Tag Archive for: sales training

Sales Training

Why You Need Sales Training

The first reaction from customers my team calls on is that they don’t need or want sales training. And, it is no wonder they feel that way at first. Training is a huge investment for business owners and salespeople alike. It requires time, effort, and — of course — money! 

But the fact of the matter is, people will feel that way about anything if they don’t know why it’s important.  

For that reason, this article goes in-depth about:

  1. How sales training improves every area of your life.
  2. Also, what a strong selling curriculum must include. 

With that in mind, I will start with the story of how sales saved my life… 

Why I am Passionate About Sales Training 

Believe it or not, I never wanted to become a salesman. I went to college for accounting. However, after college, I ended up working at a car dealership once I beat a years-long struggle with drugs. 


To start, no one showed me any practical methods to close a deal. Further, the only things my colleagues taught me were sales tricks that didn’t work — and even worse, were unethical. 


I discovered real sales techniques and strategies that resulted in more deals. Once I studied and implemented them, I quickly rose through the ranks to the top salesman at the company. 

The discipline and education kept me clean and improved my finances. From there, I began teaching others how to sell knowing how much it could transform their lives.

And here is how it can do that specifically… 

Sales Skills are the Keys to Personal and Financial Success

As you can see, fully committing to sales training turned my life around. Nonetheless, I can understand if you’re still unconvinced since you never had those exact circumstances…

So, the next sections will cover how professional development in sales can give you an upper hand with more common obstacles.  

Let’s start with one that affects all walks of life — the economy. 

Enough Sales Can Beat ANY Economic Downturn 

In a period of contraction, consumers get scared. Hence, they tend to hold on tighter to their cash. 

As such, sales professionals have to work harder to close deals — which is where sales training makes all the difference.

Training puts you in better control of customer interactions, so you can get them to make a decision…


Therefore, you must know how to outsell inflation to make it on the other side of tough times. This brings me to my next point why sales skills are so important… 

Sales Training Results in PREDICTABLE Revenue

By and large most sales jobs are on commission. This fact is a major argument people make against sales as a career because it’s “not a stable income.” That is simply because most people depend on luck to close deals

Consequently, that argument can be debunked immediately when an employee is trained.


On top of that, there is an opportunity to earn more when your compensation is based on sales. Nonetheless, learning sales can also prevent future career problems from popping up.

Know- How Breaks the Curse of “Burnout” 

There is a notorious event among sales professionals called the “90-day phenomenon.” 

Briefly, it is when a salesperson starts a job excited about their product and they close a few deals…

Then, about 90 days later, their sales performance hits a slump… 

Believe it or not, this person is not experiencing the myth of work burnout. They just stopped having consistent wins… 

Look, no one wants to keep doing something they think they’re bad at. But, training provides tools and solutions to get individuals — and sales teams — back on track.

All that being said, not every sales program is created equal. You want to make sure it covers all bases. 

Criteria for Effective Sales Training 

The perfect sales training platform establishes someone who never sold anything and sharpens a veteran’s skills… 

People and attitudes change. So, seasoned professionals require further education to stay up to date — even more so than new blood. 

Consequently, the right curriculum would be comprised of all of the following topics to be suitable for everyone… 

Sales Process

First and foremost, sales training program needs to include… how to sell! 

That means deep-diving into every step of the sales cycle:

  • Greeting
  • Fact-finding
  • Demonstration
  • Proposal
  • Sales Negotiation
  • The Almighty Close

A comprehensive program must cover all of these separately and as a whole. The reason is that each step carries its distinct nuances despite also working together. 

Additionally, one of these steps demands more attention than others because it’s the only one that pays you…

The close. 

An Arsenal of Closes

As I mentioned before, the sales step one must study the most is closing the deal. You can do everything else perfectly, but if things get sticky in the close… 


Furthermore, you need to have hundreds of scripts to ask for the sale in hundreds of different ways. 

Why? Because everyone is different and needs to be closed in a manner that addresses customer needs and concerns. The math is simple…

The more closing material you have, the larger number of people will buy from you. 

Similarly, no sales training is complete without guidance on mastering client objections…   

How to Handle Objections

Lucky for us all, there are only four types of objections to learn.

Time. Money. Stall. Or, product. 

Nevertheless, this subject must be covered thoroughly…  


Uncovering the unspoken objection takes the perfect balance of…

Confidence, a great attitude, and the ability to apply pressure. 

Therein is where sales training polishes the apprentice sales reps into a professional. No program should overlook this critical skill.

That being said, there also must be a built-in system for discipline and accountability…

Sales Role-Play Guide & Training Schedule 

Reading the theory of a topic is all well and good. But if you can’t turn around and use that material, you don’t fully understand it…

Whether you are a business owner, sales manager, or salesperson, your results depend on regular review and practice. 

For that reason, my sales platform, Cardone University, allows you to…

Set up training reminders, monitor progress, and suggest regimens for optimum ROI with the program. 

Additionally, students benefit from skills that are not exactly “selling,” but keep them in front of potential customers.

Let’s discuss those activities next.  

Direction for BEFORE & AFTER the Sale

There are two areas that salespeople neglect the most, but could easily double their income… 


Think about it. How much more revenue could you earn if you: 

  1. Had more leads. 
  2. Could cold-call confidently
  3. Booked more appointments. 
  4. And, had a strategy to sell customers who didn’t buy.

