Sales Training: What Really Determines the Cost—and the Value?

A young salesperson learning their trade

When considering sales training, most people focus on the price tag.

But the real question isn’t just “How much does it cost?”—it’s “What am I actually getting for my investment?”

Let’s look beyond the surface and explore what truly drives the cost of sales training, and how to make sure you’re getting value for every pound spent.

1. What Drives the Cost of Sales Training?

While the format (online, in-person, custom) matters, several other factors can significantly impact the price:

• Trainer Expertise: Are you learning from a seasoned sales leader with a proven track record, or a generalist? The more specialised the trainer, the higher the cost—but also the potential impact.

• Content Relevance: Off-the-shelf courses are cheaper, but do they address your industry, market, and unique challenges? Customisation adds cost but can deliver better results.

• Support and Follow-Up: Does the training include ongoing coaching, feedback, or accountability? Programmes with post-training support often cost more but lead to better long-term outcomes.

• Group Size: Training a large team can sometimes reduce the per-person cost, but highly interactive or one-on-one sessions will be pricier.

2. Evaluating Value: ROI Over Price

The cheapest option isn’t always the best. Consider:

• Skill Retention: Will your team remember and use what they learn, or will it be forgotten in a week?

• Behaviour Change: Does the training actually change how your team sells, or is it just theory?

• Revenue Impact: Can you track improvements in sales performance, conversion rates, or customer retention after training?

A higher upfront investment can pay off if it leads to measurable business growth.

3. Hidden Costs (and Savings) to Watch For

• Time Away from Selling: Every hour spent in training is an hour not spent with customers. Look for formats that minimise downtime or integrate learning into daily routines.

• Travel and Accommodation: In-person training can add hidden expenses—consider remote or hybrid options to save.

• Implementation: Will you need to invest in new tools, processes, or follow-up sessions to make the training stick?

4. Maximising Your Investment

• Set Clear Goals: Know what you want to achieve before you start. This helps you choose the right training and measure success.

• Get Buy-In: Involve your team in the process to boost engagement and results.

• Follow Up: Reinforce learning with regular check-ins, coaching, or refresher sessions.

5. Free and Low-Cost Alternatives

For small businesses and entrepreneurs, there are excellent free resources—like SalesTrainers’ own library of practical guides and videos.

Peer learning, mentorship, and online communities can also provide valuable support at little or no cost.

If you’d like to adjust the focus or add specific examples, let me know!

Conclusion

Sales training is more than just a line item on your budget—it’s an investment in your business’s future.

While costs can vary, the real value lies in choosing training that delivers lasting results, fits your team’s needs, and supports your growth goals.

By looking beyond the price tag and focusing on outcomes, you can ensure your investment pays off in stronger sales performance and long-term success.

And remember, with the right approach, even small businesses can access high-quality training without breaking the bank.