Learn more about expert sales training pro, Ryan Zofay.
Transform Your Business with Next-Level Sales Training and Courses
I’ll be straight with you, sales training and courses for acquiring the next-level skills you need can be challenging to find. Sales training and development isn’t just about closing deals. It’s about transformation—yours, your team’s, and your entire business.
I’m Ryan Zofay, and over the past couple of decades, I’ve built a 9-figure business from the ground up. But my journey didn’t start in a boardroom. It began in very dark places—addiction, loss, and a childhood that taught me to survive before I learned to succeed. I have been sober for twenty-four years. I help lead a team of over 600 people. I dedicate my life to helping entrepreneurs, executives, and teams reach their full potential through sales skills development.
Sales training sales gurus like Tony Robbins saved my life. Working with a sales trainer gave me purpose when I had none. It offered direction when I was lost, and the skills to build something meaningful from nothing. Through We Level Up rehab centers, the 9-figure organization I helped found, I’ve overcome adversity to leadership and helped thousands recover and thrive. Sales isn’t manipulation. Sales training and skills development are about connection, service, and creating genuine value.
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Table of Contents
This online sales training guide will help you learn everything about sales training and development. You are in the right place. This is especially true for new entrepreneurs. It also applies to executives looking to boost their team’s performance. Ultimately, this is for anyone who wants to enhance their skills and abilities through the best sales training classes.
Why Sales Training Matters More Than Ever
Here’s what I’ve observed after building businesses and coaching hundreds of entrepreneurs. Approximately 70% of the buying process occurs before a customer ever speaks with a salesperson. Think about that. By the time someone reaches out to you, they’ve already done their research, compared options, and formed opinions.
This shift changes everything. Old-school, transactional sales tactics are no longer effective. Pushy pitches and aggressive closes? They’ll send modern customers running. What works now is relationship-based selling—the kind grounded in empathy, trust, and genuine problem-solving.
Sales training programs are no longer optional. They’re essential for survival. The businesses that are doing well now are the ones investing in their people. They are equipping their employees with skills that align with how buyers make decisions today.
For more on the psychology of buying, see Event-Based Buying Triggers and Why James Dooley the Best Business Lead Generation Expert.
My Approach to Sales Training and Courses for Skills Development
My sales training and development philosophy is built on three core pillars:
- Authentic Connection: People buy from people they trust. Build real relationships, not transactional ones.
- Value-First Selling: Focus on solving problems, not pushing products.
- Continuous Growth: Sales is a skill you sharpen daily, not master once and for all.
These aren’t just theories. They’re battle-tested principles that helped me overcome life-long tragedies and build multiple successful businesses. When you approach sales with the right mindset, everything changes.
Top 10 Sales Training Skills to Develop
Let me break down the essential skills every salesperson needs to master. These are the competencies that distinguish top performers from others.
| Skill | My Insights | Resource |
|---|---|---|
| “Know your product inside out, but more importantly, know your customers’ problems better than they do. That’s where trust begins.” | “I spent years talking AT people instead of WITH them. Once I learned to truly listen, my close rate doubled. Listen for what’s NOT being said.” | Communication Mastery Guide |
| Emotional Intelligence Understanding and managing emotions—yours and your customer’s—determines whether you build trust or create resistance. | “My recovery taught me emotional intelligence. When you can read the room and respond with empathy, you’re no longer selling—you’re serving.” | Boost your EQ with these exercises.“ “Take the free EQ assessment here. |
| Questioning Techniques Asking the right questions uncovers true needs and positions you as a trusted advisor, not just another salesperson. | “Questions are more powerful than statements. They make people think, reflect, and open up. Master this and you’ll never struggle to understand your customer.” | Leadership Coaching |
| Relationship Building Long-term relationships foster loyal customers who become your most valuable advocates and repeat buyers. | “I don’t chase transactions—I build relationships. Some of my best clients came from connections I nurtured for months before any business happened.” | Life Coaching Resources |
| Objection Handling. Every objection is a hidden opportunity. Handle them with grace, and you turn resistance into momentum. | “Objections aren’t rejections—they’re requests for more information. When someone pushes back, they’re still engaged. That’s your opening.” | Business Transformation Strategies |
