We’ve all seen those late-night infomercials. A company pushes their patented gutter system, flashing special offers like “Call now for 10% off… and if you act today, we’ll give you another bonus!”
But behind the script and urgency, there’s a deeper question: Who actually pays for the sales training that makes those conversions possible?
The truth is, sales training isn’t free. Someone always foots the bill. And depending on who it is, the outcome for the company, the customer, and the sales professional can be very different.
The Three Options
- The Company
Some companies invest directly in their salespeople from the start. They provide training when reps are hired and consistently while they’re employed. This is the ideal scenario, but unfortunately, not every business makes that investment.
- The Customer (Indirectly)
When training is neglected, the cost often shifts to customers. This shows up as:
- Rebates and Discount expenses to win back dissatisfied buyers, reducing profitability.
- Commoditization of products, where price becomes the only selling point, making business sustainability a daily challenge.
- A damaged reputation in the community, as customers sense they’re being sold on price instead of value.
Over time, this erodes trust—and profitability.
- The Salesperson
Finally, the most powerful option: the individual sales professional who takes responsibility for their own growth. These are the reps who:
- Invest in their sales career across multiple channels and industries.
- Learn to distinguish between relationships vs. transactions.
- Understand the difference between cost of goods sold vs. return on investment.
This type of salesperson thinks like a business owner—and as a result, earns the respect (and the deals) of business owners. They don’t just sell products; they build relationships and sell outcomes.
Data That Backs It Up
Here are some eye-opening statistics that underscore why someone must pay for training — and why doing so wisely matters:
- On average, companies receive $4.53 in return for every $1 invested in sales training (i.e. a 353% ROI).
- Sales teams that invest in training tend to be 57% more effective than their less-trained counterparts.
- Around 70% of salespeople lack formal training.
- Among sales leaders, 72% say training fails because it’s treated as one-size-fits-all (i.e., not customized to role or experience) and unfortunately, 84% of training is forgotten within three months without reinforcement.
Together, these numbers paint a clear picture:
- Training can deliver massive ROI.
- But most programs fall short—because they’re generic, lack reinforcement, or aren’t measured.
- The differentiator is how and by whom the training is funded, designed, and sustained.
The Long-Term Payoff
It’s never too late to start investing in yourself as a sales professional. If you’re in your 20s and just realizing this, congratulations—you’re ahead of where many of us were at that age.
But beyond age, the critical move is this: decide who pays. If your company won’t, make the investment yourself. Cover your own training. Measure the ROI. Prove its value.
That approach isn’t just about personal gain. It shifts the dynamics of how buyers see you: as someone who invests in mastery, outcome, and value. And that is how you win not only deals, but respect.
👉 Takeaway: Sales training has real, measurable impact—but only if someone pays and the program is done well. The best salespeople choose to invest in themselves, and the return pays off—for them, their customers, and their companies.
Ask Yourself: In your experience, who usually ends up paying for sales training — the company, the customer, or the salesperson? Do you believe sales training should be a company’s responsibility, or is self-investment the real differentiator for top performers? What’s the most valuable sales training you’ve ever invested in (time, money, or both) — and how did it pay off?
