It’s a classic story in sales: you promote your best salesperson to manager, expecting them to replicate their success across the entire team. But then, reality hits. The skills that made them a star closer—relentless prospecting, masterful negotiation, individual drive—are completely different from the ones needed to lead. Suddenly, your new manager is struggling to coach, forecast, and motivate, and team performance starts to dip. This is an incredibly common challenge, but it’s not an unsolvable one. The gap between being a great seller and a great leader is bridged by targeted development. This is where effective sales manager training becomes essential, providing the specific frameworks and leadership skills needed to turn high-performing individuals into high-impact leaders.

Key Takeaways

  • Treat Management as a New Career, Not a Promotion: The skills that make a top salesperson successful are fundamentally different from those needed to lead a team. Effective training provides the essential leadership, coaching, and strategic planning abilities required to transition from an individual contributor to a force multiplier.
  • Prioritize Actionable Skills Over Abstract Theory: The most effective training equips managers with practical frameworks they can use immediately. Look for programs that teach how to diagnose performance issues, deliver impactful coaching, and use data to build a predictable sales strategy.
  • Define Your Needs Before Evaluating Programs: The right training program is a strategic fit, not a one-size-fits-all solution. Start by identifying your team's specific skill gaps and business goals to ensure you choose a program that addresses your unique challenges and delivers a measurable return.

What Is Sales Manager Training (And Why It Matters)

Sales manager training is a specialized development program designed to equip leaders with the skills they need to guide, motivate, and grow a high-performing sales team. It’s a common misconception that top-performing salespeople will automatically become great managers. The reality is that the skills that make someone a fantastic individual contributor—like closing deals and managing their own pipeline—are entirely different from the ones needed to lead a team. This training bridges that gap.

Effective programs move beyond sales tactics and focus on leadership fundamentals. This includes everything from strategic planning and accurate forecasting to performance management and, most importantly, coaching. A manager’s primary role is to make their team successful, and that requires knowing how to identify skill gaps, provide constructive feedback, and foster a culture of continuous improvement. Investing in this training is a direct investment in your team's scalability and long-term success. It ensures your managers are building a revenue engine, not just managing a group of individual sellers. This approach is central to creating a proven process for sustainable growth.

What Makes a Training Program Effective?

An effective training program is grounded in reality. It should address the real-world challenges your managers face every day, like hitting aggressive team targets, recruiting and retaining top talent, and effectively transferring sales skills to every rep. Forget abstract theories; the best programs provide practical frameworks and actionable strategies that managers can implement immediately. They should walk away with clear methods for running productive one-on-ones, coaching through live deals, and using data to inform their strategy.

Beyond tactics, strong communication is at the heart of a great program. It’s not just about what managers say, but how they say it. Training should cover how to deliver feedback that inspires action, not defensiveness, and how to tailor coaching styles to individual personalities. A program’s effectiveness is measured by its ability to create confident, capable leaders who can replicate success across their entire team.

How Training Impacts Team Performance and Revenue

The link between manager training and revenue is direct and significant. A well-trained manager acts as a force multiplier; their ability to coach and strategize elevates the performance of every person on their team. With selling becoming more complex, reps need strong guidance to succeed. Effective coaching from a manager is often the single biggest factor in helping a salesperson hit their quota. When managers are trained to be better coaches, their teams simply perform better.

This improved performance translates directly to the bottom line. Organizations that invest in developing their sales leaders see tangible returns, including higher win rates, larger deal sizes, and lower employee turnover. When you equip your managers with the right skills, you’re not just solving leadership problems—you’re building a more resilient and profitable sales organization. Exploring dedicated sales training and coaching is one of the most impactful steps you can take to drive revenue.

What Skills Will Your Sales Managers Learn?

Great sales managers aren't just promoted salespeople; they're skilled leaders who multiply the success of their entire team. The transition from a top-performing individual contributor to a manager requires a completely new set of abilities. While a deep understanding of the sales process is the foundation, effective management training builds on that with crucial skills in leadership, strategy, communication, and team building.

A comprehensive training program moves beyond basic sales tactics and equips managers to become true coaches and strategists. They learn how to motivate their team, manage performance with data, and align their team’s efforts with broader company goals. This isn't about learning a few new closing techniques; it's about developing the framework to build a sustainable, high-performing sales engine. The right training provides the tools to handle common challenges, from hitting ambitious targets to hiring the right talent and fostering a culture of continuous improvement. Ultimately, these skills empower managers to not only lead their teams to success but also to contribute strategically to the company's revenue growth.