| Time Management. Sales requires disciplined focus. Poor time management leads to missed opportunities and burned-out teams. | “I use time blocking religiously. It’s how I manage a team of 600+ while still coaching clients personally. Protect your high-value activities.” | Level up your productivity with these time management tools. See free time-blocking templates here. |
| Product Knowledge. You can’t create value if you don’t have a deep understanding of what you’re selling and how it solves real problems. | “Know your product inside out, but more importantly, know your customer’s problems better than they do. That’s where trust begins.” | Download free goal setting worksheets. |
| Storytelling. Facts tell, but stories sell. People remember stories and make emotional decisions based on the information they contain. | “My book shares my story—from overdose to multimillionaire—because stories create connection. Your story is your most powerful sales tool.” | Ryan’s Book |
| Win-win negotiations preserve relationships while maximizing value for everyone involved. | “Negotiation isn’t about winning—it’s about finding mutual value. The best deals leave everyone feeling good about the outcome.” | Business Coaching Podcast |
| Rejection is part of sales. Mental toughness and the ability to bounce back separate successful salespeople from everyone else. | “I faced rejection that almost killed me—literally. But resilience is a muscle. Every ‘no’ makes you stronger if you let it. Keep going.” | Building Confidence Guide. Strategies to overcome sales objections. |
Top 10 How To Steps for Implementing Effective Sales Training
Now that you understand what skills matter, let’s discuss how to develop them. Here’s my proven framework for implementing sales training programs that actually deliver results.
| Step + Actions to Take | My Insight | Helpful Resource |
|---|---|---|
| 1. Assess Current Skills: Conduct honest evaluations of your team’s strengths and gaps. Use assessments, role-plays, and customer feedback. | “You can’t improve what you don’t measure. Start with brutal honesty about where you really are, not where you think you are.” | Leadership Assessment Tools |
| 2. Set Clear Objectives: Define specific, measurable goals for your sales training program. What exactly do you want to improve? | “Vague goals create vague results. ‘Increase sales’ isn’t a goal—’Improve close rate by 15% in 90 days’ is.” | Goal Setting Framework |
| 3. Choose the Right Program: Select sales training courses that match your team’s needs, learning styles, and business objectives. | “Not all training is created equal. Look for programs with proven results, real-world application, and ongoing support—not just theory.” | Sales Training Options |
| 4. Customize for Your Business: Adapt training content to your specific industry, products, and customer base. Generic training produces generic results. | “The best B2B sales training addresses YOUR unique challenges. I customize every program because cookie-cutter approaches don’t work.” | Business Transformation Guide |
| 5. Provide Hands-On Practice: Role-playing, simulations, and real-world scenarios build competence and confidence more quickly than lectures ever can. | “You don’t learn sales by reading about it—you learn by doing it. Practice until the skills become instinctive, not intellectual.” | Leadership Workshops. Book a personal coaching call here. |
| Utilize CRM systems, sales enablement tools, and analytics to support and track the effectiveness of training. | “Sales management training isn’t a one-time event—it’s a continuous process. The best performers work with coaches regularly.” | Personal Coaching |
| 7. Leverage Technology: Utilize CRM systems, sales enablement tools, and analytics to support and track the effectiveness of training. | “Technology amplifies good sales skills—it doesn’t replace them. Use tools to work smarter, but never forget that relationships still drive sales.” | Scaling Operations Guide |
| Recognition fuels motivation. Celebrate progress, not just perfection, to foster momentum and a strong team culture. | “What gets measured gets managed. Create systems where people know exactly what success looks like and how they’re tracking.” | OKR vs KPI Framework |
| Markets change, customers evolve, and competitors adapt. Your sales training and development must keep pace with the evolving market. | “I make it a point to recognize every win—big or small. People perform better when they feel valued and seen.” | Pyramid of Success Principles |
| 10. Continuously Evolve: Markets change, customers evolve, and competitors adapt. Your sales training and development must keep pace with the evolving market. | “The moment you think you’ve mastered sales, you’re already falling behind. Stay curious, stay learning, stay growing.” | Latest Insights Blog |
The Science-Based Approach to the Best Sales Training and Courses
Modern buyers self-educate first, then consult with sales professionals later. That shifts the job of sales training and development. Smart sales training courses teach reps how to shape upstream learning, earn trust quickly, and coach consistently.
