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20 Best Sales Training Programs & Courses

Summary

We tasked eight sales training experts with agreeing on this updated list of the best sales training courses in 2024 for both classroom and virtual. We hope that their research will save you time and help you to choose the best sales classes.

Effective sales training has a direct correlation to business results. According to McKinsey, stronger sales training relates to stronger performance across key skill areas. Undertaking sales training often results in higher opportunity win rates, claiming maximum value through pricing and volume, and an increase in the ability to fill pipelines and grow accounts.

Sales training defined: Sales training is the process of developing the skills and tools of your sales force to create more and better sales opportunities and close higher profit deals.

Top 3 Courses

1

Negotiation Experts –
Sales Negotiation Training

1

Negotiation Experts –
Sales Negotiation Training

4.7
Los Angeles, California HQ
Customization Level High
Sales Cornerstones: $2,040 discounted to $1,632
Sales Training: $3,190 discounted to $2,552
Key Differentiators
Unique advanced sim game to share deeper insights, in less time with larger groups
Customized sim games, and flexible blended modular approach
Graduation certificate after a scored assessment and personalised report
Strengths & Weaknesses
  • Creator of the world’s most advanced online negotiation simulation game.
  • Global leader in the creation of client customized sim games.
  • No learner self paced training.
  • Only available in English.
Key Lessons and Value
  • Create value by leveraging customer needs.
  • Learn how to shorten the sales cycle by closing larger deals faster.
  • Know how to claim more value and discount less.
  • Master persuasion and influence to win more “yeses.”
  • Practice handling objectives and keeping control of meetings.

Take this sales negotiation course to arm yourself with techniques and preparation tools to get off the backfoot of being commoditized, forced to concede discounts, and split the difference. Their method of stacking advantages puts you in the driving seat to increase your win rate, boost your margins, and shorten your sales cycle time while also improving your customer relationships.

The course is highly practical, including techniques to handle the toughest objections. The public course is taught by Negotiation Experts in a challenging and highly engaging online format. You’ll get to practice against professional procurement negotiators since they are unique in combining sales and procurement negotiators in their public courses. Their world-first sim game enables you to measure and track your progress as you craft win-win true-to-life sales deals in increasingly complex sims. Teams learn to coordinate effectively in roles, and to use complexity to their advantage.

This sales training course boosts your long-term retention by providing an assessment to reinforce lessons three months after the course, together with your personalized report and certificate.

Format

Customization requires participants to complete an online 15-minute diagnostic. Leaders discuss the team’s report and recommendations. The sim game library comprises mostly sales vs. procurement role plays – covering many types of products, services, assets, and industries. Negotiation Experts deliver feedback. Participants watch videos before the training, and the course includes Q&A’s, breakout group exercises & discussions. The training is followed three months later with a scored post-assessment, assessment report, and certificate. Panoramic video recording is available for classroom delivery.

Location

Onsite classroom delivery in over 35 countries, online remote delivery for Americas & EMEA & APAC. Open enrolment classroom sales training programs in major American cities, and online for the Americas and EMEA time zones.

Certification

Certificate of completion, plus an optional LinkedIn certificate.

Delivery Method

Classroom and virtual facilitator-led online sales training.

Retention Follow Up

The company’s scored assessment measures your team’s usage and results three months after their training. Personalized reports and certificates are sent to graduates, and a group report is sent and discussed with the leadership team.

Maximum Class Size

20 for the facilitator-led online and classroom sales training course, with classroom options of 12 or 28.

Clients

Honeywell, Netgear, Glencore, Cisco, Shell, Toyota, PepsiCo, and ABB.

Duration

From half a day Masterclasses to the most popular three days for Sales Negotiation Training classroom. Virtual is typically delivered across six 4.5-hour online sessions.

Other Sales Courses

Sales Masterclasses, Sales Negotiation Cornerstones, Sales Negotiations, Sales vs. Procurement sim games.

2

Action Selling –
The Action Selling Process

2

Action Selling –
The Action Selling Process

4.3
Plymouth, Minnesota HQ
Customization Level Medium
The provider has asked us not to disclose their prices.
Key Differentiators
Uses adult learning principles
Free skill assessment for different sales activities
Free call planning skills assessment
3

Sandler Training – Sales Certification

3

Sandler Training – Sales Certification

4.6
Owings Mills, Maryland HQ
Customization Level Medium
The provider has asked us not to disclose their prices.
Key Differentiators
Consultative selling approach grounded in psychological discipline
Comprehensive reinforcement model
Pre-training team assessment and benchmarking
4

