Investing in Sales Training? Here’s How to See a 10X ROI

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Too often money spent on sales training is a cost and not an investment. That isn’t because the people making the decision to spend what is often a substantial amount of money, don’t want return on their investment. It is just that too often it seems to be a tertiary thought when they talk to training companies about improving their sales team’s capability. In twenty years of developing sales and sales management capability to 100’s of corporates and medium size businesses not once have I been pressed by the decision makers on what the RoI will be or how it will be measured. Yep, you didn’t misread that not once! Don’t get me wrong RoI is always mentioned in conversation. But usually as a motherhood statement, (sorry that wasn’t a very 2025 term, I should have said “vague commitment). It always seems to take a back seat to “How much will I need to pay for the training?” or “what skills will you develop” and sometimes “what is your embedding strategy”

Most training providers are delighted that you don’t plunge the conversation in to returns because it makes it easier to appear like they have added real value to your business because they delivered a dazzling training program, and your staff have a ‘better’ understand of how to sell. I get how tricky it can be as a Training provider to deliver a return on investment when many of the factors that affect the RoI are only within control of the company and not the Training Provider. I don’t think that is good enough.

In the last two months two separate companies sought me out to help them work out why their sales haven’t substantially improved even though they have been training their sales teams for months. In both cases the key factor that held back their return was the implementation strategy (the activities that are undertaken before, during and after the training) were an afterthought. In both cases the organisation had spent well over $200K on their sales training roll out just in provider costs alone. I’d say the actual cost was much higher when you take in to account time the salespeople spent away from their customers and prospecting etc. Their training provider was making suggestions only after the “training event” and only after sales growth was happening quickly enough. One simple example is that even though coaching after the training was understood to be a critical success factor it wasn’t happening. Two months after the training roll out the leaders still hadn’t had any coaching skills training. So consistent sales coaching wasn’t happening. If the training provider was truly ‘partnering’ with the client and serious about RoI, all of that would have been resolved before the training started.

But is just one of the many common mistakes that organisations make before during and after they spend money on sales training.

Common Mistakes to avoid to Guarantee your Return on Investment

Treating sales training as event rather than an ongoing process. 

One of the biggest mistakes organizations make is treating sales training as a one-time event rather than an ongoing process. I can tell this because most organisations only think about the investment for the initial roll out of training. What about the budget for training new salespeople who join after the roll out? Who will train them? How will skills development be passed from the training provider and the client? Training should not be a box to check but a continuous journey that evolves with market trends, customer expectations, and business needs. Without ongoing reinforcement, salespeople quickly forget what they’ve learned, leading to minimal long-term impact. Regular coaching, refresher courses, and real-world application exercises help embed new skills and ensure lasting behavior change, maximizing the return on investment.

Selecting training programs without aligning them to business goals. 

Sales training must be directly connected to an organization’s strategic objectives to be truly effective. Many companies invest in generic training programs that do not address their unique challenges, customer base, or sales processes. This misalignment leads to wasted resources and frustration among sales teams who struggle to apply irrelevant techniques. Instead, organizations should choose training programs tailored to their specific industry, target audience, and sales model, ensuring that every lesson learned contributes to achieving key business outcomes.

Failing to measure post-training performance or track impact. 

Without proper measurement, it is impossible to determine whether a sales training program is delivering results. Many organizations fail to track performance changes, skill development, and business impact after training sessions, leaving them unable to assess ROI. Effective tracking involves setting clear KPIs, monitoring sales activity, and gathering feedback from both sales teams and customers. Implementing post-training assessments, coaching sessions, and performance reviews ensures that training translates into measurable improvements in sales performance.

Poor sales leadership buy-in, leading to low adoption. 

Sales training initiatives often fail due to a lack of commitment from sales leaders. If managers and executives do not actively support and reinforce training efforts, sales teams are unlikely to take them seriously. Leaders must lead by example, adopting the same methodologies, providing consistent coaching, and holding their teams accountable for applying new skills. Without leadership buy-in, training programs become isolated events with little real-world application, reducing their effectiveness and limiting the organization’s ability to drive long-term sales success.

So how do I SMASH ROI on My Sales Training

The 6-Step Strategy to Achieve a 10X ROI from Sales Training

1. Coaching is your key ROI Insurance Policy

• Set coaching targets for each coach and Sales Leader
• Monitor adherence to Sales Action Plans –
• Set standards on the structure of Action Plans

Before implementing any sales training program, establish a structured sales coaching discipline. Sales coaching ensures that new skills are reinforced, practiced, and refined over time. Without ongoing coaching, training tends to be forgotten or inconsistently applied, leading to wasted investment. By embedding coaching into the daily routine, sales managers can provide continuous guidance, support, and accountability, ultimately driving long-term improvements in sales performance.

