Developing sales trainings that actually sell w/ Stu Accola | IMC Live

Your company spends months on a product launch. The engineering is dialed in, the messaging is ready, and then the sales team walks out of the training asking how they're supposed to actually sell it.

Stu Accola has run that meeting from both sides. He's spent 17 years in B2B industrial marketing and leads marketing for several Marmon Holdings brands, and his argument is that most launch trainings stop at the product. A complete sales training covers all of it.

In this episode:

• The two things a rep needs walking out: a clear picture of the right customer, and confidence

• What goes into a complete and effective sales training program

• The importance of engineering, sales and marketing alignment

• Training distributor reps who carry hundreds of brands

• Earning a seat at the table, and what to say to leadership to get one Stu offers a word of advice for any marketer trying to get invited into the sales training process. Tell leadership: “I just want to help your team win.”