Leadership and Coaching

One of the biggest shifts for a new manager is moving from doing to leading. Effective training teaches managers how to coach their reps for long-term development instead of just jumping in to save a deal. This means learning how to diagnose performance issues, provide constructive feedback, and motivate different personalities on the team. A quality sales management training program helps leaders tackle common problems like getting teams to hit their sales targets and effectively teaching sales skills to others. By mastering coaching, managers empower their reps to solve problems independently, building a more resilient and capable team.

Strategic Planning and Performance Management

Successful sales managers think beyond the current quarter. They need the skills to build and manage a healthy sales pipeline, forecast accurately, and set meaningful goals for their team. Training in this area focuses on the bigger picture, covering essential topics like improving the team's sales pipeline and defining clear career paths for reps. This strategic mindset allows managers to use data to identify trends, allocate resources effectively, and hold their team accountable to performance metrics that truly drive business results. It’s the key to creating predictable and scalable revenue growth.

Cross-Functional Communication

A sales team doesn't operate in a vacuum. Managers are the critical link between their reps, executive leadership, marketing, and product teams. Strong communication skills are therefore non-negotiable. Training should emphasize core communication abilities, including active listening and clearly imparting information to different stakeholders. When managers can effectively advocate for their team, share market feedback with the product team, and align with marketing on lead quality, the entire go-to-market strategy becomes more cohesive and powerful. This alignment prevents silos and ensures everyone is working toward the same goals.

Hiring and Team Development

Building a winning team starts with hiring the right people. Sales managers need a structured process for identifying, interviewing, and onboarding new talent. A key part of their training is learning how to clearly define job roles and interview candidates to find the best fit for the team and company culture. But development doesn't stop after the hire. Great managers are also skilled at identifying the potential in their current team members and creating personalized development plans to help them grow their careers, which is essential for retaining top performers.

Top Sales Manager Training Programs to Consider

Once you’ve decided to invest in your sales leaders, the next step is finding the right program. The options can feel overwhelming, ranging from university-led courses to specialized consulting firms and flexible online platforms. The best choice for your team depends entirely on your specific goals, budget, and how your managers learn best. Are you looking for a deep, immersive workshop or a self-paced online course they can fit into their busy schedules? Do you need a program focused on foundational coaching skills or one that dives into high-level strategic planning?

To help you get started, we’ve gathered a list of some of the top sales manager training programs. Each offers a different approach, from the hands-on, customized partnership model to established methodologies and accessible online learning. Think of this as a starting point to explore what’s out there. As you review these options, consider which one aligns best with your company culture and the specific skill gaps you want to address. The right training is an investment that pays off in team performance, morale, and, ultimately, revenue growth. Explore our own customized programs to see how a tailored approach can make a difference.

RevCentric Partners Sales Training and Coaching

If you’re looking for a training program that’s less of a one-size-fits-all course and more of a strategic partnership, this is it. At RevCentric Partners, we build our sales training and coaching directly into your company’s unique Go-To-Market strategy. We don’t just teach generic management theories; we work with your leaders to develop data-driven sales playbooks and coaching frameworks that are practical, scalable, and designed to solve your specific challenges. Our process is hands-on and collaborative, ensuring your sales managers learn how to lead their teams in a way that directly supports your revenue goals. This approach is ideal for tech companies that need a program built for their world, not just adapted to it.

Sandler Management Solutions

Sandler is a well-known name in the sales world, and for good reason. Their management training program is built on a foundation of proven methodologies and real-world application. The program focuses on giving managers practical skills they can use immediately, with a heavy emphasis on active practice in coaching, hiring, and strategic leadership. Instead of just sitting through lectures, your managers will actively work on solving their specific challenges. Sandler Management Solutions is a great fit for teams that want a structured, time-tested system to build a consistent and effective management culture across the organization. It’s all about turning theory into daily practice.

