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How can you ensure the relevance of technical sales training programs in a fast-changing market?

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Technical sales training programs are essential for direct sales professionals who need to demonstrate the value of complex products or services to potential customers. However, in a fast-changing market, where new technologies, competitors, and customer needs emerge constantly, how can you ensure that your training programs are relevant, effective, and up-to-date? Here are some tips to help you design and deliver technical sales training programs that meet the needs of your market and your sales team.

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Bradley Paster

VP Sales - North America at Profitero

1 Assess the current skills and knowledge gaps

Before you design or update your technical sales training programs, you need to assess the current skills and knowledge of your sales team, as well as the expectations and challenges of your target market. You can use various methods to conduct this assessment, such as surveys, interviews, quizzes, performance reviews, or customer feedback. The goal is to identify the strengths and weaknesses of your sales team, the technical features and benefits of your products or services, and the pain points and goals of your customers. Based on this information, you can prioritize the most important topics and skills to include in your training programs.

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Percy Ramos Yrrarazábal

Capacita??o Vendedores | Forma??o de Líderes | Transforma??o Cultural | Sócio Fundador na SR Desenvolvimento Humano
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Ficando atento a evolu??o do mercado, de nossos produtos e conhecendo a fundo nossa equipe comercial. E sempre capacitando nas carências identificadas, em processos de capacita??o curtos e rápidos.

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Bradley Paster

VP Sales - North America at Profitero
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Start when hiring with a detailed score card. You can weight required knowledge over soft skills. Establish what the ideal looks like.

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Muhammad Faisal

Lead Generation Specialist @Upwork | Lead Management, Email List Building, Email Marketing, CRM, Appointment Setting, Data Entry, Cold Email
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Assess the current skills and knowledge gaps. Use a blended learning approach. Incorporate feedback and evaluation. Update and refresh your content regularly. Customize and personalize your content.

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2 Use a blended learning approach

Technical sales training programs can be delivered in different formats, such as instructor-led sessions, online courses, webinars, podcasts, videos, or simulations. However, rather than relying on one format, you should use a blended learning approach that combines different types of content and delivery methods to suit the preferences and needs of your sales team and your market. For example, you can use instructor-led sessions to introduce the core concepts and skills, online courses to reinforce and review the learning outcomes, webinars to showcase the latest updates and best practices, podcasts or videos to provide tips and insights from experts or customers, and simulations to practice and apply the skills in realistic scenarios.

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Bradley Paster

VP Sales - North America at Profitero
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People learn differently. Try some of the different styles listed below or ideally combine them all. visual. kinaesthetic. aural. social. solitary. verbal. logical.

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3 Incorporate feedback and evaluation

To ensure the relevance and effectiveness of your technical sales training programs, you need to incorporate feedback and evaluation throughout the design and delivery process. You can use various tools and methods to collect feedback and evaluate the results of your training programs, such as surveys, quizzes, tests, observations, or analytics. The feedback and evaluation should cover both the quality and the impact of your training programs, such as the satisfaction and engagement of your sales team, the retention and transfer of knowledge and skills, the improvement of performance and productivity, and the achievement of sales goals and customer satisfaction. Based on the feedback and evaluation, you can make adjustments and improvements to your training programs as needed.

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Bradley Paster

VP Sales - North America at Profitero
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Testing is valuable though it can be viewed as punative. Make sure your testing is tied to growth versus punishing. I like team presenting on topics as a way to engage in a group setting. It's also important that leaders run through the testing as well.

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4 Update and refresh your content regularly

Technical sales training programs are not a one-time event, but a continuous process that requires regular updates and refreshes to keep up with the changes in your market and your products or services. You should monitor the trends and developments in your industry, the feedback and needs of your customers, and the performance and challenges of your sales team to identify any gaps or opportunities for updating and refreshing your content. You can use various sources and channels to gather and share the latest information and insights, such as newsletters, blogs, podcasts, webinars, forums, or social media. You should also encourage your sales team to stay updated and refreshed by providing them with access to relevant resources, tools, and support.

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Bradley Paster

VP Sales - North America at Profitero
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Stale technical content is the death of your tech resources. Leverage online forums of where your customers are. Have IT whitelist reddit so you can gain access to forums, set up a discord channel and review support tickets. Tie your education to what your customers need versus what you think they need.

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5 Customize and personalize your content

Technical sales training programs are not a one-size-fits-all solution, but a flexible and adaptable framework that can be customized and personalized to suit the specific needs and goals of your sales team and your customers. You should tailor your content and delivery methods to the different profiles, preferences, and levels of your sales team, such as their roles, responsibilities, backgrounds, learning styles, and progress. You should also adapt your content and delivery methods to the different segments, scenarios, and stages of your customers, such as their industries, markets, challenges, interests, and buying cycles. By customizing and personalizing your content, you can increase the relevance, engagement, and effectiveness of your technical sales training programs.

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6 Collaborate and communicate with your sales team and your customers

Technical sales training programs are not a solo effort, but a collaborative and communicative process that involves your sales team and your customers. You should involve your sales team and your customers in the design and delivery of your training programs, by seeking their input, feedback, and suggestions, and by incorporating their experiences, stories, and testimonials. You should also foster a culture of collaboration and communication among your sales team and your customers, by creating and facilitating opportunities for learning, sharing, and networking, such as peer coaching, mentoring, communities of practice, online forums, or social media groups. By collaborating and communicating with your sales team and your customers, you can enhance the relevance, quality, and impact of your technical sales training programs.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure the relevance of technical sales training programs in a fast-changing market?

1

2

3

4

5

6

7

1 Assess the current skills and knowledge gaps

2 Use a blended learning approach

3 Incorporate feedback and evaluation

4 Update and refresh your content regularly

5 Customize and personalize your content

6 Collaborate and communicate with your sales team and your customers

7 Here’s what else to consider

Direct Sales

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How can you ensure the relevance of technical sales training programs in a fast-changing market?

1

2

3

4

5

6

7

1 Assess the current skills and knowledge gaps

2 Use a blended learning approach

3 Incorporate feedback and evaluation

4 Update and refresh your content regularly

5 Customize and personalize your content

6 Collaborate and communicate with your sales team and your customers

7 Here’s what else to consider

Direct Sales

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