Sales training and development equip sellers to overcome challenges and effectively engage buyers. Every sales rep—from your top performers to your newbies—needs workplace training and development to be successful.

But what is training and development?

Training and development are two words we hear a lot. Yet, there’s a lot of confusion about how sales training and development are similar, how they’re different, and why each is important to the success of a revenue organization. In this post, we’ll clear up that confusion.

What is training and development?

First things first: what is training and development?

While these two words are often used interchangeably, but they’re different. Let’s start by defining both training and development.

What is training?

In sales, training teaches sellers the skills and information they need to perform their jobs. In other words, sales training is focused on ensuring sellers have what they need to do their jobs well.

Often, organizations take a structured approach to learning. For example, new sellers may be required to complete sales onboarding to ensure they’re up to speed and understand the skills and knowledge they’ll need in their new role.

Sales training programs can be delivered to a larger group of people—like a specific team or a group of new hires—or to individual sellers. For example, a seller may undergo additional sales training on objection handling if this is an area where they struggle.

What is development?

Every seller has unique skills and knowledge. Development is a practice focused on building off existing skills and knowledge.

Effective development empowers sellers to improve and grow. Of course, this growth enables them to be more effective in their current role. It can also prepare them to take the next step in their career path within the organization.

For example, a sales rep may focus on developing their leadership skills so they can apply for a sales manager job within the next year.

What is the difference between training and development?

The definitions we shared for training and development make it clear that these concepts are related, but they’re not synonymous.

So, what’s the difference between training and development?

The best way to answer that question is to examine the key factors that distinguish these two practices. We’ll also examine training and development examples to clarify the differences further.

Factor #1: Focus

Sales training focuses on providing employees with the skills and knowledge they need to excel in the role they were hired for.

Development is focused on growing capabilities so employees can improve their performance in their current roles and potentially explore more advanced roles within the organization.

Factor #2: Objectives

Sales training empowers employees to grow the skills and competencies necessary for success in their current roles. Development aims to strengthen an employee’s capabilities and unlock advancement opportunities.

Factor #3: Audience

Sales training programs are typically created and delivered to a specific group. For example, new hires must complete a training program. Or, sellers in certain roles may be required to complete a role-specific sales training program.

On the other hand, development is tailored for each employee. Each seller has a unique background, set of skills, and goals. Development opportunities are tailored to address the needs of each employee.

Factor #4: Timing

Training is typically time-bound. For example, new sellers may undergo onboarding within 90 days of joining the company. Or, all sellers may be required to complete training before a new product launch or when a new CRM is rolled out.

Development, on the other hand, is typically a long-term process. For example, a sales rep may express interest in moving into a managerial role and seek out relevant development opportunities over the next two years.

Factor #5: Tactics

Workplace training and development employ different tactics.

Onboarding is one type of training. However the best revenue organizations also deliver ongoing training to ensure sellers have up-to-date knowledge and opportunities to learn key skills.

Some examples of training topics include:

• Company training
• Product training
• Industry training
• Sales technique training
• Technology training (ie when onboarding a new CRM)

Some examples of development include:

• Career path discussions
• Mentoring
• Job shadowing
• Performance reviews
• Networking at industry events

Factor #6: Who takes the lead

The employer typically leads training. For example, sales enablement teams may lead new sales rep training with support from other teams, including HR, sales, marketing, and sales operations.

In development, sellers take a more active role. They must take the initiative to set goals, communicate them to their manager, and identify opportunities to grow their skills to improve performance in their current role and be prepared to step into the next one.

Factor #7: Measurement

Training is measured by knowledge and skills mastery – and determining how that mastery impacts job performance. For example, quizzes and tests can gauge a rep’s mastery of new material. Role-play and sales call recording scores can measure a rep’s mastery of skills and behaviors. Sales certification programs can help gauge a seller’s readiness.