2. Define Clear Sales Activities & Metrics

• Map the activities that will driver sales results
• Set a minimum number of activities at each stage of your sales process
• Ensure Activities are monitored and discuss at sales meeting
• Review & update Sales targets

To measure the effectiveness of training, it’s essential to have a well-defined set of sales activities and key performance indicators (KPIs). This includes identifying specific behaviors, targets, and outcomes that align with business objectives. A robust tracking system should be in place to monitor progress and provide data-driven insights into how training is impacting performance. Clarity in expectations helps sales teams stay focused and motivated while allowing leaders to assess ROI accurately.

3. Include Mindset Training in Sales Training

• Make sure the Sales Training Program includes mindset around common mindset obstacles
• Leaders need to be trained in how to coach and support sales mindset
• Leaders own mindset should be monitored to ensure it is aligned to sales training

Sales success is not just about skills and techniques—it’s also about mindset. A salesperson’s confidence, resilience, and ability to handle rejection play a crucial role in performance. Mindset training helps salespeople develop a growth-oriented attitude, stay motivated, and maintain a positive outlook even in challenging situations. Incorporating elements such as emotional intelligence, self-motivation, and stress management ensures that sales professionals are mentally prepared to apply their skills effectively. When sales teams have the right mindset, they are more likely to embrace training, adapt to new strategies, and consistently perform at a high level.

4. Train Coaches & Sales Leaders First

• Train the Sales Leaders in the sales skills first
• Ensure your training provider has a plan to build SME capability in your business
• Establish Sales Leaders consistency

Sales coaches and leaders need to be proficient in the sales methodologies before training their teams. When leaders understand and embody the principles being taught, they can effectively reinforce them, provide better feedback, and serve as role models. This top-down approach ensures alignment between training and execution, creating a stronger foundation for sustainable improvement. Without well-trained leaders, even the best sales training programs risk being underutilized or inconsistently applied.

5. Select Only Motivated Salespeople

• Create a criteria for deciding which of your salespeople are coachable (and who aren’t)
• Only send those to the training first who are coachable
• Design a plan on how to improve coachability

Training will not affect will and motivation or will. Sending salespeople to training who have no intention of changing how they sell is a real Investment killer. Not every salesperson is ready for training at the same time. Investing in those who lack motivation can lead to poor adoption and wasted resources. Instead, focus on training individuals who are eager to grow, improve, and implement new strategies. This targeted approach ensures that those receiving training are more likely to apply what they learn, increasing the overall effectiveness of the program.

6. Track Skill Development

• Have the training provider map out each sale skill that will be taught
• Create a spreadsheet with inventory of each sales person and the sales skills
• Have coaches and leaders mark each skill as the salesperson uses it consistently
• Monitor progress of skills inventory progress

Measuring success goes beyond sales numbers; it requires tracking the development of critical sales skills. By monitoring a “skills inventory” over time, organizations can identify areas of improvement, address gaps, and adjust training strategies accordingly. Regular assessments, feedback loops, and skill evaluations help ensure that training efforts translate into tangible performance gains, leading to a measurable return on investment.

Conclusion

Too many companies invest heavily in sales training without seeing measurable results. The primary reason? Training is treated as a short-term event rather than a strategic, ongoing process. Without leadership buy-in, clear success metrics, and a structured follow-up strategy, even the most well-designed programs will fail to deliver a return on investment. Sales training should be viewed as a revenue driver, not just another business expense.

By implementing the 6-Step Strategy, organizations can dramatically improve the effectiveness of their sales training. From prioritizing coaching and tracking key sales activities to ensuring mindset training and selecting only motivated salespeople, every step plays a critical role in achieving long-term success. Companies that embrace this structured approach will not only see improved sales performance but also foster a high-performance culture that drives sustainable growth.

Take the First Step Toward High-Impact Sales Training

If you’re serious about maximizing the ROI of your sales training, now is the time to act. Evaluate your current training strategy—are you making any of the common mistakes? Do you have a structured coaching program in place? Are your sales leaders equipped to drive change?

The good news is that with the right approach, you can turn your sales training investment into a powerful growth engine. Contact us today to learn how we can help you implement a results-driven sales training strategy that delivers measurable performance improvements. Don’t let your training budget go to waste—take control and start seeing real returns.