort – matching products with customers and identifying the right decision-makers to sell to
  • Course attendees can take the course online with members of other companies, or arrange for special in-house training sessions.

Miller Heiman Group: Professional Selling Skills

Miller Heiman Group is a large training organization with expertise in a range of areas.

We like this course because:

  • Their Professional Selling Skills course covers all the core fundamental skills of selling. As such, it’s useful as a refresher for more seasoned salespeople but is particularly well suited to newly-minted sales professionals and teams.

RAIN Group: Foundations of Consultative Selling

RAIN Group has earned a reputation as one of the leaders in the field. Their clients include organizations like:

  • Toyota
  • Citi
  • PWC
  • Lowes
  • Canon

They have a proven track record of helping these companies realize the potential of their sales teams and keep up with the latest innovations in sales.

We like this course because:

  • RAIN Selling: Foundations of Consultative Selling is an exceptional course designed to teach sellers how to lead masterful sales conversations from beginning to end.
  • This sales course teaches sellers how to:
    • Use questioning techniques to uncover the full set of customer needs and desires
    • Sell ideas, insights, and perspectives that influence the buyer’s agenda and inspire buyer action
    • Understand buyers, buyer types, and the buying process
    • Close new business with success and high integrity
    • Overcome objections that get in the way of the sale
    • Sell on value and reduce price push backs

Sales Readiness Group: Comprehensive Selling Skills

The Sales Readiness Group (SRG) offer several training programs suitable for different types of sales professional and have experience in delivering training to quality clients like AIG.

We like it because:

  • The Comprehensive Selling Skills program gives attendees a solid grounding in the key skills necessary for success in a sales career. Skills covered include qualifying leads, improving win rates, objection handling, and avoiding discounting.

ValueSelling Associates: Sales Training

ValueSelling Associates may be less well-known than some of the major training organizations, but they were still named one of the 20 best sales training organizations by SellingPower.

We like this course because:

  • ValueSelling Associates offer a deeply customized training experience that involves:
    • Consultation with senior leadership to understand the needs of the company
    • Modular training delivered in-person
    • Emphasizing the role of competing on value rather than price.
  • Since new salespeople lacking confidence are often tempted to drop their rates to win deals, this training could be very useful for new hires.

Best sales training for sales leaders

Sales managers, principal consultants, or other sales leaders face different challenges to new hires, but that doesn’t mean their selling skills can’t be further refined. Here’s our rundown of the top programs suitable for sales leaders:

  • Carew International: Excellence in Sales Leadership (ESL) Workshop
  • The Brooks Group: Sales Management Training
  • Integrity Solutions: Discovery!
  • Richardson: Sales Leadership Training Program
  • Sales Readiness Group: High Impact Sales Manager
  • Wilson Learning: Coaching the Counselor Salesperson (CCSP)

Carew International: Excellence in Sales Leadership (ESL)

Carew International has already trained over 250,000 sales professionals in over 40 countries, which makes their 99.6% client satisfaction rate particularly impressive.

We like this course because:

The Carew International Excellence in Sales Leadership workshop is designed for sales managers moving up and transitioning into sales leaders. It focuses on:

  • Leadership
  • Managing team dynamics
  • Motivating sales representatives
  • Boosting team win-rates
  • Building an environment that enables great results.

The Brooks Group: Sales Management Training

The Brooks Group is an award-winning provider of training courses focussed on mastery of B2B selling. They’ve been delivering innovative programs for decades, and many big brands like Volvo rely on The Brooks Group to upskill their sales force.

The Brooks Group offer a range of solutions they can tailor to the specific needs of any company. The Brooks Group have a course suitable for virtually any need, including:

  • Customized training aimed at improving the sales performance of individual sales reps
  • Sales management training
  • Performing sales hiring assessments,

We like this course because:

  • The Sales Management Training course it tailored to sales managers and leaders. It’s an eight-step course that deals with the real issues faced by sales leadership professionals like front line sales managers or even VPs.
  • That could mean dealing with hiring mistakes, handling forecasting, coaching sales reps, or any of the multitude of important activities handled by senior sales professionals.

Integrity Solutions: Discovery!

Integrity Solutions are a specialist company who focus on training salespeople with at least some experience.

We like this course because:

  • Integrity Solutions’ Discovery! training program is for already effective sales executives who want to level-up their skills. This program focuses on encouraging high-impact behaviors common among top-performing sales executives.
  • The program begins with a six-hour workshop which is followed by a “six-week proprietary follow-up process”, and features technology-assisted coaching.

Richardson: Sales Leadership Training Program

Richardson has a history of delivering training to sales leaders going back over 40 years. In that time, they’ve expanded across multiple continents and developed a reputation for professionalism.

We like this course because:

  • The Sales Leadership Training Program from Richardson is for sales leaders who want to develop a real depth of understanding about the meaning of leadership and management, as well as get serious and passionate about encouraging growth in their teams, both personal and professional.
  • Sales leaders can experience this program as a one-day instructor-based training program, as ongoing coaching, or via Richardson’s e-learning platform.

Sales Readiness Group: High-Impact Sales Manager

Sales Readiness Group (SRG) offer a range of packages and were named by SellingPower as one of their Top 20 Sales Training Companies. SRG has worked with major clients such as AIG.