Harvard Strategic Sales Management Course

For leaders who want to build a strong strategic foundation, the Strategic Sales Management Course from Harvard is an excellent option. This program goes beyond day-to-day tactics to teach managers how to lead themselves, their teams, and the entire sales organization toward greater success. The curriculum focuses on what it takes to be a truly great sales leader, from mastering coaching and training techniques to building a resilient, high-performing sales culture. It’s a fantastic choice for managers who are ready to think bigger and learn how to align their team’s efforts with the company’s overarching business objectives. The prestige of the Harvard name is backed by a curriculum that delivers real strategic value.

LinkedIn Learning Sales Management Courses

If flexibility and accessibility are your top priorities, LinkedIn Learning offers a massive library of sales management courses that can be a perfect fit. This option allows you to provide your managers with a wealth of on-demand resources covering everything from sales forecasting and strategy to performance management and negotiation. It’s an ideal solution for companies that want to empower their managers to learn at their own pace or for leaders who need to brush up on a specific skill. While it may not offer the same level of personalized coaching as other programs, its affordability and breadth of content make it a valuable tool for continuous professional development.

Highspot Sales Management Training

Highspot directly addresses one of the most common challenges in sales: top-performing reps who are promoted to management without any formal training. Their approach recognizes that the skills that make a great salesperson are different from those needed to be a great leader. As Highspot points out, a majority of managers report receiving no training before stepping into their roles. Their sales management training is designed to fill that gap, focusing on essential leadership skills like strategic thinking, effective communication, and impactful coaching. This program is perfect for organizations with newly promoted managers or for teams that need to build a stronger foundation of true leadership skills, not just advanced sales techniques.

Comparing Training Formats and Costs

Once you’ve identified the skills you want your managers to develop, the next step is to figure out the logistics. The best training programs are not one-size-fits-all. They come in various formats, schedules, and price points, each with its own set of trade-offs. Thinking through these practical details will help you find a program that fits your team’s workflow, learning style, and budget. It’s all about matching the right delivery method to your specific goals so your team gets the most out of the experience without disrupting their day-to-day responsibilities. Let's break down the key factors you'll need to consider.

In-Person Workshops vs. Virtual Learning

Choosing between in-person and virtual training often comes down to your team's structure and learning preferences. In-person workshops are fantastic for hands-on, immersive learning. They get your managers in a room together, away from the daily grind, where they can focus, practice new skills through role-playing, and get immediate feedback. This format is also great for building camaraderie and strengthening team bonds.

On the other hand, virtual learning offers incredible flexibility, which is a huge plus for remote or geographically dispersed teams. It eliminates travel time and costs, and sessions can be recorded for later review. Modern sales management training has moved far beyond static webinars, now featuring interactive breakout rooms, live polls, and collaborative digital whiteboards to keep participants engaged.

Self-Paced vs. Structured Schedules

The right learning pace depends entirely on your managers' schedules and how you want the team to progress. Self-paced learning, like the courses found on platforms such as LinkedIn Learning, gives managers the freedom to work through the material on their own time. This is perfect for busy leaders who need to fit training into the pockets of time between meetings and coaching sessions. It allows them to absorb complex topics at their own speed.

A structured schedule provides a more guided experience. With set class times and deadlines, it creates accountability and ensures everyone moves through the curriculum together. This cohort-based approach can foster great discussions and peer-to-peer learning, as managers can share insights and solve problems as a group. It also guarantees the training is completed within a specific timeframe.

Program Duration and Investment

Sales manager training is an investment in your company's future, and that investment includes both time and money. Program costs can vary widely, from a few hundred dollars for an online course to several thousand for an intensive, multi-day workshop. For example, a Strategic Sales Management course can range from $2,950 to $3,200, depending on the format.

When evaluating the price, consider the total investment. This includes the course fee plus the cost of your managers' time away from their teams. Durations also differ, with some programs being a two-day intensive and others spread out over several weeks. It’s important to weigh the upfront cost against the long-term value and potential return on investment that a well-trained sales leader can bring to your organization.

Custom vs. Standardized Curriculums

Should you go with an off-the-shelf program or one built just for you? Standardized curriculums are built on proven methodologies that have worked for a wide range of companies. They are a great way to establish a strong foundation of sales management best practices and are often ready to deploy quickly. This approach is effective for teaching universal leadership and coaching skills.

A custom program, however, is tailored to your company’s unique challenges, culture, and sales process. This makes the training incredibly relevant, as managers can work through real-world scenarios they face every day. At RevCentric, our sales training and coaching is designed to align with your specific Go-To-Market strategy, ensuring the skills your managers learn are immediately applicable and drive tangible results for your business.

