Whilst every manufacturing company is different the core components of effective training for manufacturing sales teams should include the following:
Manufacturing sales teams work in an environment where both technical knowledge of complex products and relationship building are critical for success. This, combined with the long sales cycles and consultative nature of selling in the manufacturing industry, requires your teams to be highly trained in multiple areas.
Here are some of the benefits of sales training for manufacturing teams:
Sales training delivers an average ROI of 353%. Trained salespeople close more deals because they know how to handle the complex buying process that your customers go through. Teams that are properly trained also find better prospects and focus on deals they can realistically win.
Sales training helps teams present products in simple terms that resonate with potential buyers. Manufacturing products can be technical, but clients still need to clearly understand what they’re buying. When sales teams know how to explain things clearly, they move deals forward faster and answer technical questions with confidence.
Your customers want to work with salespeople who understand their business challenges. This is because they often make big purchases that affect their operations for years, so they need salespeople they can trust.
Training can help sales teams become trusted advisors – something perceived as more valuable by your customers.
Well-trained salespeople listen better and ask the right questions to find out what customers really need. They understand your industry terms and know about important compliance requirements. This level of expertise can help customers feel more confident about making purchasing decisions.
Companies with quality sales training may see shorter deal cycles and larger contract value, which can directly increase profits. Trained sales teams know how to explain the real value your products deliver and why they’re worth paying more for.
When sales teams deeply understand all the products your company offers, they can suggest additional solutions that help customers solve more problems. This means more potential revenue from each customer relationship.
Tailored training helps different departments work together better. Sales teams learn how to use marketing materials effectively and when to bring in technical specialists. This creates smoother customer experiences and reduces internal friction.
Companies that invest in sales training can differentiate themselves from competitors and position their sales force as customer-focused experts. In manufacturing, customers often choose suppliers based on how much they trust the sales team. Training helps salespeople stand out from competitors who don’t invest in their teams.
Trained sales teams also adapt faster when markets change or new products launch. They can educate customers about new technologies and trends, which can position your company as an industry leader.
Over 83% of Klozers training is bespoke training and whilst every company and industry is different, their are common ingredients to every manufacturers training programme.
The best training programs combine the following core components:
Manufacturing sales typically take longer than other types of sales because there are more people involved in buying decisions. Training should teach salespeople how to manage these long processes and stay organized. Sales teams must know how to identify everyone who has a say in purchasing decisions and how to work with each person.
A comprehensive training program covers how to qualify prospects properly in manufacturing. Salespeople should know if prospects have the budget, authority to buy, and real need for products. They should also be trained on how to find and prioritise their time on the best sales opportunities.
Manufacturing customers prefer to work with salespeople who truly understand their business. Training should focus on building real relationships with technical buyers, plant managers, and purchasing departments.
Training can position your sales teams as helpful advisors for customers to provide genuine value based on their knowledge and expertise. This can be broken down into practical steps, such as following up with customers after a completed order and offering any additional advice. This helps build stronger relationships that may last for years.
Salespeople in manufacturing must know their products inside and out. Customers ask detailed technical questions and expect accurate answers. Training needs to cover how products work, where they fit in customer operations, and how they compare to competitors.
Sales teams should understand installation requirements, maintenance needs, and compatibility issues that affect customer decisions. They should know about the total cost of ownership because manufacturing customers look at long-term costs, not just purchase prices. When salespeople know these details like the back of their hand, they can speak to customers with confidence.
Manufacturing customers have specific concerns about technical performance, compatibility, and integration. Training should prepare sales teams to handle these objections with answers and supporting evidence.
Salespeople must learn how to explain technical information to different types of people. Engineers want detailed specifications, while executives want business benefits. High-quality training teaches salespeople how to adjust their communication style based on who they’re talking to.
Manufacturing customers often make buying decisions based on how comfortable they feel with the salesperson. Therefore, training should develop listening skills, emotional intelligence, and professional communication that earns your customer’s trust. Technical customers still want to work with people they like and trust.
Sales teams should be trained on time management and organization because manufacturing sales involve careful attention to detail and coordination. They need to manage proposals, coordinate with internal teams, and keep track of multiple opportunities.
Quality soft skills training helps teams stay organized and professional throughout long sales processes.
New technologies like AR, VR, and AI are changing how companies train their workforce, and your manufacturing sales teams have to keep up. Modern salespeople use CRM systems, proposal tools, and digital presentation technology to work more efficiently and serve customers better.
A training program for sales should include data analysis tools that help identify opportunities and track customer engagement. Sales teams should also know how to use video conferencing and mobile apps for remote selling. When teams can demonstrate products virtually, they can serve more customers effectively.
Sales training programs should cover key metrics that matter in manufacturing sales. This includes how long deals take to close, average deal size, and customer retention rates. When salespeople understand these numbers, they can track their performance and make incremental improvements.
A quality salesman training program also teaches self-assessment and goal-setting. Salespeople should know how to get feedback from customers and colleagues to find areas for improvement. Companies see better long-term results when their sales teams take ownership of their development.
Understanding these common pitfalls can help your organization get better results from its training investments.
Generic sales training doesn’t work well for manufacturing companies. These programs don’t consider the technical complexity of manufacturing products or the customers who buy them. Manufacturing salespeople need training that’s specific to their consultative role and gives them technical credibility.
Training has to account for different types of manufacturing customers, from small shops to large corporations. Each type has different purchasing processes and decision criteria. When training feels irrelevant to daily challenges, salespeople don’t adopt the new approaches effectively.
Many companies provide initial training but don’t follow up with ongoing support. Salespeople need continued coaching to apply new skills in real customer situations. Without follow-up, training investments may fail to deliver lasting results.
Effective programs need regular sales performance coaching sessions, peer learning opportunities, and management support. Sales teams benefit from continued practice and feedback on their progress.
Companies with international operations often overlook cultural considerations in training programs. Sales approaches that work in one region may not work in different cultural contexts.
Global companies need training that acknowledges different relationship-building approaches and communication styles across markets. Local management should help adapt training content to ensure cultural relevance while maintaining consistent company standards.
Manufacturing companies that invest in comprehensive sales training set themselves up for long-term growth and a competitive advantage. Considering the technical nature of manufacturing sales, teams must have specialized knowledge and relationship-building skills that only focused training can develop.
Companies see real improvements in sales performance, customer satisfaction, and revenue when they commit to training their teams.
Sales training for manufacturing is an investment, not just a business expense. Manufacturing companies can develop their teams faster and achieve better results by working with experienced training partners. Bespoke sales training programs can provide the specialized expertise to improve your sales performance.
Here’s one actionable tip that any reader can implement immediately to improve their SDR coaching:
Implement a “Win of the Week” Showcase
Start a weekly tradition where you highlight one SDR’s exceptional performance or breakthrough moment. This simple yet effective practice can:
This practice not only recognizes individual achievements but also serves as a real-time, peer-to-peer coaching opportunity. It allows SDRs to learn from each other’s successes and immediately apply new techniques to their own work.
By implementing this “Win of the Week” showcase, you’ll create a positive, learning-focused environment that can significantly enhance your SDR coaching efforts with minimal time investment.
Iain Swanston has spent over 30 years in B2B sales selling, training and leading teams both domestically and internationally. In addition he serves as an Associate at Strathclyde University Business School where he has delivered the sales content for the Masters in Entrepreneurship since 2015.
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