Sales is no longer static for businesses and their sales teams. With shifting client needs, evolving buyer behaviour, and ongoing worldwide economic volatility, continuous learning and development (L&D) is a critical driver of sales success.
Research found that without ongoing L&D, sales professionals forget 84% of sales training content within three months, underlining the need for regular reinforcement. According to Lisa Ojomoh, Chief Revenue Officer, there are four key principles that can help businesses transform their approach to L&D to build high-performing, future-ready sales teams.
Shift from event-based training to a learning ecosystem
Traditional training models, such as one-off workshops or onboarding slide decks, are no longer sufficient in the modern sales environment. These static approaches fail to keep pace with the evolving demands placed on sales teams. To meet these demands, learning must become a continuous, embedded part of the business. It should be integrated into daily workflows, accessible on-demand, and aligned with real and tangible business outcomes such as retention and engagement or conversion rate improvement.
Leaders must model a growth mindset
For a culture of continuous learning to be successfully embedded across an organisation, it must be championed from the top. Leaders face unique challenges – from managing dispersed teams to maintaining company culture across geographies. Sales leaders need to see themselves as lifelong learners, embracing L&D not just as a necessity, but as a mindset. Leadership is not the end of the learning journey - it’s the beginning of a new one. One where adaptability, reflection, and emotional intelligence become essential tools.