Sales Management Training

Comprehensive Sales Management is a sales management training program that provides frontline sales managers with proven skills, knowledge and tools they need to drive bottom line performance. This in-depth program includes self-assessments and covers four critical sales management abilities: managing sales performance, sales coaching, recruiting and selecting sales "STARs" and sales leadership.


How Sales Managers Will Benefit

  • Improve sales results by implementing a behaviorally based performance management system
  • Learn how to prioritize management actions
  • Develop the full potential of your team with proven sales coaching techniques
  • Allocate coaching time based on ROI
  • Develop your leadership skills and leadership style
  • Understand what are the motivators for your sales team
  • Build a team of great sales professionals

Delivery Options


SRG understands that each sales organization is unique, with its own culture, processes and set of abilities and challenges. Training programs include pre-training consultation and are personalized for your organization with customized case studies, examples and exercises to better address your unique sales management challenges and make the training more relevant to program participants.


If you have a large sales organization, an internal training department or are rapidly growing, the Comprehensive Selling Skills program can be licensed and delivered using your own facilitators. Under our flexible, cost-effective license terms, you can customize, repurpose and deliver the curriculum whenever and as often as you like. Sales Readiness Group also supports your internal trainers with a Train-the-Trainer certification program on how to deliver the Comprehensive Sales Management program, including how to facilitate the program virtually.

Curriculum Overview

Lesson 1 | Managing Sales Performance

Role of the Sales Manager

  • Understanding the role of a sales manager
  • Identifying the characteristics of a high-performing sales organization
  • How to create performance partnerships with sales reps

Managing Behaviors and Results

  • Distinguishing between behaviors and results
  • Benefits of using a behavior based management system
  • Defining performance to include both behaviors and results

Implementing the Sales Performance System

  • Benefits of a systematic approach to managing sales teams
  • Overview of the Sales Performance System
  • Monitoring 10 Critical Success Factors for better sales results
  • Establishing performance expectations
  • Identifying Performance Indicators that are associated with each Critical Success Factor
  • Monitoring gains and gaps in sales performance
  • Determining causes of performance gaps
  • Distinguishing between causes that are specific to the sales rep vs. causes outside of their control
  • Distinguishing between behaviors and judgments when monitoring a sales rep’s performance
  • Taking appropriate management actions to reinforce gains or eliminate gaps
  • Using Sales Performance Causes/Actions decision tool
  • Factors in setting priorities for management actions
  • Using Development Action Plans and Sales Team Performance Analysis tools

Participant Materials

  • Participant workbook
  • Sales Performance System
  • Sales Team Performance Analysis
  • Causes/Actions Flow Chart
  • Development Action Plan

Lesson 2 | Sales Coaching

Managing vs. Coaching

  • Coaching Activity Profile self-assessment
  • Managing vs. Coaching
  • Benefits of sales coaching and how it can improve results

Developing a Coaching Mindset

  • Using the Sales Skills Profile to assess your team
  • When to use sales coaching and when to use other management actions
  • Attributes of great coaches
  • Developing a coaching mindset using the 3A’s mindset
  • Improving active listening skills

Discussing Performance Issues

  • Analyzing sales skills: strengths, development needs, and areas to investigate
  • Discussing development needs using the ABC model
  • Resolving disagreements

Sales Coaching Model

  • Overview of five-step sales coaching model
  • Developing your coaching plan
  • Developing focused coaching objectives
  • Performing a pre-call briefing to properly set expectations
  • Best role for a sales manager during a sales call
  • When is it appropriate to rescue a rep on a sales call
  • Conducting productive coaching sessions after the sales call
  • Using coaching questions to lead self-discovery
  • Gaining a sales rep’s commitment to use new skills
  • Four tactics for overcoming resistance to coaching
  • Factors to consider when allocating coaching time
  • Avoiding common time allocation pitfalls

Participant Materials

  • Participant workbook
  • Coaching Activity Profile (self-assessment)
  • Selling Skills Profile
  • Development Matrix
  • Coaching Plan

Lesson 3 | Recruiting & Selecting STARS

Recruiting Challenges

  • Interviewing challenges faced by sales managers
  • Cost of hiring a bad sales rep
  • Common pitfalls in sales rep recruiting

Developing a STAR Profile

  • Overview of nine-step recruiting and selection model
  • Identifying characteristics of an ideal sales rep
  • Using the STAR profile to identify key skills, behaviors and competencies of high performing sales rep

Building a Recruiting Pipeline

  • Understanding the optimal number of qualified candidates to have in your recruiting pipeline to make one successful hire
  • Leveraging social networks to identify sales talent

Screening-In Candidates

  • Screening-in candidates using the STAR profile
  • Resume red flags that can lead to bad hires
  • Conducting phone screens and common pitfalls to avoid

Interviewing Candidates Using STAR Questions

  • Using STAR Behavior Questions to uncover key intangibles
  • Applying STAR Behavior Questions to common interviewing situations
  • Controlling for personal biases

Making Hiring Decisions

  • Using the Decision Matrix tool to select candidates
  • Conducting second interviews and reference checks
  • Making the final hiring decision

Participant Materials

  • Participant workbook
  • STAR Profile
  • Screening Tool
  • Interview Planner
  • STAR Questions Library
  • Decision Matrix

Lesson 4 | Sales Leadership

Definition of Sales Leadership

  • Understanding the differences between sales management and sales leadership
  • Identifying sales leadership qualities
  • Developing a definition of sales leadership
  • Defining four critical leadership abilities

Creating a Sales Vision

  • Developing an effective sales vision
  • Translating a sales vision into goals
  • Developing strategies to achieve sales goals
  • Identifying tactics to implement strategies
  • Communicating the sales vision

Decision Making as a Leadership Tool

  • Importance of decision making as a leadership tool
  • Understanding the ROI decision process
  • Using the Vision/Risk Leadership Indicator
  • Using decision making as a sales leadership tool

Influencing the Sales Team

  • Using leadership style to influence the sales team
  • Identifying four unique leadership styles
  • Using motivation to influence the sales team
  • Understanding six factors that motivate salespeople
  • Reading a salesperson’s internal motivations

Improving Personal Abilities

  • Understanding the impact personal abilities have on sales leadership
  • Creating a long-range development plan

Participant Materials

  • Participant workbook
  • Sales Leadership Profile (self-assessment)
  • VisiPlan
  • Sales Leadership Style Assessment
  • Motivation Management Worksheet

Contact us and learn how SRG can help you implement a sales management training program that will produce sustainable results.