It happened again, and it seems to be happening more and more. Companies are pushing back on sales training because the time just isn’t right. In fact, I’ve been communicating with three different clients who have been sitting on the sidelines, waiting for just the right time to sales train their teams. One has been waiting for almost a year, the other has been waiting for over two years, and finally… the third has been waiting for over 16 years. I wouldn’t be giving myself very high marks as a salesman, but at least I’m no quitter!
So, when exactly is the right time to sales train an organization? Let’s see if we can learn something from each of the three holdouts here.
Holdout #1 – “We don’t need sales training right now: Business is good!”
When things are good, money is coming in, and things are clicking, the instinct is usually to not disturb what’s working, and ride these good times for as long as you can. The problem is, history is littered with companies that had things clicking, took their foot off the gas, got caught, passed, and buried.
The best company I’ve ever worked for was Xerox. It was an amazing company, with tremendous results, and those results were attributed to the greatest sales training ever taught to a salesforce. Every employee in the company went through 3 ½ days of mandatory training called, “Leadership Through Quality.” I attended that training as a new hire employee, and I taught the program for over three years when I became a trainer. In those training sessions, we sneered at the old outdated motto, “If it ain’t broke; don’t fix it.” Instead, we learned processes and rehearsed their implementation to instill one, simple thought that we borrowed from a key mindset in the Japanese business culture:
“If it ain’t broke; fix it better!”
The great companies are always looking for any advantage, no matter how small. They are looking for anything that will give them an advantage. What a great lesson to teach others, especially those who may not feel this drive to always improve. So, what do you say now? Would this the right time for sales training?
Scenario #2 – “We don’t need sales training right now: Business is bad!”
When things are bad, the knee jerk reaction is to make cuts, and training is usually the first to get the budget ax. It’s a classic case of instinct versus logic. The instinct is to push training back, when logic would suggest when your struggling, this would be the most important time imaginable to conduct training! That is, unless the goal is to fall deeper into whatever rut has been created, and totally close shop.
Sales is the engine of most companies, and sales training, (real sales training; not product training,) is the fuel that feeds that engine. Why would you deny your engine fuel when it needs it the most? How about now? Would this be a good time for sales training?
Scenario #3 – “We don’t need sales training right now: Business is status quo!”
I would begin by reminding you that “status quo” often means plateaued performance, not peak performance, and ignoring an opportunity for improvement is a risk; not a strategy. In a competitive market, standing still means falling behind. Sales training helps future-proof your team against shifts in market dynamics, buyer behavior, or competitive tactics.
Training adds energy, builds confidence, and signals that growth is still expected and supported. It’s how you create a competitive advantage that sticks. It’s also a really good time to perfect old skills, and learn some new ones. What about now? Would this be a good time for sales training?
Still not convinced? How about the message you are making to those you have just hired, or you’re about to hire? When you conduct sales training for those new to your company, you’re saying something pretty powerful: We value continuous learning, not just quarterly results.
When done well, sales training isn’t just about fixing problems; it’s about building muscle. Like top athletes who train in both good seasons and bad, elite sales teams consistently train to stay sharp, adapt quickly, and outperform the competition. In the end, you’re treating sales as a craft, not just a function. Still waiting for the perfect time to train your sales force? How about… now?
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