Managers often ask the question: “what if we invest in [coaching] employees and they leave?” The question to ask is “what if we don’t and they stay?” The benefits of employee training cannot be overemphasised. Because quite frankly, it’s a win-win situation for everyone — company, customers and all. A well trained employee could potentially mean more revenue for the company. The same ideology applies for sales training. The 2016 Sales Enablement Practitioner Survey by Highspot demonstrate that ‘sales enablement’ is currently a trending topic for business processes. An astounding 79% of organisations are engaging in some form of organised sales enablement activities and 64% of those indicated ‘sales training must be improved’. Mostly, the viewpoint is integrating training into every sales enablement process not just a one-off activity to be carried out once a month or once a quarter. Some of the enablement processes listed include: giving sales people easy access to content, taking advantage of new technology, and more. Effective sales training requires great investment of resources which includes time. Some have suggested training programs of between 6-3 months for maximum result. Others have suggested one hour of one-on-one daily sales training sessions run by a manager or a coach. There are many cited methods of sales training out there. However, whatever method used should be both efficient and effective and may depend on business structure. Sales training should be geared towards improving a salespersons self-esteem, goal setting skill, negotiation and objection handling, accounts development, sales management, including qualifying leads, overcoming missed sales goals, and lost opportunities, and more. Successful sales training is like creating a ripple effect Sales training, if done right will create a ripple effect on not just your company but on your customers as well. Sales training equals self-confident sales people Most sales people have admitted their level of confidence depends on their level of  knowledge about a product. A truly confident sales person is confident in his/herself regardless of the product they are selling.  It’s been proven several times that a self confident sales person is more likely to thrive regardless of situations. Sales training that is geared towards boosting employee self confidence will equip them to overcome the challenges of closing sales, promoting benefits of a product rather than features, and prospecting and qualifying. Confidence is a very important vibe in the sales business as it makes the difference between winning or losing a prospect. It’s the starting point of being able to connect with people and building trust. And we all know sales trust is significant in sales success. A survey done on customers revealed that over 90% will only buy from a sales person they trust. So, you know you have a great product but how do you guide your customers to go from the unknown to the known of making them realise they actually do need your product? Trust is key! Sales training boosts motivation/enthusiasm In addition to confidence, sales training also has the capacity to boost motivation/enthusiasm to close more sales. In order to succeed in sales a lot of enthusiasm is required…The more sales closed the more motivated you are to close even more sales. That also means more sales training to sustain that vibe. A wise man, Zig Ziglar once said: ” for every sale you miss because you’re too enthusiastic, you’ll miss a hundred because you’re not enthusiastic enough.” Therefore the importance of motivation/enthusiasm in sales should not be underestimated. Sales training builds efficiency You will find your sales team will close sales faster. If it took 5 days to close a sale, sales training gets it down to 2 days. This  means more productivity which means more days to close more sales, and subsequently, more revenue for the company.