The Real-World Benefits of Sales Manager Training

Investing in your sales managers is one of the highest-leverage moves you can make for your company. It’s not just about checking a box for professional development; it’s about creating a ripple effect that touches every part of your revenue engine. When you equip your managers with the right skills, you’re not just helping one person—you’re empowering their entire team and building a more resilient, high-performing sales organization.

Effective training transforms managers from great individual contributors into strategic leaders who can coach, motivate, and guide their teams to consistent success. This investment pays dividends in several key areas. It sharpens individual skills, directly impacts team performance and revenue, fosters a more engaged and loyal sales force, and ultimately builds a sustainable competitive advantage that’s difficult for others to replicate. Let’s break down what these benefits look like in practice.

Advance Individual Careers and Skills

Great sales managers aren't born; they're developed. Training provides a structured path for them to tackle the most common challenges of their role, from hitting ambitious sales targets to mastering the art of coaching and hiring the right talent. By giving them proven frameworks and practical skills, you empower them to lead with confidence instead of just intuition. This investment shows you’re committed to their professional growth, which not only makes them more effective in their current role but also prepares them for future leadership opportunities within your company.

Improve Team Performance and Increase Revenue

There’s a direct line between the quality of your sales management and the performance of your sales team. In today’s complex selling environment, effective coaching is essential for success. Well-trained managers know how to diagnose performance gaps, provide targeted feedback, and motivate their reps to perform at their best. This hands-on guidance helps their teams close more deals and generate more revenue. Investing in sales training and coaching gives your company a measurable advantage, turning your sales managers into a true force multiplier for the entire organization.

Strengthen Employee Engagement and Retention

When you invest in your managers, you’re also investing in your frontline sales reps. A supportive, skilled manager is one of the biggest factors in employee satisfaction and retention. Training demonstrates that you care about your people's success, which fosters a more motivated and engaged culture. Salespeople who receive consistent, high-quality coaching from their managers feel more supported, perform better, and are far more likely to stay with your company long-term. This creates a stable, experienced team and reduces the high costs associated with employee turnover.

Build a Long-Term Competitive Advantage

Sales manager training is more than a short-term fix; it’s a strategic investment in your company’s future. By equipping your leaders with skills in coaching, pipeline management, and strategic planning, you’re building a foundation for sustainable growth. This creates a culture of continuous improvement where your entire sales organization is constantly getting better. Over time, this commitment to development becomes a powerful competitive advantage. It results in a stronger sales team, happier employees, and better overall company performance, making it clear why partnering with experts in this area is so valuable.

Common Challenges Sales Manager Training Solves

Even the most successful sales teams run into roadblocks. Often, these challenges stem from a handful of common issues that can be directly addressed with the right training. Investing in your sales managers is one of the most effective ways to solve persistent problems, from high turnover to inconsistent performance. When managers are equipped with the right skills, they can turn a struggling team into a high-performing one.

Effective training programs provide a clear framework for handling the toughest parts of the job, giving managers the confidence and competence to lead their teams to success. Let’s look at some of the specific challenges that a well-designed training program can help your managers overcome.

Easing the Transition from Rep to Manager

Many sales managers get promoted because they were star salespeople. But the skills that make someone a great rep don't automatically translate to being a great manager. The focus shifts from individual performance to team leadership, and that’s a huge leap. Without proper guidance, new managers often struggle to delegate, coach effectively, and command respect from their former peers.

Sales manager training bridges this gap by teaching essential leadership principles. It provides a structured approach to team management, helping new leaders understand how to motivate others, set clear expectations, and build a cohesive unit. This support is critical for ensuring a smooth transition and setting them up for long-term success in their new role.

Developing Effective Coaching Skills

One of the most important jobs a sales manager has is coaching their team. Good coaching goes beyond just reviewing deals; it’s about helping reps identify their own challenges, set meaningful career goals, and develop their skills over time. Many managers default to simply telling their team what to do, but true coaching empowers reps to find their own solutions.

Training programs focus on developing these nuanced coaching abilities. Managers learn how to ask powerful questions, listen actively, and provide constructive feedback that inspires growth rather than defensiveness. By honing these skills, managers can foster a culture of continuous improvement and help every member of their team reach their full potential. RevCentric's sales training and coaching is designed to build these exact capabilities.

