Product Training versus Sales Training – Which Matters Most?

graphic of two men in the same boat pulling in different directions to show the dilemma between Product Training versus Sales Training

Product Training Versus Sales Training – Which Matters Most?
Many of our clients who are moving from selling products to selling more complex solutions struggle with the concept of product training versus sales training.  If you really want your sales team to up their game, what kind of training is most effective?  Product training versus Sales Training?  While it depends, the short answer is highly targeted sales training.

Two Main Types of Sales Product Training
We have found two main types of sales product training.  One that focuses on product features and one that focuses on customer benefits.  As my old boss used to say, “Features Tell and Benefits Sell.”

1.  Product Features Tell
Sales product training that focuses on features outlines what your products can do.  Salespeople should know the basics of what they are selling.  But customers, especially for complex and solution-based sales, frequently report being unable to determine why a particular feature or function is meaningful to them or different from the competition.

2.  Product Benefits Sell
Product benefits create meaning and relevancy.  While buyers tell us that they initially have little interest in learning about product features, they are highly motivated to understand what the product can specifically do for them.  In a nutshell, product benefits training ties your product features directly to something important (better, faster or cheaper) to the customer.

While the two training approaches sound similar, they are completely different.  For example, over 35 million beds are purchased each year.  The sales reps that outperform their peers do not only share the commoditized features of the bed (e.g. firmness, size or price); they sell the customer benefits (a good night’s sleep).

Two Main Types of Sales Training
We have also found two main types of business sales training.  One that focuses on fundamental awareness and insight of key sales skills (Check-the-Box) and one that focuses on changing sales behavior and performance (Move-the-Needle).

1.  Check-the-Box Sales Training
Check-the-Box business sales training seeks to improve the awareness and insight of specific sales skills and knowledge in areas such as qualifying opportunities, recommending and guiding solutions, presenting options, negotiating and closing, coaching sales reps, planning for major accounts, etc.  Success for Check-the-Box sales training is typically measured by levels of participant satisfaction and attendance.

Check-the-Box sales training solutions are most often deployed as open-enrollment offerings for individuals and are used to satisfy the basic compliance, health and hygiene learning needs required to attract, develop, engage and retain sales talent.  From an expectations standpoint,
Check-the-Box sales training improves awareness and insight.  It does not change on-the-job performance.

Based upon over 800 sales training projects, well-designed Check-the-Box sales training, without other supporting interventions, will change the on-the-job behavior of 1-in-5 sales reps on average.

2.  Move-the-Needle Sales Training
Move-the-Needle sales training aims to improve the 1-in-5 average by improving explicitly identified sales behaviors and increasing targeted sales performance.  Success is typically measured by the adoption rate of new sales skills and behaviors combined with the corresponding lift in revenue, margin, win rate, portfolio mix, deal size or sales cycle.

Move-the-Needle sales training is treated as a sales change initiative, not a stand-alone sales training event.  Because of this, move-the-needle sales training is tied directly to the sales strategy and focuses on the critical few unique sales skills and scenarios that matter most for your unique situation.  It then creates high levels of accountability and support through frequent practice, feedback, sales coaching and sales training measurement.

The Bottom Line on Product Training versus Sales Training
Product-based training and selling focuses on the product…

  • what it can do
  • how it works
  • what it looks like
  • how much it costs in its different configurations

Solution selling, however, combined with product benefits training focuses on the customer…

  • who they are
  • what problems they face
  • what issues concern them
  • how what you have to sell will directly help them be successful

To navigate toward a more consultative sale, your sales team needs understand Product Training versus Sales Training to better acquire a different set of tools and skills than simply knowing the features of their offering or the soft skill sales basics.

To learn more about improving the performance of your sales team, download The 30 Sales Questions More Important Than Budget

Comments are closed.

We engaged LSA to design and deliver a 6-month custom executive coaching program for a group of our key leaders. The focus of the program was to help a core group of senior leaders to leverage previous investments in management training, to ensure the engagement and retention of key employees, and to push critical strategic initiatives forward. Even with the high expectations of our senior people, LSA has completely exceeded our expectations. I would recommend them to anyone looking to create and implement a custom coaching methodology using proven tools to drive true change.

Ivan Fukumoto
Senior HR Manager - Staffing, Training, & Development

“We turned to LSA to help us custom design and deliver a leadership and management development curriculum to help drive performance. They have done an excellent job diagnosing the business situation, designing an approach that fits our culture, and delivering a first class solution.”

Sally Buchannan
VP Human Resources

I have worked with other training companies and found it to be more of a seller/buyer relationship than one of matching the right expertise to our business issues. That’s what LSA does – ask the hard questions, listen, and understand our business needs. We receive the benefit of their expertise from assistance with personal development plans to enhancing team performance, to looking at enterprise-wide challenges. It’s all about helping our business succeed as we grow. Right now, LSA is providing great ideas, a fresh approach, and valuable guidance as we develop our management team and accelerate our client relationship management results.