The sales training and courses studies below show what works. Ryan’s sales training andprograms align with these evidence-based approaches. The best sales training programs should also follow successful sales training and skills development methods.
| Study & link | What the research shows | Ryan’s take (link to related content) |
|---|---|---|
| B2B buyers are ~70% through before first contact — Demand Gen Report (6sense study) | New survey data indicate buyers are ~70% through their purchase process before engaging sales. About ~80% of first contacts are initiated by buyers. Implication: You must influence early, via content and signals. | Move upstream: build demand, teach reps to intercept intent, not just react. See Event-Based Buying Triggers (Ryan’s playbook). |
| Buyers spend only ~17% of total buying time with vendors — (Gartner) | Gartner’s updated journey model shows buyers spend only 17% of their total process meeting suppliers. With 2–3 vendors, any one rep may get just 5–6% of buyer time. Sales Tip: Emphasizes clarity, consensus creation, and digital enablement. | Train for “clarity per minute”: crisp discovery, decision-aid assets, and next-step choreography. Align with Leadership Training Programs for coaching + performance feedback. Explore Ryan’s leadership training. |
| Formal enablement & methodology adoption lift win rates — CSO Insights (5th Annual Sales Enablement Study, Highspot Spark Community) | Organizations with >75% adoption of sales process/methodology saw win-rate jumps from ~40% to 54–58%. With higher quota & plan attainment—clear proof that structured training + adoption boosts results. | Build adoption, not events: ongoing coaching, call reviews, and live practice. Plug into Ryan’s Masterclass/Courses for cadence + accountability. See Ryan’s masterclass. |
| Role-play & coaching — evidence of impact (ATD) | While the specific “15% shorter sales cycles” figure is widely repeated, primary sources are scarce. What is solid: deliberate role-play drives ~75% knowledge retention vs. ~5% for lecture. Supporting faster skill transfer and time-to-competence. | Bake weekly practice into the operating rhythm—Ryan’s events and coaching emphasize live reps, feedback loops, and scenario drills. Join a Ryan event. (Ryan Zofay) |
| Emotional Intelligence (EI) & performance — meta-analyses (ResearchGate) | Robust reviews show EI can be trained with moderate, durable effects. EI relates to leadership and job performance. Exact variance depends on the measurement model. The oft-cited “29% of leader effectiveness” isn’t traceable to Psychological Science specifically. | Ryan’s programs stress self-regulation, empathy, and social skill as coachable levers that improve selling. Tie to Personal Development Coaching. Work with Ryan 1:1. (Ryan Zofay) |
| Trust & decision-making in the brain — vmPFC literature | Social-decision research shows the ventromedial prefrontal cortex (vmPFC) encodes value in social contexts; modulating vmPFC affects trust/altruism—why authentic connection speeds decisions. (The Journal of Neuroscience) | Ryan’s frameworks for vulnerability, rapport, and credibility map to faster consensus and lower friction. Pair with About Ryan credibility story in early-stage content. About Ryan. (Ryan Zofay) |
About that “70% happens before sales” stat
- The current, citable version comes from Demand Gen Report’s coverage of a 6 sense study showing buyers are ~70% through before engaging sales and initiate first contact 80% of the time. (Demand Gen Report)
- Gartner’s complementary finding—that buyers spend only 17% of their time with all suppliers—explains why representatives must enable the off-call portions of the journey. (Gartner)
Practical sales training and development takeaways: emphasize early-journey education, trigger-event outreach, and decision-aids that reduce buyer indecision before a meeting ever happens.
Sales Training and Science-Based Lessons
Buyers come in late and well-informed. Sales reps succeed by simplifying complex ideas, using key moments wisely, and quickly building trust. The strongest evidence shows four key points:
- Upstream influence: Buyers are about 70% through their decision-making process before they reach out.
