It will save time.
You and your sales staff will make the close more often so you will make more money.
The experience of the educator most often differs from what you yourself have and that’s a good thing since then you will both look at a specific sales situation and draw 2 conclusions and more often than not they are closely related.
Then you tell your sales staff how to handle the situation and the educator will say almost the same thing but with a different words and approach and that will give the salesperson 2 sides of the coin and 2 ways of approaching the customer and to close the deal.
As a seller you will always be faced with closely related situations where one word in the right place will close the deal and the other will close the door behind you.
Then you will try out the different methods and see that both work but in different ways and that way you will close more deals and get a bigger commission and a happier boss.
Your sales staff will also appreciate the gesture that their employer (you) are making by investing in their personal and professional growth. That will make them more content and hopefully more glad that they work for you and make them stay longer with your firm.
Good sellers are always looking for the next challenge and that usually means changing employer. Investing in them will make them stay longer and you will make more money by having them here.
What kind of sales education should you then invest in?
Only the closing kind?
How about looking at sales as a chain and concentrating on the weakest link in it. for me the sales process starts with the knowledge of the product /service and then goes on with: booking, meeting, revised meeting /closing meeting, contract, delivery of product /service, follow-up of delivery, follow-up on usage and outfall of the purchase, customer satisfaction, add-on sales et cetera.
So if you don’t know for sure what is the weak link start a sales growth program that will under a year or 2 years will address and develop and enhance all these points. You will be surprised what a difference it will have for your sales force when they are involved and together with you will actually make all parts better and the end product more attractive on a competitive market.
Confidence in one self and ones product/service is A-Z in my book.
Get nitty gritty with all the details and invest in outside help on the parts that you would like a second opinion you will in the end invest in sales education and further enhance your appeal as a company both as employer and seller of products/services.