There are many different reasons why sales managers use sales training for their associates. In some cases it is to reinforce the basics of selling, and in other cases it is to help improve product knowledge. In order to understand which training will be effective in your situation, you need to first understand the objectives of sales training.
Unified Sales Approach
Each sales professional's technique will be something unique to their skill set, but with sales training you are trying to establish a unified sales approach that will benefit all of your sales associates. The sales approach begins at finding prospects, and then follows all the way through to the paperwork to be filled out when the sale closes. This is akin to getting all of your sales people on the same page and performing the same basic tasks throughout the sales process.
Understanding the Competition
It is impossible to sell against the competition if your sales people are not aware of how the competition operates and what challenges the competition poses for your company. A comprehensive sales training program includes an analysis of the competition within the marketplace, how the competition's products or services are better than yours, how they are inferior to yours, how you position your products to the customer versus the competition and how to address questions about the competition that will be raised by your clients. A thorough understanding of your competition is essential to success in any sales organization.
In sales the ultimate goal is closing the deal. It is rare that a sales professional experiences a completely positive sales experience with a client from beginning to end. In most cases, the client will raise objections. Sales training is a time to bring out information that can help to get past objections, and it is also a time to introduce sales tactics that can help the client see the value in your proposal over their objection. Objection handling needs to be a major objective of any sales training program.