In the fast-paced, ever-changing field of sales, it’s no wonder why systematic, repeatable training is important to keep sales reps up-to-date. Since sales reps often need to learn and adapt to the latest sales process, methodology, and messaging, offering timely training is a must. Equally important is the regular distribution of sales training content that is memorable. Without it, learned information will not stay with the seller for long. This kind of meaningful training can come from an effective sales enablement program.

The best sales enablement programs ought to act as a resource that helps reps sell more effectively and efficiently. At their best, these programs save the company a lot of time and money by increasing the productivity of their sales team. They can even lead to more sales, making them not only a money saver, but a money maker as well. Part of what these programs do includes making sure that reps are properly equipped with all that they need to engage leads and convert them into buyers. A great way to do this is by implementing a well-structured, effective sales training program.

The problem is that many sales enablement practitioners typically adopt training methodologies that do not give reps what they actually need. Traditional sales training techniques take the seller away from the buyer, which often prevents them from being as effective as they set out to be. By implementing a more effective sales enablement program, a company can improve the training process by addressing the actual needs of the sales team.

While this task may seem daunting, there are four simple ways that a sales enablement program can actually streamline sales training.

1.) Making Training More Available

One of the biggest problems with sales trainings is that they usually only happen a few times out of the year at best. Traditional sales training techniques often require a meeting or group gathering scheduled by someone other than the rep, which means the rep has to adjust his or her schedule in order to fit. If the trainings work with the rep to schedule a time for the meeting, there is no risk of the sales training interfering with the rep’s clients. This small adjustment to a sales training strategy can maximize each sales reps’ time, making them more available to meet with or call potential clients.  An effective sales enablement program makes sure that sales training is available when the rep can be there and in a place they can go without getting in the way of sales.

2.) Contextualizing the Training to Meet the Reps’ Needs

As with all large-gathering trainings, group sales trainings can sometimes be less focused on the specific needs of an individual sales rep.

A more beneficial sales training strategy would give reps information that is relevant to the sales proecess and deal they are currently trying to engage. The rep is now motivated because the sales training content applies to the rep’s situation at the moment. They will be more attentive and focused, and the training will be more effective.

An effective sales enablement program helps ensure that all the sales content that is given to the rep is significant and relevant to their current engagements.

3.) Training on Simple, Deliverable Language

Since sales reps are the buyer’s primary communication point for the company, it is vital that they are able to communicate the necessary information to the buyer in a simple and concise way. Few buyers will be interested in jargon or technical data statistics, but they will want to know the essential aspects of what they are considering buying. If a sales rep cannot fully explain the product simply and coherently, they may lose the buyer’s interest and ultimately, their business.

Because of this, an effective sales enablement program must support a sales training and communication strategy that gives the rep the necessary information in such a way that they can easily digest and deliver it to the buyer in simple language.

4.) Incorporating Training Into the Regular Workflow

Perhaps the most essential need is for the sales training content to be seamlessly incorporated into the rep and sales manager’s workflows, making room for quick and regular coaching feedback from the manager to the rep. The training process should be ongoing so that sales reps are not losing out on new information or having to remember what they learned months ago.

An effective sales enablement program that incorporates sales training techniques into a company’s workflow will help make training and coaching more efficient in the long run.

Developing an effective sales enablement program that works around the sales team will help the reps with what they actually need, allowing them to be more productive and motivated to sell more. When they are regularly given proper training material that helps them in their specific engagements, they will use what they learn more regularly, making it less likely that they forget what they learn and more likely that they use it in the future. Lastly, the sales enablement program can help ensure a workflow that allows room for regular, practical feedback from managers to the reps. All these together streamline the training process and make the sales team more efficient, productive, and effective.

Shawnna Sumaoang is the Director of Marketing for Highspot, the industry's most advanced sales enablement platform, helping organizations close the loop across marketing, sales, and the customer.