Our Process for Working with You

We work with you to design and implement your custom program...

following a cost-effective and proven process.


The process begins with your needs. We answer the question, "what, if changed, would have the most long-lasting impact on sales performance improvement?"

We identify ways to make your sales organization more effective, and provide you with recommendations and a roadmap to move things forward at a manageable pace.

We look for behaviors that are limiting the full potential of your sale force, and help drive the behavioral changes that will lead to true results. Usually this means we need to close a gap in your team's knowledge and skills, or their ability to effectively apply the skills in the field – through a customized sales training program.

We'll review your internal environment, leadership philosophy, culture, organization, existing sales processes, prior training, performance measurement and compensation systems, and use of technology. We'll learn about your competition and customers. We'll evaluate the current and desired skills and practices of the sales force and sales management.

The assessment provides you with a third party, objective review of your organization's strengths, weaknesses, and opportunities. The purpose of the assessment is to:

  • Identify opportunities for improvement in sales organizational effectiveness.
  • Identify and prioritize gaps in knowledge, skills and competencies.
  • Establish business, performance, and behavioral learning objectives.
  • Design educational programs to meet the defined objectives.
  • Uncover any barriers in transfer of learning to practice.
  • Determine target audiences and develop engagement strategies.
  • Identify methods to reinforce training, enhance transfer to practices, and measure impact.

The assessment helps us learn enough about your organization to provide you with a meaningful proposal, whether for training or other sales performance improvement initiatives.


With Sales Innovation, training is a process and not a single event. In traditional single-event workshops, a "one size fits all" approach does not help people relate concepts to their everyday world given their unique strengths, weaknesses, and experiences.

With a Sales Innovation program, the course design follows our Innovative Approach to Learning, in which topics are taught over a period of time in different ways – through online lecture, pre-class assignments, forum discussions, classroom experiential activities, fieldwork application and individual coaching. Each component of the learning is customized to your group during the design phase.

Our curriculum library has over 75 individual learning modules covering specific areas of the sales process, soft skills, and competitive intelligence. Our modular approach gives us the flexibility to design a course that aligns to the behavioral learning objectives identified in the assessment. You get, and pay for, only what you need. View a description of our learning modules.

The modular approach allows us to build multiple training tracks for individuals at different levels of experience within your organization – from brand new to seasoned sales people. We enable managers to create personal development plans based on the strengths and weaknesses of an individual.

Many programs make the claim of "customization." At Sales Innovation, customization means that we are developing relevant programs from the ground up based on business and performance objectives. We bridge concepts to application using real life scenarios from each participant's experiences, not just through generic company or industry examples.

We'll seek input from your sales manager and top performers during the design phase, encouraging ownership of the program and results from the very beginning. We will work with you to define metrics to measure program impact.


During the assessment phase, we develop engagement strategies for the group as well as for each individual participant – from the most avid learner to the seasoned skeptic. Our programs actively engage participants at every phase of their careers. Your company's most experienced sales people sharpen their own skills and show their co-workers how to improve sales performance.

During the engagement phase, we will work with the managers to design and implement transfer of learning tools and processes. The responsibility to coach to the new behaviors rests squarely on their shoulders, so we work your managers to set them for success in their coaching role.

Our goal is to get every participant to view the training as an investment in his or her future. Anything less than that is a waste of your investment and time.


During the course, your sales people are learning in the classroom, in the field, and through individual coaching.

Practical application in the field

Research on adult learning shows that practical application is the key to retaining knowledge. Every concept taught is applied in a practical way before, during, and after the class session. As participants apply new strategies and techniques with prospects, they are asked to weigh in on the experience in the forum discussions. Through these forums, they can connect with others who are having similar successes or challenges. The facilitator uses this opportunity to reinforce best practices, and to coach those who need additional development.

This process forces accountability for sales people to immediately apply what they have learned, reinforcing new behaviors as routine and habit. Participants are provided with immediate self-reflection and feedback for continuous development.

Practical application minimizes opportunity cost of the training, keeping your sales people on the street from day one for an immediate return on the investment in learning.

Individual Coaching

Traditional single-event workshops take a one size fits all approach without helping a person individually relate the concept to their everyday world. Sales people all have different strengths and weaknesses, and varying levels of experience. Successful transfer of learning to practice and behavioral change requires ongoing evaluation and development of each salesperson on an individualized, personal basis.

Our program facilitators provide specific, individualized feedback to each program participant on pre-class and fieldwork assignments throughout the course of a program. Through coaching, we help each sales person successfully apply best practices, improve their individual performance, and achieve better results for their organization.

Managers are able to observe and learn from the interaction and coaching provided by our facilitators. They can assess participation and communicate with those who need encouragement to better engage them in learning.

We guide sales managers to begin coaching new behaviors under our direction. In other words, we coach the coaches. We teach the managers how to continue the process of evaluation, reinforcement, and individualized development of each of their salespeople after the program has ended. We work with managers so that this becomes the way of doing business. With the tools we provide, managers find coaching and developing their sales people easier.

During the training program, you'll see a sales staff that is fully engaged, regardless of their skills or experience. You'll see them learning about new techniques and sharing their experiences, both in class and on the job. You'll see them repeating and refining the best practices in your sales process. You'll see employees who are better at managing their time and using technology. You'll see a greater sense of teamwork, leading to greater customer penetration and retention. Above all, you'll see how educational concepts translate into improved productivity and greater financial potential.

Transfer of Learning

The proof is in the performance. Every custom sales training program we create is built upon one very important motivation:

Transform knowledge into improved performance.

What makes us different from other sales training firms is that we invest as much care in developing techniques to reinforce knowledge as we do in creating the program content. For each learning module, we develop tools that help the sales force integrate into their everyday routine the skills and processes necessary to increase sales performance.

We train sales managers to be mentors, coaching employees to use their new skills on the job. Sales managers must "own" the transfer of learning when the program is complete, so that the processes being taught are the processes that will be managed. After the course, the sales manager's job is to make sure the learning translates to better hit ratios, shorter sales cycles, more profitable customers, and a more robust pipeline. Our job is to give the managers easy-to-implement tools to reinforce learning through one-on-one coaching in the field.


When our clients invest in sales performance improvement, the conversation naturally turns to measuring the impact of training and development programs. Stakeholders ask, "What is the expected ROI?" Even those who inherently believe in investment in workplace education feel pressured to monetize the results.

Sales Innovation authored a white paper which addresses this issue, and explains the resources we will provide to help you with the measurement process. Measuring the Impact of Sales Training Programs.

How can we help you?