- Structured enablement: High adoption of structured methods greatly improves win rates.
- Role-play and coaching: These methods help turn knowledge into skill.
- EI-driven connection: Emotional intelligence connections speed up decision-making. This aligns with the neuroscience of value and trust in the vmPFC.
My sales training and events map directly to these levers (masterclasses, leadership programs, and personal development coaching). Turning research into repeatable behavior change drives effective sales training and skills development for next-level success.
Building Relationships That Lead to Sales
Let me share something critical that most sales training courses miss: selling is serving. When you genuinely care about helping your customers succeed, everything else falls into place.
I learned this lesson the hard way. Early in my recovery, I was desperate to prove myself. I pushed too hard, talked too much, and focused on what I needed instead of what my customers needed. My results were mediocre at best.
Everything changed when I shifted my mindset from “How can I make this sale?” to “How can I genuinely help this person?” That simple shift transformed my approach and the results I achieved.
The Relationship-First Framework
Here’s how I build relationships that naturally lead to sales:
Connect Authentically: Start every interaction by genuinely getting to know the person. What are their challenges? What keeps them up at night? What are their goals? Real curiosity creates real connection.
Provide Value First: Share insights, resources, and help before ever asking for anything. I regularly share content, make introductions, and offer guidance with zero expectation of immediate return.
Follow Up Consistently: Most sales happen after the fifth interaction, but most salespeople give up after the second. Consistent, valuable follow-up separates professionals from amateurs.
Be Patient: Not everyone is ready to buy right now. That’s okay. Build the relationship anyway. When they are ready, you’ll be the first person they think of.
This approach has enabled me to build a business that serves over 600 team members and positively impacts the lives of thousands. It works because it’s built on genuine care, not manipulation.
Sales Training for Different Business Models
Different business contexts require different approaches. Let me break down key considerations for various scenarios:
B2B Sales Training
B2B sales training requires longer relationship cycles, multiple decision-makers, and complex value propositions. Your team needs skills in:
- Stakeholder mapping and relationship building
- ROI demonstration and business case development
- Long-term account management
- Cross-functional collaboration
The key? Patience and persistence. B2B sales rarely happen quickly, but when you close them right, they create lasting value.
Sales Management Training
Sales management training focuses on leading and developing sales teams. Great salespeople don’t automatically become great managers. Effective sales leaders need:
- Coaching and development skills
- Performance management capabilities
- Strategic planning abilities
- Motivation and team-building expertise
I have learned that managing salespeople needs a careful balance. You must push for results and support their growth and development. You should hold high standards while also showing empathy and compassion.
Grant Cardone Sales Training Philosophy vs. The Zofay Approach
You’ve probably heard of Grant Cardone sales training—it’s aggressive, high-energy, and volume-focused. While I respect Grant’s success, my approach differs fundamentally.
Grant emphasizes persistence, massive action, and overcoming objections through sheer force of will. There’s value in that intensity for certain contexts.
My approach emphasizes empathy, authentic connection, and value-first selling. I believe lasting success comes from genuine relationships, not just relentless pursuit.
Both approaches can work. The question is: which aligns with your values and the relationships you want to build?
Top 20 Best Sales Training Programs
In today’s business world, sales training is not just about closing more deals. It is about building leaders, communicators, and problem-solvers who create lasting value. The best sales training programs go beyond tactics; they build emotional intelligence, authentic connection, and resilience.
Transformative Sales Training Programs That Drive Real Results
This is a curated list of the Top 20 Sales Training Programs. It includes well-known methods, such as the Dale Carnegie Sales Training Program and the Sandler Sales Training course. You’ll find industry-leading corporate sales training that incorporates modern approaches, utilizing AI and microlearning. At the top is my own Ryan Zofay’s Sales Training & Courses. It is a relationship-first system, grounded in real transformation, that connects purpose, service, and sales mastery.