It would mean a significant boost in your take-home, right? Nonetheless, those sales strategies must be taught not taken for granted.

Make sure any sales training you inquire about has modules on customer acquisition and retention

Specialized Sales Training for Remote Teams

Earlier, we spoke about the importance of continued education and changing with the times. 


A recent example is COVID-19 teaching many businesses that being adaptable was the only way forward. 

Now more than ever, sales teams are working from home. And as you can imagine there is a big difference between selling skills in-person vs. online or on the phone. 

During the pandemic, my sales managers and I had to perfect this method to survive the massive shutdowns. We went through a rough trial and error period, so our clients wouldn’t have to.

Make sure your sales training provides you with tools for thriving now and in the future — for better or worse. 

How Sales Training Positively Impacts the WHOLE Company 

The last misconception I want to address is that sales skills only help salespeople. To be blunt, that is one of the most short-sighted things I have ever heard… 

If everyone in your company understood the fundamentals, not only would the sales department’s life be easier…


No matter how you dice it, it’s a win-win. 

But only if the sales training you choose has all the above criteria. And, I don’t know about the other guys, but I know Cardone University does…

Whatever you pursue — sales or otherwise — keep improving and be great.  

— Grant Cardone

Disclaimer: This content is intended to be used for educational and informational purposes only. Individual results may vary. You should perform your own due diligence and seek the advice from a professional to verify any information on our website or materials that you are relying upon if you choose to make an investment or business decision. Investment, real estate, and business involve great risk and there is no guarantee of performance or results.

We are not attorneys, investment advisers, accountants, tax professionals or financial advisers and any of the content presented should not be taken as professional advice. We recommend seeking the advice of a financial professional before you invest, and we accept no liability whatsoever for any loss or damage you may incur.



Persuasion Hero Image

How to Persuade Anyone

You could argue that “persuasion” is another word for selling. It definitely is a large portion of it. To get another person to do business with you will take some level of convincing. Being uncertain of this skill will, in turn, make you uncertain of your selling ability and income. In this article, you will learn how to persuade anyone— without any underhanded tricks.

Persuade Anyone

See Things Their Way FIRST


The first thing you need to do to be able to persuade anyone, and the first rule of selling itself, is you have to agree with the other person. You can’t get other people to do what you want if you make them feel wrong about how they feel. They will become defensive and more solid in their viewpoint. 


Agreeing with the other person is the most senior rule in selling and persuading others. 


This is not the same thing as the old saying, “The customer is always right.” However, you have to agree with them before you start to shift their viewpoint. And to actually change their perspective, you have to do the next step I’m going to share with you… 

Show Them, Don’t Tell Them 


People believe what they see, not what they hear. This is true now more than ever. No one will take your word no matter how honest a person you are. You shouldn’t take this personally, but you will need to handle it if you want to persuade someone. Their distrust of you is not their problem. It’s yours. 


Third-party information is extremely valuable here. Remember, you agree with them first. Use the line, “I agree. I thought the same thing until….”, and present information that supports your price, viewpoint, etc. Doing so builds trust, credibility, and value. 


Follow these two steps, and you’ll be able to persuade anyone. No one makes it in business or in life without the support from others. You need to have the skills to present your ideas and products to the world to be successful. If you’re interested in strengthening your selling and negotiation skills go to cardoneuniversity.com.


Be Great.

Grant Cardone

Grant Cardone

3 Things that Will Make or Break Your Sales Process

Without a shadow of a doubt, the close is the most important part of the sales process. That is because you cannot be valuable to your customer until you close them— i.e they can’t benefit from your product or service. This step is also where you will get 100% of your income. I want to share with you the 3 Things that Will Make or Break Your Sales Process because it is so critical to your survival as a salesperson. 


If you do these things along with the rest of your sales training, you’ll be on your way to becoming a master of the close. 

1. Your Relationship with the Customer 


The first thing that will make or break you in the close is your relationship with your customer. You need to make sure that you close your customer at the right time. If you don’t have a good understanding of what their needs are, your deal can break down very quickly. 


I want to be very clear. I am not talking about being nice here. You have to be willing to apply pressure and “tough love” to your customer. When you are completely sold on your product or service, you will not be afraid of pushing them. You will know closing them is the ethical thing to do. That brings us to our next point. 


2. How Sold Are YOU?  


This second point on this list should probably be number one because it affects your whole sales process with every prospect. 


To the degree that you are sold is the degree to which you can sell others. 


You need to completely believe in what you’re selling. Your customers will sense any doubt you feel about your product, which will influence your ability to close. This isn’t only for the benefit of your customer, it benefits you as well. Knowing you are doing the right thing by closing others on your product will make you feel better about yourself. 


Sales training can’t make you great if you aren’t convinced your product is the best. 

3. Be with the Decision-Maker 


Finally, the last thing that can affect your close: Are you with the decision-maker? You can be pumped about your product and have a great rapport with who you’re talking to; but if you’re not talking to the person who can write the check, there will be no close. 


Earlier on in the sales process, there are tools to find out if you’re with the decision-maker. You should also be aware that there can be more than one. 


Know who the decision-maker is, you need to sell and close them. 


These are the 3 things that can make or break you in the close. As you can see, they are all things that you can easily overcome once you spot them. Learning the rest of the sales process is important, but you will only be rewarded in the close. 


To learn more about the theory of the close and scripts for every situation, check out the course at cardoneuniversity.com.


Be Great,

Grant Cardone