Building a Strong Sales Training Curriculum from Scratch


Building a strong sales training curriculum from scratch can be an overwhelming task for any sales manager. It requires a lot of research, planning, and implementation to make sure the sales team is equipped with the necessary skills and knowledge to succeed in their roles. A well-designed sales training curriculum can help the team gain a competitive advantage, increase sales revenue, and improve customer satisfaction. In this article, we will discuss the steps involved in building a robust sales training curriculum from scratch.

Step 1: Identify Training Needs and Objectives

The first step in building a strong sales training curriculum is to identify the training needs and objectives. The sales manager needs to assess the strengths and weaknesses of the team to determine the areas that need improvement. This assessment can be done through performance reviews, surveys, or by simply observing the team's behavior and performance in the field. Based on this assessment, the objectives of the sales training program can be established. The objectives should be specific, measurable, achievable, relevant, and time-bound.


  • Objective 1: Increase the team's product knowledge by 30% within six months.
  • Objective 2: Improve the team's communication and presentation skills by 20% within three months.
  • Objective 3: Enhance the team's negotiation skills by 25% within four months.

Step 2: Develop a Training Plan

The next step is to develop a training plan that outlines the topics to be covered, the delivery methods, and the timeline for each topic. The topics should be based on the objectives identified in step 1 and should be relevant to the team's roles and responsibilities. The delivery methods can include classroom training, role-playing exercises, online courses, or on-the-job training. The timeline for each topic should be realistic and achievable, considering the team's workload and availability.


  • Topic 1: Product Knowledge - Classroom training (2 days)
  • Topic 2: Communication and Presentation Skills - Role-playing exercises (3 days)
  • Topic 3: Negotiation Skills - Online course (2 weeks)

Step 3: Develop Training Materials

The training materials should be developed based on the training plan to ensure consistency and effectiveness. The materials can include presentations, handouts, videos, and case studies. The materials should be easy to understand and should be tailored to the team's learning style. The sales manager can also involve the team in the development of the materials to ensure their buy-in and participation in the training program.

Step 4: Deliver the Training

The training should be delivered according to the training plan, using the developed materials and delivery methods. The sales manager should ensure that the team is engaged and actively participates in the training. The training should also be evaluated for effectiveness using feedback surveys, assessments, or performance evaluations.

Step 5: Monitor and Evaluate Performance

The final step is to monitor and evaluate the team's performance after the training. The sales manager should track the progress of the team against the established objectives, identifying areas of improvement and areas that need further training. The sales manager should also gather feedback from the team to identify the effectiveness of the training and to make improvements for future training programs.


Building a strong sales training curriculum from scratch is a challenging but rewarding task. It requires the sales manager to take a strategic approach to identify the training needs and objectives, develop a robust training plan and materials, deliver the training effectively, and monitor and evaluate the team's performance after the training. A well-designed sales training program can help the team gain the necessary skills and knowledge to succeed in their roles, resulting in increased sales revenue, improved customer satisfaction, and a competitive advantage in the market.