Whether you are a B2B executive, entrepreneur, or sales leader, this list will help you find effective sales training programs. Seek ones that align with your organization’s culture and growth goals.
| Sales Training Program | Intro / Summary | Tip & Guide |
|---|---|---|
| 1. Ryan Zofay’s Sales Training & Courses | My flagship training is built on my life story—overcoming addiction recovery to building a 9-figure business. Focuses on relationship-first, value-first, continuous growth. | “Start with one skill and track progress for 30 days.” → Journal your success. Adopt a Lifting Myself Up motto for an Abundance Mindset. |
| 2. Sandler Training | Global, evidence-based program emphasizing discovery, qualification, and behavioral change to produce repeatable sales success. | “Use your origin story to build a connection before the pitch.” → Build a brand around your story. |
| 3. Grant Cardone Sales Training | High-energy, action-oriented courses promoting massive action, accountability, and closing discipline. | “Balance action with empathy—ask how you can help them succeed.” → guide |
| 4. Jordan Belfort Straight Line Sales Training | Teaches control, certainty, and persuasion frameworks known as the Straight Line System. | “Persuasion without service is manipulation—serve first.” → guide |
| 5. Corporate / B2B Sales Training | Designed for complex, multi-decision-maker sales cycles; focuses on ROI, long-term relationships, and strategic value. | “Map each stakeholder and earn trust individually.” → guide |
| 6. Online Sales Training Platforms | Self-paced or virtual systems that scale learning for remote teams and individual sellers. | “Block weekly time for practice just like client meetings.” → guide |
| 7. Field Sales Training Programs | Ryan’s flagship training is built on his personal journey—from addiction recovery to building a 9-figure business. Focuses on relationship-first, value-first, continuous growth. | “After each visit ask: what emotion did I sense, what did I miss?” → guide |
| 8. AI-Powered Sales Training Platforms | Uses AI for role-plays, analytics, and adaptive learning to enhance skill retention and feedback. | “Use AI to turn soft skills into automatic habits through repetition.” → guide |
| 9. Jenna Quaranta Field Sales Training | Specialized niche coaching (example) for field sales reps in retail or medical industries. | “Choose trainers who understand your industry—then adapt, don’t copy.” → guide |
| 10. Jeremy Miner Sales Training | Challenger-style and insight-selling methodologies that position sales pros as trusted advisors. | “Lead with insight, then connect it to customer purpose.” → guide |
| 11. Dale Carnegie Sales Training | Builds skills for remote selling, including digital presentations, engagement, and establishing rapport online. | “Influence is earned by creating mutual wins, not pressure.” → guide |
| 12. Virtual / Remote Team Sales Training | Customized to vertical needs and buyer journeys with a focus on ROI and solution fit. | “Run weekly virtual role-plays to keep connection and skill fresh.” → guide |
| 13. SMB Sales Training for Small Business | Tailored for entrepreneurs and small teams needing foundational skills and resilient mindsets. | “Your agility is an edge—iterate and adapt faster than big companies.” → guide |
| 14. Sales Management Training | Teaches leaders to coach effectively, motivate teams, and align strategy with culture. | “Coach to potential, not past performance.” → guide |
| 15. Industry-Specific Sales Training (e.g., SaaS) | Focus on in-person demos, territory management, and building face-to-face relationships. | “Adapt scripts to your vertical—don’t force generic pitches.” → guide |
| 16. Behavioral & EQ-Based Sales Training | Integrates emotional intelligence, mindset, and resilience for high-trust selling. | “Reflect daily: what emotion did I bring to this conversation?” → guide |
| 17. Onboarding / New Hire Sales Training | Builds foundation for new sales hires through structured skills and role-play practice. | “Dedicate first 90 days to skill reps and feedback—not just product knowledge.” → guide |
| 18. Sales Enablement & Coaching Programs | Combines training with ongoing coaching, tools, and analytics for continuous improvement. | “Training is page one; coaching writes every chapter after.” → guide |
| 19. Negotiation-Focused Sales Training | Specializes in collaborative deal-making and value-driven negotiation frameworks. | “Ask: how can this deal serve both parties equally?” → guide |
| 20. Continuous Learning / Micro-Learning Sales Training | Delivers short, habit-based modules for ongoing skill reinforcement and behavior change. | “Pick one micro-skill each week and practice until it’s instinctive.” → guide |
Each sales training program offers something unique—structure, accountability, mindset, or innovation. Yet, the common thread among top performers is continuous improvement and authentic connection.
