When you invest in sales training for your company’s salespeople, what would you most like to achieve? Your list of goals might include better prospecting skills and an improved ability to secure new business. But what about the customers you’ve already got?

I suggest that great sales training also should improve salespeople’s ability to develop more business with current customers without giving up margins. It should enable them to build ever-stronger relationships with current customers and dramatically grow revenue.

What’s more, you should be able to measure the extent to which a sales training program enables your sales force to bring in those additional dollars. The best sales executives know that. Their satisfaction with sales training—the value they place on any sales-training initiative—ultimately comes from the return on investment that they achieve: the tangible ROI.

Client satisfaction with sales training comes from tangible ROI.

Each year, Selling Power magazine issues awards to the Top 20 Sales Training Companies in the country. The evaluations are based on several criteria…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).