We like this course because:

  • The High-Impact Sales Manager training program offers sales managers a way to develop and access the skills, tools, and knowledge they need to manage highly successful sales teams and generate reliable revenue.
  • SRG offers this program for both newly promoted and experienced sales managers. Managers can arrange to learn in-house, online, or in combination.
  • The course also included post-training reinforcement to help build better habits and create lasting results.

Wilson Learning: Coaching the Counselor Salesperson (CCSP)

Wilson Learning has over 50 years of experience delivering training and was among 20 companies singled out as the best providers by SellingPower.

We like this course because:

  • Coaching the Counselor Salesperson is a modular program with a flexible structure, providing sales managers with the soft-skills they need to build and maintain a high-performing sales team, with an emphasis on coaching.

Best sales training for B2B

Globally, the business-to-business (B2B) sales market is twice the size of the business-to-consumer (B2C) market. B2B selling is a little different from B2C sales and usually requires a different sales strategy to succeed.

Businesses, sales leaders, and entrepreneurs who want to crush B2B sales should consider the following companies and programs:

  • IMPAX: Accessing Senior-Level Decision Makers Workshop
  • The Brooks Group: Sales Negotiation Training Program
  • Miller Heiman Group: Strategic Selling with Perspective
  • RAIN Group: Business Development Training for Professionals
  • Revenue Storm: Sales Training
  • Richardson: Prosperous Account Strategy Training
  • Wilson Learning: Managing Competition

IMPAX: Accessing Senior-Level Decision Makers

Any good sales professional knows that to make deals it’s vital to talk to the decision-makers. The higher level the decision-maker a salesperson builds a relationship with, the less resistance they’ll encounter when pushing to make deals at that company.

We like it because:

  • The Accessing Senior-Level Decision Makers sales skills workshop from IMPAX – a leading company named the top sales training company by SellingPower and trusted by big names like DHL – focuses on building selling skills crucial to finding, getting in front of, and winning over the senior decision-makers crucial for long-term B2B sales growth.

The Brooks Group: Sales Negotiation Training Program

The Brooks Group’s Sales Negotiation Training Program is excellent for business-to-business sales, primarily due to the focus on the complex negotiations that accompany high-end deals between companies.

We like it because:

  • This program would be particularly useful to headhunting or executive recruitment agencies who want to boost margins and make more sales at the highest prices.

Miller Heiman Group: Strategic Selling with Perspective

Miller Heiman Group offers training courses for a variety of segments, and their Strategic Selling with Perspective is considered one of the leading sales training programs by Fortune 1000 companies. This program is ideal for B2B companies that are looking to scale their organizations. 

We like it because:

  • The SSP program provides comprehensive and step-by-step explanations of sales processes while backing up its own methodology with the company’s own data through a new sales analytics platform named Scout. All in all, this is a very thorough program for the B2B salesperson.

RAIN Group: Business Development Training For Professionals

RAIN Group have developed a program specifically for professionals who primarily work outside of sales, like lawyers, accountants, IT professionals, or developers.

We like it because:

  • The Business Development Training for Professionals program is perfect for professionals selling their services to other businesses. It covers the essentials that non-sales specialists need to know while also giving a detailed overview of B2B sales.
  • One of the most valuable skills this course offers that others are missing is how to balance service delivery with business development time. This can help professionals avoid the heavy dips and troughs that often trouble service providers involved in their own sales.

Revenue Storm: Sales Training

Revenue Storm is an exciting sales and marketing training organization with a mission to transform the way businesses sell.

We like it because:

  • Revenue Storm offers customized training solutions that focus on areas like buyer-led processes, developing inbound sales, and positioning the seller and their company as thought leaders. All of these areas have been identified as the next significant developments to build strong B2B sales.

Richardson: Prosperous Account Strategy Training

Richardson is known for providing great value to businesses large and small. Their website is loaded with valuable resources that are useful to sales professionals, even if they don’t sign up for any of their training programs.

We like it because:

  • Richardson’s Prosperous Account Strategy Training is designed to provide salespeople with the expertise they need to handle major accounts.
  • Examples of the kinds of business that might find this useful for their staff include:
    • Accounting firms
    • Recruitment agencies
    • Advertising agencies
    • Sales firms
    • PR companies
  • This course focuses on maximizing the impact of the actions taken by sales staff, whether it’s prioritizing different actions, deciding who to contact, how to maximize value to clients and develop relationships effectively.

Wilson Learning: Managing Competition

Wilson Learning has developed a reputation for over 50+ years for delivering excellent training to client companies of various sizes and industries, winning multiple awards in the process.

We like it because:

  • Wilson Learning’s Managing Competition training program focuses on helping sales professionals learn how to operate in a competitive market environment, where their clients and accounts are constantly under threat of being taken over by rivals.
  • This is useful in a B2B environment, where attractive accounts with large, profitable companies require keen skills to win and then retain them.

How to choose sales training

When deciding on programs for team members or sales executives, make sure to talk with other members of the sales team and consult with them closely about where they feel their skills can be improved.

Business leaders can talk with their team to get a sense of what employees think they need and comparing it against what they already know. This makes it more likely to select sales training that meets the needs of the sales force and the business.