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Training & Resources
Canadian Professional Sales Association
If you were to look for similarities between some of the most successful sales teams operating today, you’d notice that ongoing sales training is a part of their regular routine. Learning is a life-long process and if you’re serious about achieving bigger and better things, then you should seriously consider training as you move forward. 

Keeping You Updated

The valuable information that you need to succeed in sales is not static; it’s constantly changing, adapting, and evolving with markets, technologies, and social nuances. The notion that the sales training you received at the beginning of your career will stay relevant throughout the entirety of your career just doesn’t hold up. In fact, the opposite is true: the longer you’ve worked in sales, the more important it becomes to stay updated with the latest changes. 

Once you’ve worked in a certain industry for a while, it can be easy to develop habits and routines that are not easily malleable. However, keeping updated is crucial when it comes to working in an industry that is constantly in fluctuation. Sales training is one of the best ways you can stay on top of what is going on within your industry. New technologies that are better suited to generating leads are cropping up all the time, and social media platforms are becoming an essential part of the way salespeople interact with prospective clients. Knowing how to navigate your way around these changes is vital; making ongoing sales training one of the best things you can do for your career. 

Learning Better Strategies 

Some strategies are better than other ones, and sales training can make sure that you are using the right ones. Sales trainers make it their job to know which strategies produce the best results, which strategies are applicable in certain situations, and which strategies work best within different mediums. When you undergo training, that information gets passed on to you. 

Here’s an example: for many years, cold calling was common practice amongst sales teams. In fact, for many, it still is. However, we now know that cold calling is highly ineffective. Armed with that information, many companies have chosen to ditch cold calling in favour of strategies that will yield better results.

Warm calling is a great example of an alternative strategy that has picked up momentum in recent years and that is far more effective than cold calling. While it may take some getting used to, sales trainers can help you get to a place where you feel comfortable with new strategies and are able to utilize them in your day-to-day routine. 

Longer Information Retention

Memory is a fickle thing; though we’d like to believe that we retain the majority of the information we take in, that’s not always the case. Especially in situations where the information we received was delivered over a short period of time, that information can quickly escape us. While the training you received initially when you’re hired is very important, it shouldn’t stand alone as the only training you receive throughout your career. 

If your onboarding experience represents the entirety of the training you’ve received, your chances of retaining significant portions of the information are relatively small. Companies that are committed to seeing their sales reps excel in the long term have begun to realize that ongoing sales training is the best solution to this problem. 

When you undergo training on a regular basis, even if that means once a year as opposed to once every ten years, information retention rates increase significantly. There’s no shame in not remembering everything you learned in your initial training—its totally normal—and ongoing training is the answer.

About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter. 

Contact us today at or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

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