How to Train Digital Marketing Sales Reps in Half the Time

On the frontline, sales agents have their hands full. But let’s give Sales Managers some credit. Juggling sales training programs, KPIs and what feels like a million automation tools fighting for your attention isn’t easy.

Things get particularly complicated when sales agents are tasked with selling solutions they don’t fully understand. Large digital marketing providers employ hundreds of sales reps, but how many of those reps can confidently qualify a prospect quickly and interpret marketing data? With little to no digital marketing knowledge, I’d hazard a guess the number is low.

So how can you turn your sales team into digital marketing experts? You don’t. That’s right, there is another way that will take you at least half the time in training, and shorten your current sales cycle.

The hidden cost of manual tasks

How can you sell something you know nothing about? If you work in sales, you’ll know it’s a lot easier than it sounds, you just have to jump through the hoops. Unfortunately, a lot of folks selling digital marketing start out by setting up their sales teams on various platforms like SEMRush, Moz or Google Analytics. But these platforms are designed for experts in digital marketing, not sales reps. And so as the business and sales team grow, there is a realisation that this method of qualifying leads isn’t sustainable. Plus, the long and complicated sales training programs that once worked, now comes with all kinds of hidden costs including:

• Team confusion
• Higher expenses from managing multiple subscriptions
• Increased training complexity
• Time wasted navigating tools
• Burnout and high turnover
• Manual reporting cutting into learning, development, and client conversion

Shockingly, sales reps still spend 70% of their time on manual tasks such as lead prioritisation and administrative work. Yet, as customer expectations and industry knowledge continue to rise, the demand for faster turnaround times on proposals has never been greater.

Overcomplicated sales processes create a double-edged sword. Not only do they lead to a clunkier customer experience, but they also increase the time and cost required to train reps on these processes, potentially doubling your training investment.

The 4 step framework for faster training

First impressions count and most newbies start their sales training in the first few weeks at your company. You want them to see the value in everything you teach them, not have them leave at 5pm thinking “How on earth am I going to learn all of this?”. A poor training program instills fear before they’ve even picked up the phone with a prospect.

We’ve helped hundreds of Sales Managers break through with a modern training program, so here’s 4 steps we recommend following.

1. Start with the customer pain points, rather than technical details

When onboarding new sales reps, start by focusing on what matters most: the customer’s challenges. By introducing new starters to the “why” behind their pitch from the outset, helps build emotional connection with clients. This is especially critical given that 69% of sales reps identify objection handling as their biggest challenge during calls with prospects. Empathy and relevance are the foundation of every successful sales conversation, so they should also be the foundation of your sales training program.

2. Use automated auditing tools that do the technical heavy-lifting

Automation tools are a game-changer because they eliminate the time, effort, and cost of manual tasks. From CRM platforms to auditing software, having a seamless and well-integrated tech stack is essential for driving efficiency and results.

Bear in mind, there are lots of automation tools out there that all claim to be the best, so make sure you do independent research and speak to your network for advice and recommendations. But no matter which tools you rely on, one critical principle applies to every training strategy: don’t overwhelm your team.

Rather than bombarding sales reps with numerous tools to learn, focus on reducing the number of platforms they need to navigate. Simplifying the qualification and conversion process allows reps to spend less time on repetitive tasks and more time closing deals.

3. Focus on visual indications before deep diving into data

Reports from platforms like SEMrush can feel incredibly overwhelming to look at if you’re not confident interpreting SEO data. Instead, give your team a tool that presents a prospect’s problems and opportunities at a glance. It makes qualifying unbelievably easier, and even the least tech-savvy clients can understand your value proposition too.

Insites audits have traffic light colour coding and numerical scores across various checks. They’re designed to help reps focus on selling opportunities, rather than sifting through overwhelming data. To learn more about the power of Insites for Sales, book a call with us today.

4. Implement a sales process any rep can follow

After a sales rep learns how to use your tech stack, don’t throw them in the deep in, expecting personal experiences to help them seal the deal. Establishing standardised procedures, and a library of resources for every stage of the customer journey provides consistency for the entire team. It puts everyone on a level playing field, regardless of their individual backgrounds. Standard operating procedures (SOPs) also simplify the monitoring of team productivity, giving you a clearer view of performance and areas for improvement across the team.

Real Results: WordJack Case Study

Imagine this: you’ve followed our 4-step framework, your sales reps are flying and productivity has increased by over 50%. WordJack Media saw that reality.

What was WordJack’s pain point? Despite having a skilled sales team, lead qualifying and engaging a long list of prospects was their biggest challenge.

Without an online audit that sales reps could quickly and effectively understand, there was no tangible hook to get prospects over the line. Before discovering Insites, WorkJack tried running several tests on various platforms and reps would spend hours compelling the information into a proposal. This long-winded process meant sales reps had to learn all the complex platforms, which was frustrating and had a low ROI. However, after implementing Insites as their core auditing tool, reporting speed increased by a huge 70%.

Step-by-step process for implementing modern training approach

While implementing a modern training program takes time, the following 5 steps will help you get started and ensure success.

1. Define clear objectives

Begin by identifying your success factors and setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for your training program.

2. Assess your current process

Analyse your existing training methods and gather feedback from your current team. This will help you pinpoint gaps, inefficiencies, and areas for improvement that require attention.

3. Set up an automated qualification tool

Choose tools and platforms that seamlessly integrate with your existing CRM and sales processes. But don’t let the hard work of finding your ideal tool go to waste. Once selected, appoint a training manager to oversee onboarding and usage of the tool, ensuring your team quickly gets up to speed.

4. Incorporate hands-on learning

Boost team confidence and readiness with practical training sessions. Include hands-on activities like objection handling, role-playing, and pitching exercises tailored to your tools and processes. The real-world application ensures your team is prepared for client interactions.

5. Monitor effectiveness

Evaluate the success of your training program by:

• Tracking how new hires respond to the process.
• Measuring the impact of your automated tools on lead qualification and conversion rates. Use these insights to refine your program, address challenges, and continuously improve results.

Tips for maintaining consistency across large teams

In summary, there are few key points that will not only begin your path to success but also keep you on the right track:

1. Standard operating procedures (SOPs). Document clear workflows for every stage of the sales process. Use templates, checklists, and guides to ensure everyone follows the same procedures, minimising confusion and variability.
2. Streamline your tech stack. A centralised tech stack across the team reduces confusion and improves collaboration. Encourage communication to gather ongoing feedback from team members on the effectiveness of the tools.
3. Provide Continuous Training. Schedule regular training sessions and refreshers to keep everyone aligned with business goals and updated on industry trends. This ensures team members stay knowledgeable and confident.
4. Appoint Team Leaders or Mentors. Assign experienced team members as leaders or mentors for training. They can provide guidance, ensure training programs are utilised effectively, and support newer reps in their growth.
5. Celebrate Successes. Create a culture that recognises and celebrates wins, big or small. Following these steps will lead to more conversions, and acknowledging achievements will boost morale and team confidence.

Are you looking for an all-in-one auditing tool that sales reps love? Get in touch with us today!

👋 Happy selling