Managing Underperforming Team Members

Dealing with underperformance is one of the most difficult parts of a sales manager's job. It can be tempting to ignore the problem or make decisions based on gut feelings, but neither approach is effective. To truly address performance issues, managers need to be skilled at analyzing data to understand what’s really going on.

Training helps managers identify the most important key performance indicators (KPIs) and use them to pinpoint the root causes of poor results. They learn how to have productive, data-backed conversations with struggling reps and create actionable improvement plans. This turns a potentially negative interaction into a constructive opportunity for growth, benefiting both the employee and the company.

Building Data-Driven Sales Strategies

Top-performing sales teams don't just work hard—they work smart. This means using data and analytics to guide their efforts. A sales manager needs to be able to look at the numbers, identify bottlenecks in the sales process, and make strategic adjustments to improve the team's overall effectiveness. Without this skill, it's easy to waste time on activities that don't produce results.

Sales manager training emphasizes the importance of data-driven decision-making. Managers learn how to analyze sales funnels, track conversion rates, and use insights to forecast accurately and set realistic goals. This strategic approach allows them to guide their team with confidence and ensure everyone is focused on the activities that will have the biggest impact on revenue.

How to Choose the Right Training Program for Your Team

Selecting the right sales manager training program isn't about finding a one-size-fits-all solution. It’s about finding the perfect fit for your team’s unique challenges, goals, and culture. With so many options available, from intensive workshops to self-paced online courses, making a choice can feel overwhelming. The key is to approach the decision with a clear strategy. By breaking down the process into a few manageable steps, you can confidently select a program that not only equips your managers with new skills but also drives tangible results for your entire sales organization.

Think of this as an investment in your company's most critical leaders. The right program will pay dividends in the form of higher team morale, lower turnover, and, most importantly, consistent revenue growth. It all starts with understanding what your team truly needs. Before you even look at a single brochure or website, you need to look inward at your own organization. A thoughtful evaluation of your current situation will guide you toward a training partner that can help you bridge the gap between where your sales leaders are today and where you need them to be tomorrow.

Assess Your Current Skill Gaps and Goals

The first step is to get an honest picture of your team's strengths and weaknesses. Many sales managers land the role because they were exceptional salespeople, but the skills that make a great seller are different from those that make a great leader. You need to identify where those gaps are. Are your managers struggling with coaching underperformers, forecasting accurately, or collaborating with other departments?

Conducting simple surveys, holding one-on-one conversations, and reviewing performance data can reveal specific areas for improvement. Once you have a clear list of needs, you can set specific goals for the training. For example, a goal might be "improve forecast accuracy by 15% within two quarters" or "increase the number of reps hitting quota by 10%." This clarity ensures you’re looking for a program that addresses your team’s actual challenges, not just general sales management training skills.

Evaluate Program Content and Delivery

Once you know what you need, you can start evaluating what different programs offer. Look beyond the flashy marketing and dig into the curriculum. Does the content directly address the skill gaps you identified? The best programs focus on practical skills your managers can apply immediately, whether they’re in B2B or B2C sales. For example, a program should offer concrete frameworks for common problems like hitting sales targets, coaching effectively, and hiring the right talent.

Also, consider the delivery method. Does your team learn best in a collaborative, in-person workshop, or would a flexible online format be more effective? Some programs offer a blend of both. At RevCentric Partners, our sales training and coaching is tailored to your team's specific context, ensuring the content is not only relevant but delivered in a way that sticks.

Balance Your Budget with Training Quality

While budget is always a factor, it shouldn't be the only one. It's tempting to go for the cheapest option, but quality training is an investment that delivers a significant return. In fact, only about 20% of companies invest in training for their sales leaders, giving those who do a serious competitive edge. Instead of focusing on the upfront cost, think about the potential ROI. Will the program help your managers retain top talent, shorten the sales cycle, or increase deal sizes?

A high-quality program can give your company a measurable advantage in the market. When you evaluate costs, consider the long-term value the training will bring to your team and your bottom line. A slightly higher investment in a program that truly moves the needle is far more valuable than a cheaper one that fails to produce results.

Consider Time Commitments and Scheduling

Finally, think about the practical logistics. Your sales managers are busy people, and pulling them away from their teams for training needs to be managed carefully. Look for a program that offers scheduling flexibility. Some providers offer both on-campus and online course options, allowing you to choose what works best for your team.

