Choosing a professional sales training provider can feel a little overwhelming. There are plenty of options. Plenty of promises. Plenty of polished websites.
But if you are investing time and money into developing your sales team, you want more than a motivational talk and a slide deck. You want real behaviour change. You want stronger conversations. You want better results.
So what should you actually look for in a professional sales training provider?
They Focus on Behaviour, Not Just Information
There is a big difference between knowing what to do and actually doing it.
A quality professional sales training provider understands this. They do not just teach theory. They build practical skills through role plays, real-life scenarios, and structured feedback.
If the training is all content and no application, your team may walk away feeling inspired, but nothing will change in their day-to-day sales conversations.
Ask yourself:
• Will this provider customise role plays to our industry?
• Do they create safe environments for practice?
• Is there follow-up to reinforce learning?
Sales is a performance skill. It needs rehearsal, not just information.
They Customise to Your Business
Be cautious of “off-the-shelf” training programs that claim to work for everyone. Your sales team is unique. Your customers are unique. Your challenges are unique. A strong provider will ask questions before they start talking about solutions. They will want to understand:
• Your sales process
• Your average deal size
• Your sales cycle
• Your common objections
• The capability of your current team
If a training company does not take the time to understand your business, how can they tailor the solution to suit your team? Professional sales training should feel relevant from the first session. Your team should be thinking, “This is exactly what we deal with.”
They Balance Mindset and Skillset
Sales performance is never just about technique. Confidence, resilience, accountability, and mindset all play a role. A good training provider knows how to address both the tactical side of selling and the psychological side.
Do they help your team:
• Stay confident during tough negotiations?
• Handle rejection without losing momentum?
• Take ownership of results?
• Push through when sales conversations get harder?
If training ignores mindset, performance gains rarely last.
They Support Sales Leaders, Not Just Salespeople
One of the biggest mistakes businesses make is training the team but forgetting the manager.
Your sales manager is the multiplier. If they are not equipped to coach, reinforce, and hold the team accountable, the impact of the training will fade.
A professional provider should also support your leaders with:
• Coaching frameworks
• Accountability structures
• Performance conversations
• Practical tools to embed the learning
When leaders reinforce the training weekly, not just once a year, that is when you see real growth.
They Have Real-World Sales Experience
There is a difference between someone who has studied sales and someone who has actually sold.
Ask about the trainer’s background. Have they carried a target? Have they built or led sales teams? Have they navigated tough markets?
Real-world experience adds credibility. Your team will engage more when they feel the trainer understands the pressure of a monthly target and the reality of difficult buyers.
They Measure Results
Training without measurement is just an event. A strong provider will talk about outcomes. They will help you define what success looks like before the training begins.
This could include:
• Improved conversion rates
• Higher average deal value
• Shorter sales cycles
• Increased confidence scores
• Better pipeline management
If a provider cannot articulate how success will be measured, that is a red flag. Professional sales training should be an investment, not a cost.
They Offer Ongoing Support
One-off workshops can create short bursts of motivation. But sustained growth requires reinforcement.
Look for providers who offer follow-up sessions, coaching, refresher workshops, manager check-ins and practical tools your team can use daily. The goal is long-term capability, not short-term enthusiasm.
The right professional sales training provider will not just deliver a session. They will partner with you. They will understand your goals. They will challenge your team. And they will equip your leaders to maintain momentum long after the workshop ends.
If you are noticing that sales conversations are getting harder, conversion rates are slipping, or your team lacks confidence in closing, it may be time to bring in expert support.
At KONA Training, we specialise in tailored Sales Training designed around your business, your market, and your sales team. We focus on practical skills, real-world application, and measurable outcomes so your team can sell with confidence and consistency. To learn more about choosing the best sales training program for your team, click here.
If you are ready to elevate your sales performance and build a stronger, more capable sales team, contact KONA Training today to discuss a customised Sales Training solution that fits your business.
Call 1300 611 288 or Email info@kona.com.au
Author – Garret Norris – https://www.linkedin.com/in/garretnorris/
