Why 140 Years Later, We’re Still Getting It Wrong — And How to Finally Get It Right
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Sales training has been with us for nearly a century and a half. But is it still fit for purpose in today’s complex selling environment? That was the provocative question posed on a recent Sales Frequency episode, where hosts Jesus Llamazares, Head of Consulting and Eddie Guevarra, Head of Marketing, traced the roots of sales training back to its early architect, John H. Patterson, and explored why so many organisations are still grappling with the same fundamental issues in 2025.
As sales continues to evolve, organisations must rethink not just what they teach, but how they develop capability. This isn’t simply about training courses or onboarding refreshers — it’s about a much deeper question: how to improve sales training to meet today’s real-world challenges.
140 Years of Stagnation
In 1884, John H. Patterson created one of the first formalised sales education programmes. His scripts, objection handling, and regimented training processes were revolutionary for their time. But fast forward to 2025, and many sales professionals still encounter programmes that feel like echoes of that original model.
Today’s sellers voiced their frustrations in forums Eddie researched: onboarding materials recycled from a decade ago, CRM system training that ignores real selling skills, minimal coaching, and managers who simply say “make more calls.” Behind these complaints lies a common flaw — organisations mistaking high activity for real capability development.
Unfortunately, much of today’s sales training remains trapped in transactional thinking — built for a world where products were simpler and buyers had fewer options. But modern selling is more complex than ever, involving multiple stakeholders, longer buying journeys, and customer expectations that go far beyond product features. Without evolving sales training to match this complexity, organisations are failing to prepare their people for sustainable success.
If companies want to know how to improve sales performance, it starts by acknowledging that sales transformation isn’t about doing more of the same — but rather, it’s about rethinking how capability is built from the inside out.
The “Trial-By-Fire” Myth
A persistent myth remains that "trial by fire works better." Throw reps into the deep end, let them figure it out, and the strong will rise. But as Eddie described, this is like teaching someone to drive by dropping them onto a motorway at rush hour. Some may survive through instinct — but many either fail or develop bad habits that limit long-term success.
This outdated mindset causes organisations to misinterpret sales struggles as signs of weakness in the individual, rather than failures in their development path. Early sales training often prioritises product knowledge and processes but leaves little room for reflection, coaching, or mindset development.
At the core of this problem is a widespread misunderstanding of what truly drives sales performance improvement. Too often, leaders focus on tactical activity metrics — calls, meetings, CRM data — while ignoring the deeper behavioural drivers that create sustainable results. They forget that ‘how to improve sales training’ isn’t just about teaching techniques but about developing sellers who can adapt, reflect, and respond to customers with confidence and integrity.
Mindset — often dismissed as “soft” — is actually structural. It shapes how reps behave under pressure, how they build trust, and how they create long-term customer value. Without self-awareness and reflection, sellers easily revert to short-term transactional habits. But those who cultivate reflective practice and emotional intelligence become far more adaptive and effective in managing complex deals and client relationships.
Many professionals entering Consalia’s sales education programmes initially underestimate this. But as they progress, they discover that deep transformation happens not through more product knowledge, but by developing personal values, beliefs, and critical self-reflection.
This is what truly enables sustainable sales performance.
A New Model for Sales Capability: Mindset-First Transformation
If companies want to know how to improve sales training, the answer lies in moving beyond one-off events and focusing on sales transformation. As Jesus explained, meaningful development requires vulnerability — from individuals, leaders, and organisations — and a commitment to embed learning into live selling situations.
Rather than simply measuring outputs, organisations must invest in coaching, reflective practice, and leadership engagement. This is how true sales transformation takes root — not as a one-off intervention but as an ongoing capability-building journey.
The impact of this mindset-first approach isn’t just theoretical. Consalia’s MSc in Leading Sales Transformation and Level 7 Senior Sales Leader programmes demonstrate that personal transformation directly leads to business outcomes. Most importantly, the learning becomes self-sustaining — graduates embed reflection and values-driven selling into their daily routines, leading to lasting commercial results.
For organisations genuinely seeking how to improve sales performance, this integrated approach offers the clearest path. When sellers develop the ability to adapt to different customers, navigate complex buying groups, and act with authenticity, they don't just close more deals — they build long-term, trusted relationships that drive consistent growth.
Conclusion: Sales Training Isn’t Dead But It Must Transform
The question isn’t whether sales training is dead. It’s whether we’re finally ready to evolve it beyond outdated models that no longer serve today’s sales professionals. When organisations invest in mindset-first development — prioritising reflection, self-awareness, and customer-centricity — they build sales teams equipped to navigate any challenge with confidence and integrity. This is how sales training moves from transactional activity to sales transformation. The companies bold enough to embrace this shift won’t just train better salespeople — they’ll build stronger, more resilient businesses.
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