Consider the format as well. Would a multi-day, immersive workshop be more impactful, or would shorter sessions spread over several weeks be easier to manage? An online course spread over a couple of weeks, for instance, might be less disruptive than a full-week, off-site training. The right choice depends on your team's workflow and capacity. The goal is to find a schedule that allows your managers to fully engage with the material without feeling overwhelmed or falling behind on their core responsibilities.

Putting Your Training Plan into Action

Once you’ve selected the right program, the next step is to roll it out effectively. A thoughtful implementation plan ensures your managers get the most out of the training and can immediately apply what they’ve learned. It’s not just about scheduling sessions; it’s about creating an environment where new skills can take root and grow. A successful launch sets the stage for long-term improvements in leadership, team performance, and, ultimately, revenue.

How to Launch a Training Initiative

The best way to kick off a new training program is by getting your sales managers excited about it. Start by clearly communicating the purpose behind the training. Explain how it will help them solve the real-world challenges they face every day, like hitting ambitious sales targets or hiring the right people for their teams. When managers see the training as a direct solution to their problems, they’re more likely to engage fully. Frame this as an investment in their personal and professional growth. A well-defined purpose and process shows them you’re committed to their success, which builds trust and enthusiasm from day one.

Set Measurable Goals for Success

To understand the impact of your training, you need to define what success looks like from the start. Great managers are able to see the overall sales plan and guide their teams with clear, measurable objectives. Before the program begins, establish specific key performance indicators (KPIs) you want to improve. These could include metrics like a 15% increase in team quota attainment, a 10% reduction in ramp time for new hires, or improved sales forecast accuracy. Using a framework like SMART goals helps ensure your objectives are specific and trackable. Tying training to these concrete outcomes makes it easier to demonstrate its value and hold everyone accountable for progress.

Create a Plan for Ongoing Development

Effective training is a continuous process, not a one-time event. The goal is to build skills that managers can apply right away and refine over time. To make the learning stick, create a plan for reinforcement. This could involve follow-up coaching sessions, peer-to-peer accountability groups, or integrating key concepts into your weekly team meetings. Investing in sales training and coaching as an ongoing practice creates a culture of continuous improvement. This sustained effort leads to a stronger sales team, more engaged employees, and better overall company performance long after the initial training is complete.

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Frequently Asked Questions

My best salesperson just became a manager. Isn't their experience enough? It’s a common assumption, but the skills that make someone a star closer are completely different from the ones needed to lead a team. An individual contributor is responsible for their own success, while a manager is responsible for multiplying the success of others. This requires a new toolkit focused on coaching, motivating, strategic planning, and performance management—skills that aren't learned by simply carrying a bag. Training provides the framework for that critical transition from doing to leading.

How can I justify the cost of sales manager training to my leadership team? Frame it as a direct investment in your revenue engine. A well-trained manager acts as a force multiplier, elevating the performance of every single person on their team. You can justify the cost by connecting it to tangible business outcomes like higher quota attainment, lower rep turnover, and more predictable forecasting. When you invest in your managers, you're not just funding a workshop; you're building a more resilient and profitable sales organization from the ground up.

We're a small, fast-growing company. Is formal training really necessary right now? This is actually the perfect time to invest in training. In a fast-growing environment, bad habits can form quickly and become difficult to correct later. Putting a formal training plan in place early establishes a strong foundation for leadership and creates a consistent coaching culture as you scale. It ensures that as your team grows, your managers are equipped to handle the increasing complexity without letting performance slip.

What's the single most important skill a new sales manager should focus on first? If you have to pick just one, it's coaching. The biggest mental shift for a new manager is learning to guide their team to find answers instead of just providing them. Effective coaching empowers reps to solve problems on their own, builds their confidence, and fosters long-term development. Mastering this skill has the most significant and immediate impact on team performance and morale.

How do we make sure the training actually sticks and isn't forgotten in a month? Training can't be a one-time event. To ensure the lessons stick, you need a plan for reinforcement. This means integrating the new frameworks and language into your daily operations. Weave the concepts into your weekly one-on-ones, team meetings, and deal reviews. When managers are expected to actively use and discuss what they've learned, the training becomes part of your company’s culture rather than a distant memory.