Should Sales Training Be the Responsibility of Marketing?

Did you know that the average sales call lasts approximately 1.5 minutes? And a first impression is formed in the first 7 seconds? Average Talk Time/Call = 1.5 minutes. Average Cold Call Prep Time = 3 minutes. Average First Impression = 7 seconds.

As a marketer, one of the best tools you can give your sales team is proper training on how to competitively position themselves, the company, and the products quickly. That includes corporate messaging tools that will help…

  • Properly qualify a prospect
  • Uncover a customer’s real business challenge
  • Quickly articulate your product offering
  • Concisely communicate your competitive advantage
  • Overcome common selling objections

While I don’t believe that marketing should be responsible for 100% of the sales training (as there are lots of factors outside of marketing that are required for sales success) they should invest an equal share in sales training as that of senior sales management.

What are your thoughts on Marketing’s role in sales training? As a marketer, what product messaging and sales enablement tools are you providing to better communicate your differentiators in just 1.5 minutes?

About kaonmarketingguru

Dana Drissel is a well-rounded, highly energetic, results driven professional with 15+ years of advertising agency and corporate marketing experience at both large public companies and small business start-ups.
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