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Difference Between Sales Training and Sales Transformation
Shawn Casemore - Accelerate Sales Growth Shawn Casemore - Accelerate Sales Growth
For Immediate Release:
Dateline: Toronto, Ontario
Monday, April 26, 2021


Sales Training versus Sales Transformation.

I was speaking with the general manager of a small business last week.

When our conversation turned to discussing the performance of their sales team, the GM asked what I charged for sales training.

“Why do you think you need sales training?” I asked.

At that point, he went on to explain how the team was achieving mediocre results (as compared to his expectations), and their specific lack of motivation to prospect and follow up.

“How will training resolve these issues?” was my next question.

Can you see where this is heading?

Let’s be honest, I do provide clients with sales training, but rarely is it just training.


Training is the introduction and reinforcement of new skills. That’s it.

Sure, you might do some role plays or use a client as a case study, but “training” is the transference of new skills.

Not the application of.

In this situation, the general manager needed a change in performance and sales results. Was the transference of new skills a component of this? Likely. Was it all that was needed? Not likely.

The general manager was seeking a transformation of his sales team to deliver new results.

Typically, this level of transformation requires more than some new skills.

We discussed the role his sales team played in achieving the sales strategy, the coaching required to reinforce new behaviours, and automation that would support better behaviours and measures of individual performance.

Most of my clients first contact me because they believe sales training is necessary. It’s a reasonable assumption.

Sales Training versus Sales Transformation

But when you consider the results that are desired, suddenly just delivering some training seems highly unlikely to create the transformation required.

This Week’s Exercise

  1. What new results would you like to see from your sales team?
  2. What are all of the factors that would influence these new results (outside of just training)?
  3. Where can you start to introduce these changes?

As always, if you’d like some help with this, just hit reply and we can set up a time to discuss. At minimum, you’ll save some money on training that might not lead to the results you are seeking.

News Media Interview Contact
Name: Shawn Casemore
Title: President
Group: Casemore and Co Incorporated
Dateline: Chatsworth, ON Canada
Direct Phone: (519) 379-7697
Main Phone: (519) 379-7697
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