BY C. Lee Smith
The world of sales training is changing. In the 2025 State of the Sales Training Market published by TrainingIndustry.com, the trend toward “contextualized, role-specific learning is highlighted.” That may be true, but our research also shows that your team will benefit from customized sales training.
How Sales Fits into the Generative AI Era
We are in an era where buyers rely more than ever on AI. And there are buyers who would rather complete the purchase process without interacting with a sales professional. But a salesperson can add the human touch that matters when closing a deal.
Before that happens, a bit of sales training is in order. Sales training “helps professionals connect buyer needs with tailored solutions…” Customized sales training is even more cost-effective. That’s because this type of training is designed to meet the needs of your individual team members.
The Training Your Team Members Need
Our research shows a disconnect between what sales reps believe they need help with and what their managers think. 37% of sales reps have trouble handling objections. And the same number struggle to connect with the person who controls the budget at the prospect’s account.
Managers highlighted a different weakness in our survey. 39% of managers believe that sales reps need the most help with a very different aspect of the sales process: pre-meeting/pre-call intelligence.
It’s likely that some of your team members do need additional training with their pre-meeting/pre-call intelligence. You’ll learn the details by having your sales reps take a sales skills assessment like the one provided by TeamTraitTM.
You rely on your team to find leads, learn about the buyer’s problems and develop an appropriate solution. As your reps lead buyers through the sales funnel, they must communicate clearly and with empathy. They must learn which individuals at the buyer's site could stall the purchase, and then they'll need to carefully overcome objections to lead the deal to a close.
Match the Training to the Needed Skills Improvement
Your resources and your budget for sales training may be tight. One way to save money is to offer customized sales training. It makes little sense to require a rep with great discovery skills to sit through yet another module on how to assess the buyer. But you'll definitely want to train the rep who struggles with closing.
Determine the Training Need When Hiring
As the TrainingIndustry.com research shows, your reps also need training that’s appropriate for the role, whether it’s field sales or channel sales. In fact, as you’re hiring, you can use sales skills assessments to determine whether your top candidate is a good match for your open position.
If the candidate you like is not a perfect match for the position, note where upskilling will be necessary. And then, develop a plan for customized sales training.
You should also check out the candidate’s coachability assessment scores. Candidates who are open to coaching and training could end up being your best employee.
Why Customized Sales Training Must Expand Beyond Companywide Initiatives
TrainingIndustry.com values the North American sales training market at $1.8B. Their analysts believe that roughly 76% of providers customize their offerings. However, the customization is usually about focusing on the organization’s goals. That kind of training is important but sales managers must take it a step further.
Keep in mind that up to 39% of sales professionals told us they are actively looking for another job. And 24% say that they would change companies for a chance at better training. On a more positive note, it’s clear that today’s employees, especially those who are just starting their careers, are eager for skill development.
When it comes to sales training at their current employer, only 36% give it a 5‑star rating. Your team members want more than to keep up. They want training to help them excel in their careers and deliver excellence to you and their clients.
The sales training that you’ve been offering is likely not sufficient. Today’s consumers, including your employees, are used to having everything customized for them. You’ll gain your team’s loyalty by customizing your training and coaching to their needs. And you’ll also have a department where the team consistently exceeds quota.
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