Kristin Westland-Kaune
Director, Team Development

LSA helped us design and deliver a blended learning solution for our leaders to help drive our growth plans in a way that aligned with our specific culture and values. LSA understood our business, had deep expertise in the content areas, tailored the programs to fit our specific needs, and delivered great results. They constantly strive to deliver business impact and align their solutions with our business initiates, culture, and performance management systems. I highly recommend them to anyone looking to take their leaders to the next level.”

Beth A. Taylor
Vice President of Human Resources

Thoratec

Harmonic has worked with LSA for over 8 years. We have found their partnership extremely beneficial. We recently implemented a Management Development Program that was designed and customized to support our company’s strategic initiative of hiring, building, and retaining key intellectual property and human talent. We worked closely with LSA to target and implement the right solutions with the greatest impact. I would recommend LSA to any company that’s looking for a trusted training and development partner.

Janice Passarello
Director of Human Resources

LSA’s approach and ability to bring the best resources to eBay has been a great asset. They really focus on helping us succeed in any way they can and are very flexible in meeting our management and talent needs.

Mike Normant
Learning & Development

ebay

Each program is preceded by an assessment of the participants. The course is then designed to fit the specific parameters and needs of the group. The highly interactive delivery is provided by recognized experts in their fields. On the spot coaching is provided during the program and each participant receives individual follow-up after the course. Courses can be delivered in-person or virtually. Given the nature of Cisco’s business and the way we operate, these remote workshops are a must for anyone who joins our company. Their work is eye opening. Great content and fantastic delivery.

Frank J. Kuypers
Business Development Manager

LSA exceeded all my expectations. We interviewed 7 potential training and consulting partners and selected LSA due to their expertise, flexibility, and breadth and depth of solutions. We were able to construct a management training course from the modules most appropriate to our needs, and are able to provide additional training from their well developed portfolio of experts. Our managers galvanized as a team throughout the session and are better prepared for the rigors of a competitive market.

Mitch Mandich
CEO

Edify

I am very impressed with the quality of work and talent. LSA did a great job of listening to my needs and providing the exact management training program expertise I needed to get the job done.

Don Pryor
Director, Business Planning & Analysis

PalmSource has found our relationship with LSA extremely beneficial. We worked closely with LSA to customize the right Management Training Program solution to meet our unique business needs. LSA is a quality organization, one that I’d recommend to any company looking for a first class training and consulting partner.

Ken Boehm
Vice President of Human Resources

What a personal and professional pleasure it has been to Partner with LSA. They are truly a strategic partner with Wyse. For more than 5 years, LSA has been engaged in delivering various training and development solutions for Wyse, from custom on-site programs targeting specific core competencies, to working individually with clients to build job skills, and offering invaluable services to me and my team as we continue to build our learning programs. LSA’s representatives do more than sell a product, they offer a full service solution: they understand our business, our strategic initiatives, and the needs of our customers.

Jeff Rangel
Director of HR

LSA has been a tremendous asset to my portfolio, both at my current company and my past company. As an HR leader, I am always looking for ways to find external resources that can provide a solution to our management training needs. LSA does that for me. Their solutions are presented in a much more leadership-oriented manner so as to be crisp, business relevant, and easy to apply right back on the job. I will continue to augment our programs using LSA solutions.

Ken Boehm
VP of Human Resources

What a refreshing change from the half-baked psycho-babble you normally get from training and consulting organizations. LSA gives you the practical and results-oriented assistance you need to define and reach your goal.  They provide a results driven plan – not just a temporary fix. They are great to work with, and even more importantly, they “get it!”

David Fiano
Vice President Human Resources

I’ve partnered with LSA Global at two companies now, and I consider them a valuable and trusted training and consulting resource. They recommended just the right solution to address our management development needs and have wonderful facilitators that match YuMe’s culture and style of our management team. I would highly recommend LSA Global to any company wanting to deliver quality learning solutions with a valuable learning and development partner.

Maya Paul
HR Director

I had been working with LSA for many years with my prior company. Currently, I’m with a company who hadn’t done much basic management skills training. After identifying and presenting a program recently, our managers are excited and talking in the halls about the great experience. LSA saves us time in delivering the right training for our needs.

Phyllis Moracco
HR Director

Evaluate your Performance

Toolkits

Toolkits

Download key published insights and tools from industry experts highlighting best practices in the areas of talent, strategy and culture.

More

Health Checks

Health Checks

Want to know how you stack up against leading organizations?  Receive a complimentary benchmarking analysis courtesy of an LSA Expert.

More

Whitepapers

Whitepapers

Get up to speed on timely solutions critical to your business. Published by LSA Experts based upon client feedback and key industry trends.

More

Methodology

Methodologies

First we identify the key metrics you want to improve. Then we assemble a dedicated team of elite experts who have successfully solved similar problems with similar clients.

More

Blogs

Stay up to do date with the latest information on how we help high growth companies align their culture and talent with strategy.

More

Case Studies

Client Case Studies

Real world consulting and training approaches from LSA projects, providing insights on how your company can outperform the competition.

More