Introduction

Remember learning how to ride a bike? Probably not. But someone probably taught you the basics—how to pedal, balance, and steer. But, once you knew how to ride, you still needed ongoing encouragement, maybe a few pushes, and a path to follow to get really good at it. That’s essentially the difference between sales training and sales enablement. One is about learning the basics, while the other is about ongoing support that keeps you moving forward and becoming great.

Sales training and sales enablement are often tossed around like interchangeable buzzwords, but they play distinct roles in a sales team's success. Today’s guide is a short overview of the differences between the two, why they matter, and how to use both effectively to maximize your team's performance.

Table of Contents

1. What Is Sales Training?

2. What Is Sales Enablement?

3. Key Differences Explained

4. How They Work Together

5. Which Should You Focus On?

1. What Is Sales Training?

Sales training is exactly what it sounds like: a structured program that helps sales reps learn how to sell effectively. It’s all about giving new hires, and sometimes even experienced reps, the tools they need to understand the sales process, from prospecting to closing.

In sales training, reps learn:

• Sales Methodologies: Whether it’s MEDDPICC or BANT, Solution Selling, or Challenger Sales, training focuses on the process.

• Product Knowledge: Understanding what you’re selling, its benefits, features, and how it solves customer problems.

• Sales Skills: Techniques like negotiation, overcoming objections, and building rapport.

Think of sales training as the foundation. It’s where reps learn to ride the bike—where they acquire the knowledge and practice to start their journey. But, as we know, learning a skill once doesn’t mean you’ll be great forever. That’s where enablement comes in.

2. What Is Sales Enablement?

Sales enablement, on the other hand, is all about keeping the wheels spinning smoothly. It’s the ongoing process of providing salespeople with the resources, tools, content, and support they need to be successful at every stage of the buyer's journey.

Enablement covers:

• Content and Collateral: Providing reps with updated presentations, case studies, or product sheets they can use in conversations.

• Technology and Tools: CRMs, data analytics, AI-driven insights—all of which help reps work smarter, not harder.

• Coaching and Support: Continuous coaching sessions that help reps refine their skills and adapt to new challenges.

Sales enablement is like having a personal coach alongside you while you’re riding. It's what helps reps adjust to different terrains—like new market trends or changing customer behaviors—and ensures they have everything they need to win their deals.

3. Key Differences Explained

Now that we know what each term means, let’s break down the main differences between sales training and sales enablement.

• Timing: Sales training is typically a one-time or periodic event. Think onboarding or annual training sessions. Sales enablement, however, is ongoing. It’s about continuous support, providing just-in-time resources, and adapting to the changing needs of your sales team.

• Scope: Sales training focuses mainly on skill development—teaching reps how to sell, how to understand the buyer, and how to navigate the sales process. Sales enablement has a broader scope. It includes not only skills but also technology, data, and content that aids in effective selling.

• Objective: The goal of sales training is to educate. It’s about giving reps the foundational knowledge to do their job. Sales enablement’s goal, meanwhile, is to empower reps. It ensures they’re always ready, informed, and supported throughout the entire sales cycle.

4. How They Work Together

Imagine if your sales team only had training but no enablement. They’d start off strong, but over time, they’d struggle to adapt to changes, forget key techniques, or lack up-to-date materials for their pitches. Without enablement, training can quickly become outdated.

Conversely, if you only invested in enablement without any training, your team would have all the best tools, technology, and support—but without the skills to use them effectively. It’d be like having a shiny new bike but not knowing how to ride it.

When training and enablement are combined, however, you create a well-rounded system. Sales training builds the foundation, and sales enablement ensures that reps keep growing, adapting, and hitting their targets. It’s about ensuring that once reps learn to ride, they have everything they need to keep pedaling and accelerating.

5. Which Should You Focus On?

Given what you know now, I’m sure you can recognise the need for both. They serve different purposes, and together they make for a powerful combination.

• For New Teams: If you’re onboarding new sales reps, sales training is your starting point. They need to understand the basics before they can be expected to excel. But right after training, make sure enablement takes over—so they don’t lose momentum.

• For Established Teams: For a team that’s been in place for a while, your priority might shift toward enablement. Focus on providing continuous support, helping reps adapt to changes in the market, and equipping them with the latest tools and resources.

Ultimately, sales training gives your reps the fundamentals, and sales enablement helps them put those fundamentals to work in the real world—consistently, efficiently, and effectively.

Conclusion

Understanding the difference between sales training and sales enablement is key to building a successful sales team. Training lays the groundwork—it’s where reps learn the skills they need to succeed. Enablement is about empowering those reps every step of the way, ensuring they have the tools, resources, and ongoing support to keep winning deals.

In short, training gets your salespeople ready to hit the road. Enablement ensures that, no matter where that road takes them, they’ve got everything they need to go the distance.

FAQ

1. Can sales enablement replace sales training?

Not really. Sales enablement and training serve different purposes. Training is essential for building foundational skills, while enablement is all about ongoing support. You need both for an effective sales strategy.

2. How often should sales training be conducted?

Sales training should occur during onboarding, with periodic refreshers (at least annually). It’s also useful whenever a new product, process, or major market change happens.

3. What are some examples of sales enablement tools?

Examples include CRM systems like Salesforce, content management tools that store marketing collateral, and AI tools that provide insights on buyer behavior. Coaching software that tracks performance is also a key component of enablement.