Modern Strategies for Modern Sales Training
Research Report & Key Insights
The Shift in Sales Capability Development
From economic inflation, geopolitical unrest, layoffs and labour strikes to virtual selling, remote work and shifting customer demands, sales and sales training has faced numerous challenges in recent years.
Has sales training met these challenges, or is it merely keeping pace? Or, more pessimistically, has it fallen out of alignment with what’s happening in organisations?
More importantly, what does the road ahead look like for sales training?
To answer these questions, Imparta partnered with Training Industry Inc. to conduct a comprehensive survey with L&D leadership and sales decision-makers (n = 376).
The findings in this report focus on modern strategies for sales training and their practical implications.
The takeaways can be grouped into four broad categories:
- Organisations need to align their sales training approach with their broader strategic objectives to maximize effectiveness.
- Sales training decision-makers should consider the dual focus of commercial and sales-specific demands when designing training programs.
- Sales training should be adaptable to different scenarios and future-proofed to meet evolving demands.
- Continuous evaluation and adaptation of sales training practices are essential for ongoing success.
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Frequently Asked Questions (FAQs) on Modern Sales Training
What is the main focus of the Modern Strategies for Modern Sales Training research report?
The Modern Strategies for Modern Sales Training research report focuses on how sales training should evolve to meet today’s commercial realities. It examines alignment with organisational strategy, dual commercial and sales-specific demands, adaptability to changing conditions, and the need for continuous evaluation and improvement of sales training practices.
Who participated in the Modern Strategies for Modern Sales Training research?
The research behind Modern Strategies for Modern Sales Training was conducted by Imparta in partnership with Training Industry Inc. It draws on a comprehensive survey of 376 respondents, specifically L&D leadership and sales decision-makers, to understand current practices and future needs in sales training.
Why is strategic alignment important in modern sales training?
Strategic alignment is important in modern sales training because organisations need their training approach to support broader business objectives. When sales training is closely linked to strategic priorities, it is more likely to drive relevant behaviours, maximise effectiveness, and ensure that learning investments contribute directly to commercial performance.
How should modern sales training address both commercial and sales-specific demands?
Modern sales training should address both commercial and sales-specific demands by recognising that salespeople operate within wider business pressures as well as day‑to‑day selling challenges. Decision-makers are encouraged to design programmes that consider broader commercial realities alongside core selling skills, ensuring training remains relevant and impactful.
In what ways must modern sales training be adaptable and future-proofed?
Modern sales training must be adaptable and future‑proofed so it can handle different scenarios and evolving demands. This means designing approaches that can flex with changes such as virtual selling, remote work, and shifting customer expectations, rather than remaining static or narrowly tied to current conditions.
Why is continuous evaluation critical for modern sales training success?
Continuous evaluation is critical because sales environments and organisational needs keep changing. Regularly reviewing and adapting sales training practices helps ensure they remain effective over time, allowing organisations to refine content, formats, and focus areas so that training continues to support performance rather than falling out of alignment.
How have recent market and workplace changes influenced modern sales training needs?
Recent changes such as economic inflation, geopolitical unrest, layoffs, labour strikes, virtual selling, remote work, and shifting customer demands have significantly influenced modern sales training needs. These pressures raise the question of whether existing training is keeping pace or has drifted away from what organisations and sellers now require.
What can organisations do next if they want to modernise sales training?
Organisations looking to modernise sales training can start by aligning programmes with strategic objectives, factoring in both commercial and sales-specific demands, and building adaptability and ongoing evaluation into their approach. They can also explore related insights and contact Imparta to discuss how best to support future revenue growth.