Richardson Sales Performance –
Consultative Selling

4

Richardson Sales Performance –
Consultative Selling

5
Philadelphia, Pennsylvania HQ
Customization Level Medium
Available on request
Key Differentiators
Tracking learning progress using technology
Multimodal and blended learning
Use a combination of assessments, gamification, video examples, etc to keep learners engaged
5

Dale Carnegie –
Winning With Relationship Selling

5

Dale Carnegie –
Winning With Relationship Selling

4.7
Melville, New York HQ
Customization Level Medium
Prices vary based on location and format
Key Differentiators
ISO Certified
Their eVolve learning platform builds skills through social collaboration, practice, and application
Offers in-the-moment coaching and feedback
6

Sell Better – Driving To Close

6

Sell Better – Driving To Close

4.6
Boston, Massachusetts HQ
Customization Level Low
Individual Training: JB Membership $420 per year
Group Training Prices: JB Membership: $5000 (Up to 30 licenses), JB Flex: $25,000 (Up to 60 licenses), JB Dedicated: $25,000 (Remote), $30,000 (On-site)
Key Differentiators
Forbes The Top 30 Social Salespeople In The World
HubSpot The 25 Best Sales Training Programs
Weekly Q&A sessions
7

The Brooks Group – IMPACT Selling

7

The Brooks Group – IMPACT Selling

4.5
Greensboro, North Carolina HQ
Customization Level Medium
In-person: $2,495 per participant
Virtual: $2,195 per participant
Key Differentiators
Offer a personal assessment and selling skills analysis
Investopedia's Nation's Best Virtual Sales Training 2023 award
Money-back guarantee
8

RAIN Group –
RAIN Selling: Foundations Of Consultative Selling

8

RAIN Group –
RAIN Selling: Foundations Of Consultative Selling

4.8
Boston, Massachusetts HQ
Customization Level High
Available on request
Key Differentiators
Offer prework videos and assignments to help participants learn key concepts
Modular approach to skill development
AI-driven sales enablement platform
9

ValueSelling Associates –
Value-Based Sales Training

9

ValueSelling Associates –
Value-Based Sales Training

4.8
Carlsbad, California HQ
Customization Level Medium
Available on request
Key Differentiators
Program is tailored to your organization, your industry, your client set, and your role.
2022 Selling Power Top 20 Virtual Sales Training Companies
Deliver sales training in over 16 languages
10

Challenger – Activation Sales Training

10

Challenger – Activation Sales Training

4.5
Arlington, Virginia
Customization Level Low
Available on request
Key Differentiators
Training content can be integrated into your learning management system
Challenger Loop - An analysis tool that helps reps understand why deals are won or lost
Challenger Hub industry - A leading learning platform
11

Sales Readiness Group (SRG) –
Comprehensive Selling Skills (A part of Sales Benchmark Index - SBI)

11

Sales Readiness Group (SRG) –
Comprehensive Selling Skills (A part of Sales Benchmark Index - SBI)

4.8
Dallas, Texas
Customization Level High
Individual On-Demand: $595 (one year access)
Key Differentiators
Offer post-training reinforcement sessions
24/7 eLearning platform
30-day money-back guarantee
12

Korn Ferry – Professional Selling Skills

12

Korn Ferry – Professional Selling Skills

4.7
Los Angeles, California
Customization Level Low
Range from $805 – $1,950 depending on location and format
Key Differentiators
Use AI-powered sales intelligence to make sellers more productive
2022 Gartner Magic Quadrant for Sales Training Providers Award
Korn Ferry Sell, a native application to Salesforce and Microsoft Dynamics that combines sales methodology and technology to increase sales performance
13

Aslan –
Other-Centered® Selling: Inside Sales Account Manager Training

13

Aslan –
Other-Centered® Selling: Inside Sales Account Manager Training

4.9
Roswell, Georgia
Customization Level High
Baseline pricing range for program workshops (up to 20 reps per workshop)
Half day workshop: $5,000 - $7,500
1-day workshop: $9,000 – $12,500
2-day workshop: $14,000 – $19,500
Key Differentiators
Use micro-learning modules
Catalyst Core - a free, cloud application training tool
Selling Power Top Sales Training Companies 2022
14

Pareto –
Basic Sales Training – Sales Fundamentals

14

Pareto –
Basic Sales Training – Sales Fundamentals

4.6
Wilmslow, UK
Customization Level Medium
Available on request
Key Differentiators
Over 25 years of assessment, placement and training
Innovative digital learning platform
Training courses are accredited by the Learning and Performance Institute (LPI)
15

