In the past, event-driven, one-off training events have been ‘the thing’. These events can be valuable in building culture, developing relationships, and aligning goals. But the truth is, the impact of this kind of training on performance has been proven to be negligible.
What really works is an ongoing, team-based approach to learning, one that encourages consistent practice, peer feedback, and real-time application.
Here’s why team- and peer-based practice works:
The Power of Collaboration
Leveraging both team and peer-based learning is a key to sustainable sales success. Team-based learning allows for shared experience across a larger group. This enables us to gather “stories from the field” that highlight different strategies, challenges, and creative problem-solving from multiple perspectives. As our friend Dan Schoepf is fond of saying “None of us is smarter than all of us.”
Peer-based learning offers a setting where reps can dive deeper into specific situations they’ve encountered, getting actionable insights on how to improve from each other.
Feedback and Practice in Smaller Groups
Small group feedback sessions allow for more precision in coaching. In these settings, feedback can be more personalized and specific to the real-world scenarios each team member is navigating. Whether it’s client and prospect call reviews or role plays, smaller groups provide the space for sales reps to hone their craft in a more focused way.
Stories From the Field in Larger Groups
Larger group sessions are fantastic for broader learning. Sharing stories from the field—both wins and losses— teaches sales teams how to adapt to varying situations. These stories give context, helping reps understand what works in the wild and what doesn’t, especially in complex, multi-stakeholder environments.
Iterative Cycle of Learning
Consistently high-performing teams embrace an iterative cycle of playbook development, individual application, peer review, and practice to drive performance. Through this process, each team develops its own approach to peer learning, which means practice doesn’t happen in isolation. Instead, it becomes embedded in real deals, real account work, and real interactions.
Here are just a few of the ways we build practice right into daily work:
- Call video reviews
- Sales document reviews, like call prep worksheets and follow-up emails
- Role plays focused on discovery, storytelling, and getting commitments to next steps
- Self-recording of talk tracks
The most significant driver of success isn’t knowledge—it’s the application of knowledge. Consistent practice, combined with feedback from peers and leaders, creates muscle memory. Over time, teams develop a more confident, flexible approach to managing sales conversations, adapting to buyer needs, and navigating complex deals. Ultimately, it’s team-based iterative practice that truly builds high-performing sales teams.