Top performing sales people don’t happen by accident. Successful reps get where they are through coaching and training.

Behind any sales growth is an active sales coaching program. On average, best-in-class companies employ 25% fewer sales reps but spend more on sales training.

Research shows the best sales training programs:

• Are lead by live instructors (often in virtual meetings on a video conference)
• Use a formal sales methodology homegrown or from an external provider
• Clearly define required competencies for each sales role
• Structure training around these competencies

(Source: Aberdeen, Sales Training 2011. Photo credit to SalesCoachingHabits.com)

WHO, what, where

Once you determine your tools and methodology, another critical factor to consider is who to coach and train. More training for all of your reps is not necessarily the best approach.

According to Chris Newton at Xactly Corporation:

Although businesses are investing more in coaching than ever, CSO Insights found no annual increase in the number of reps who meet quota. The reason? Sales leaders tend to coach only the very highest and lowest sales performers.

By coaching only their best and worst reps, companies neglect their greatest opportunity for impact—average performers. A recent HBR study shows companies can improve performance by 19% with effective coaching for their middle 60%.

At PGi, we combine the best of both worlds by virtually training our sales reps on iMeet at least once a week. I hit pay-dirt when I get face-to-face with each of my reps, even when it’s on a video conference. When we can see each other, we collaborate better.

The iMeet team starts with new hires, and our sales managers keep the training going afterward, according to what each rep’s strengths and weaknesses are. Our sales metrics show this method works—our reps engage with expert instructors and collaborate with each other in ways that work because they can see eachother’s faces.

It comes down to putting your money where your talent is, with winning results.

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Want to improve your sales training? Join me for a 45-min webinar—How science will drive sustainable results in 2012—tomorrow, January 11 at 2pm EST. You’ll learn how to:

• Hire with precision
• Uncover hidden performance indicators
• Get sustainable ROI out of your top producers

Sales science gurus Nancy Martini + Gerhard Gschwandtner will lead this video webinar.