Janek Performance Group –
Critical Selling Skills

15

Janek Performance Group –
Critical Selling Skills

4.8
Las Vegas, Nevada
Customization Level Medium
On-site training: $1,245 per participant
Virtual, instructor-led training: $1895 per participant
Self-paced: $995 per participant
Personalized sales coaching: $950 (6 calls), $900 (12 calls), $850 (24 calls)
Key Differentiators
Training workshops are limited to small groups to ensure an ideal learning environment
Virtual workshop participants can access a live classroom environment for instant feedback
Use gamification to engage learners
16

The Knowledge Academy –
Sales Bootcamp

16

The Knowledge Academy –
Sales Bootcamp

4.4
Berkshire, UK
Customization Level Medium
Online Instructor-Led and online self-paced: $1295 per participant
Onsite classroom training: Prices available on request
Key Differentiators
Pre-paid training allowance that provides you with significant discounts and savings
Accredited by Axelos, BCS, Microsoft, The Open Group, and APMG
Limit class sizes to promote better discussion
17

Anthony Cole Training Group –
Effective Sales Training

17

Anthony Cole Training Group –
Effective Sales Training

5
Cincinnati, Ohio
Customization Level High
Available on request
Key Differentiators
Salesforce performance evaluations that look at your salespeople, your systems, processes, and overall strategies
Free sales prospecting eBook
Sales Results Guarantee Program
18

MTD – Essential Selling Skills Training

18

MTD – Essential Selling Skills Training

4.9
Coventry, UK
Customization Level Medium
£495 + VAT per participant
Key Differentiators
Accredited by The Institute of Sales Management (ISM) and Continuing Professional Development (CPD)
Post training reinforcement program
250,000 graduates
19

Winning by Design – Selling for Impact

19

Winning by Design – Selling for Impact

4.7
Silicon Valley, California
Customization Level Low
$1,500 per participant
Key Differentiators
Offer training for non-English speakers
SaaS sales training for Account Executives
Customer Success Operating Model
20

Global Performance Group -
Outcome-Based Selling

20

Global Performance Group -
Outcome-Based Selling

4.3
Darien, Connecticut
Customization Level High
Available on request
Key Differentiators
Training can be delivered in 14 languages
Don't use a per seat/per license charging model
Offer live workshops, coaching sessions and application clinics

Advice For Maximizing Your Sales Training ROI

1

Use your sales training course skills, tools, techniques, tactics, strategies, and advice immediately. If we’re honest, we are only using a small fraction of what we’ve read and been trained on. When considering which the best sales training course is, most people focus too much on the training “event,” neglecting the follow-through and follow-up. Your salevs training provider should offer some practical ways to remind you and to reinforce their seminar.

2

Take notes on your sales classes. The more of our senses we engage, the better will be our recall and follow-through. So take notes, review your notes, and complete all homework exercises.

3

Keep the outside world… out. You’re investing precious time and money (even the low-cost courses come with an opportunity cost), so make sure you are not tired or distracted. Tell your boss or colleagues that you’re away on a course and that you’ll respond the day after the course. Set your out-of-office autoresponder to say the same. You’ll do your learning experience a disservice if you burn both ends of the candle trying to keep up with work. You need all your time and energy to build new, empowering sales training habits.

4

Keep a diary after graduating. What to write in your diary? After every meeting or day, capture what you did well and what you would like to work more on. This discipline will massively boost your chances of not only deploying more of what you learned but also of systematically improving your sales level beyond the confines of the course, and reducing your reliance on a training company.

5

Keep a diary after graduating. What to write in your diary? After every meeting or day, capture what you did well and what you would like to work more on. This discipline will massively boost your chances of not only deploying more of what you learned but also of systematically improving your sales level beyond the confines of the course, and reducing your reliance on a training company.

6

Measure results. Define your metrics and be honest with yourself about how your chosen sales training course is delivering for you. Sales is a great career for measuring results. You either:

  • Close more deals, or someone else does.
  • Win larger deals in less time, or nothing much changes.
  • Maintain or grow margins, or you discount.
  • Get past objections, or get beaten up.
  • Make it to be the last two or three vendors, or you get cast out early.

You get the idea. Choose your most meaningful measures of success and review at regular intervals.

7

Read the best sales training books. Nowadays, more and more sales professionals are listening to audiobooks. If you travel or have some regular downtime, audiobooks can be the perfect way to upskill. Why restrict yourself to just classes, even if they are the best sales training classes? Many top sales training companies reveal most of their sales methodology through their books.

8

Don’t be too faithful. When you stick with the same sales training company, you’ll see diminishing returns. When you try a new sales training class, you’ll learn new skills, tactics, techniques, and tools. Take more than one sales training seminar and read more than one sales book in your sales career.

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