Affordable Sales Training: Do-it-Yourself


Ever wonder why there’s never been a really good “off-the-shelf” alternative to instructor-led sales training for sales leaders who need-or choose-to go the do-it-yourself (DIY) route? With more than 50 percent in the sales training market who consider themselves Do-It-Yourselfers, why isn’t there some kind of “Home Depot” of high-quality sales training products at warehouse prices?

The truth is, it is possible to find affordable sales training that is both high quality and highly effective. The industry simply hasn’t responded to the market need. Training companies haven’t had the will or the wherewithal to invest in building a world-class product that can be used off-the-shelf.

I am often asked what a superior, off-the-shelf sales training would it look like? From what I have learned over the years, best-in-class sales training usually includes the following:

Relevant to most sales challenges

The training would be skills-based and relevant to each part of the sales cycle: prospecting, qualifying, and closing.

Easy to facilitate and customize

With instruction being delivered through videos and other methods, the person leading the discussion would need a facilitator’s guide and other tools to readily customize the experience and help connect participants to the content and exercises that are most relevant to their situation, product, and environment.


You wouldn’t need to stay up all night for weeks to create your own program if the price point made it a no-brainer for you buy a far superior product off-the-shelf.

Focused on live deals

It would include a “work session” component where individuals can roll up their sleeves and actively apply what they’re learning to real opportunities in their pipeline.


People never make great performance leaps in a one-day session, no matter how good the training is. Research shows that with many programs, about 90 percent of what participants learned is gone after 30 days unless they have the tools to practice the skills they’ve learned—and they’re instructed in the right kind of practice. So it would make good sense to focus on execution, the things that happen after the training to get results.


What are the mindsets of the top 5 percent of performers? How do they develop and deploy their skills? The training should include the tools you can use to create and reinforce the common application of those top-performing mindsets and skills across your sales team.


Your people should enjoy the training experience as well as learn from it. A significant financial investment is required to create training that is carefully designed, choreographed, scripted and filmed to be entertaining and engaging—and that’s probably why, to date, there’s been a lack of it.

Accessible virtually as well as live

The training would need to be as effective virtually as it is in person so that if your sales team is geographically dispersed, you don’t have to bring them together. You can save the travel money, or invest it in more training.

That’s a tall order, isn't it?

Recognizing that many of you have been left stranded without a gold-standard alternative, I am excited to tell you that FranklinCovey has finally developed a new and unique DIY sales training option based on our award-winning Helping Clients Succeed methodology.

If you would like to learn more about FranklinCovey's point of view on sales training, you can do so by registering for a complimentary webcast.

About the Author

Randy Illig

Randy Illig is the Global Practice Leader of FranklinCovey’s Sales Performance Practice and the co-author of Let’s Get Real Or Let’s Not Play. With more than 25 years of experience ranging from direct sales and general manager to successful entrepreneur, CEO and board member, Randy leads the global sales performance practice team as we help our clients build high performance sales and sales leadership teams. Randy is a former recipient of the Ernst & Young Entrepreneur of the Year award, the Ernst & Young “CEO Under 40” award, and the Arthur Andersen Strategic Leadership Award.

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