How Sales Training Has Gone Digital

It used to be that sales professionals were trained at weekend seminars and intense in-person workshops. But with the rise of virtual technology and the need for social distancing measures, sales training is going digital. (And that might not be a bad thing!)

The Benefits of Digital Sales Training

The rise of digital sales training has been met with some level of resistance from industry veterans who have an affinity for doing things the same way they’ve always been done. But it doesn’t take anything more than a quick surface-level analysis of digital sales training to understand that this new approach is far superior. As the research shows, digital sales training is superior on multiple fronts:


  • Less time. Digital learning requires an impressive 40 to 60 percent less time needed to learn information than a traditional classroom setting. This is largely due to the elimination of commute and the ability to learn on-demand.


  • More material. Students of digital sales training are able to learn nearly five-times more material than they would in a classroom setting (without spending any more time in training). 


  • Greater engagement. Not only do you learn more, but there’s an 18 percent increase in employee engagement. This leads to a more satisfactory learning experience, as well as better retention rates. 


  • Recyclable. When an organization delivers digital sales training, it’s able to keep an on-demand library of videos and resources for employees to review again in the future. This recyclability makes it easier for professionals to invest in ongoing education (rather than just a one-time lecture).

Digital sales training has emerged as a go-to solution for many organizations and companies over the past year – largely out of necessity. But this isn’t a short-term solution. Even after social distancing measures relax in the coming months/years, digital sales training will continue to be a staple of the industry. It might even be the norm!


Practical Tips for More Effective Digital Sales Training

If you want to succeed with digital sales training inside your organization, you need to move with purpose and intentionality. Here are a few practical tips:


  • Use the Right Technology

The right technology can make or break your ability to train sales professionals and equip them for real-world scenarios. It’s not enough to flip through a slide deck and ask a couple of questions. You need to prioritize engagement at every level.

One highly-effective option involves the use of video observation for business and sales education. The Intelligent Video Solutions platform is a great example. It makes it easy to record meetings, tag specific points within a recording for future review, and even grade performance – something that’s ideal for sales training and mock sales conversations. 


  • Pick Engaging Material

Theoretical sales training might have some value, but it’s not very interesting and less likely to be retained. Focus on practical techniques so that your sales professionals have something concrete to walk away with. Likewise, it’s better to emphasize quality over quantity. Emphasizing one technique is better than skimming seven different tactics. The more material there is, the less people tend to take with them. 


  • Make it Digestible

Speaking of engagement and retention, you should prioritize how you deliver digital sales training content. It needs to be as digestible as possible. If you have two hours’ worth of content to cover, consider splitting it into eight 15-minute sections. By chopping material down into logical segments, you empower students to make the most out of the training. 


  • Make it Accessible

As previously mentioned, one of the selling points of digital training is the fact that it can be stored in an on-demand vault and accessed again and again in the future.

While you might only require formal training a couple of times per year, you should encourage your sales team to regularly revisit certain content every week. You might even carve out an hour of time per week for them to dedicate to self-paced training and review. 


Adding it All Up

The benefits of digital sales training are clear. Now it’s up to organizations and sales professionals to respond in kind. The next two years will tell us a lot about where the industry is going. But for now, all signs indicate we’re moving in a very positive direction!