My philosophy emphasizes that selling begins with serving others, and mastery grows from daily, deliberate practice. Use this list to identify areas where your team can improve in the future. Remember, skill-building works like interest: the more you invest, the bigger the return.
Leaders who want to build value-first sales cultures should start with my useful framework. You can find it here: ryanzofay.com/sales-training-and-courses.
Overcoming Sales Training Challenges
Let me be real with you: implementing effective sales training programs isn’t always smooth. You’ll face obstacles. Here’s how to handle the most common ones:
Challenge: “My team is too busy for training.”
I hear this constantly. The truth? If you’re too busy to sharpen your skills, you’re probably working inefficiently. Training doesn’t take time away from sales—it multiplies your effectiveness. Start small. Even 30 minutes weekly creates compound growth.
Challenge: “Training doesn’t stick.”
One-time training events rarely create lasting change. What works? Ongoing reinforcement through coaching, practice, and accountability. Make skill development part of your culture, not a checkbox activity.
Challenge: “ROI is hard to measure”.
Track specific metrics: close rates, average deal size, sales cycle length, and customer retention. Compare performance before and after training. The results will speak for themselves.
Challenge: “My industry is different.”
Every industry is different. However, some basic sales principles remain the same. These include building trust, understanding customer needs, creating value, and providing genuine care. Adapt the tactics, but trust the principles.
The Competitive Advantage of Continuous Learning
Here’s what separates thriving businesses from struggling ones: a commitment to continuous growth.
Markets evolve. Customer expectations shift. Technology advances. Competitors innovate. If you’re not actively developing your skills, you’re falling behind—even if you don’t realize it yet.
I continually invest in my own development. I read, attend events, work with coaches, and surround myself with people who challenge me to grow. That commitment to learning has been my greatest competitive advantage.
The same applies to your team. Organizations that prioritize sales training and development consistently outperform those that don’t. It’s not complicated—better-trained teams sell more effectively, build stronger relationships, and deliver superior customer experiences.
Taking the Next Step
I’ve shared a lot with you today—frameworks, skills, strategies, and hard-won insights from two decades in sales and business building. But information without action is just entertainment.
So here’s my challenge to you: pick one skill from this guide and commit to developing it over the next 30 days. Not five skills. One. Go deep instead of wide.
Maybe it’s active listening. Maybe it’s time management. Maybe it’s emotional intelligence. Choose the one that will create the biggest impact for you right now.
Then, track your progress. Notice how that single skill improvement ripples through your entire sales approach. That’s how transformation happens—one intentional choice at a time.
If you’re ready to elevate your sales capabilities, I’m here to help. I offer personalized coaching, team training workshops, and speaking engagements designed to create lasting transformation.
Book a call with me and let’s discuss how we can level up your sales performance together. I’ve walked the path from rock bottom to building a 9-figure business. Let me share what I’ve learned to accelerate your journey.
Your Sales Success Starts Now
Sales isn’t just a career path or business function. It’s a life skill that opens doors, creates opportunities, and transforms futures. It transformed mine, and it can transform yours, too.
If you are starting or leading a skilled team, remember this: every sales pro was once a beginner who kept trying. The skills you need can be learned. The relationships you want can be built. The success you dream about can be achieved.
However, it requires commitment to growth, learning, serving others, and becoming the best version of yourself.
I believe in you. Now it’s time for you to believe in yourself and take action.
Let’s level up together.
Additional Resources
Ready to dive deeper? Explore these resources to continue your sales development journey:
- Join Ryan’s Exclusive Events and Workshops
- Discover Life-Changing Coaching Programs
- Read “An Unlikely Businessman: From Overdosed to Multimillionaire”
- Access Free Goal Setting Worksheets
- Download Time Blocking Templates
- Explore Business Transformation Strategies
- Learn Leadership Development Techniques
- Take the Free Emotional Intelligence Assessment
- Listen to Business Coaching Secrets Podcast
- Master Public Speaking and Leadership
