If you’ve ever paid for sales training and still found your team stuck in the same old habits… you’re not alone.
You’re energetic after the session. There’s applause. Maybe even a group photo.
Then 30 days later, it’s like nothing ever happened.
No pipeline growth. No consistent outreach. No spike in deals closed. Just vibes.
So what’s going wrong?
Let’s break it down.
The Harsh Truth: Most Sales Training Doesn’t Stick
Over the last few years, we’ve reviewed and redesigned training programs for more than our fair share of sales teams across Africa — from fintechs and FMCGs to social enterprises and cloud businesses.
Here’s what we’ve found:
1. It’s too generic
Sales teams get dumped with recycled content. The same “ABC: Always Be Closing” clichés. No context. No tailoring. No real resonance with what the team is selling or who they’re selling to.
2. It’s not embedded into actual work
Learning happens around the work, not inside it. Training becomes a separate event, not something that shifts the way people show up daily in pipeline meetings, prospect calls, or territory reviews.
3. There’s no follow-through
Even if the content is solid, teams are left to “figure it out” post-training. Without reinforcement, accountability, and coaching — nothing changes.
4. It assumes the problem is the rep
But often, it’s the strategy, the systems, or the leadership approach. You can train a salesperson to run faster — but if they’re pointed in the wrong direction, it doesn’t help.
What We Do Differently at B4B
At B4B, we don’t see sales training as a motivational event.
We see it as a revenue transformation intervention — and we treat it that seriously.
Here’s what makes our approach work:
1. Diagnosis Before Prescription
We don’t show up with a deck. We start with a Revenue Diagnosis — a deep dive into your pipeline, process, people, and revenue data. We identify exactly what’s holding your team back and where the biggest wins are.
No guesswork. No templates. Just sharp insights.
2. Sales Training as Systems Design
We train people, yes — but we also build or fix the system around them:
- Deal stages that actually reflect your buyer’s journey
- A pipeline review structure that drives action
- Sales tools that your reps will actually use
- Manager coaching that reinforces learning weekly
Training is only 20% of the lift. Systems do the rest.
3. Tailored Playbooks, Not Lecture Slides
Every company gets a custom sales playbook: prospecting scripts, qualifying questions, pipeline workflows, follow-up cadences — based on your market and sales cycle.
We arm your team with tools, not just theories.
4. Coaching and Accountability Loops
Our work doesn’t end when the workshop ends. We offer post-training support, including team coaching sessions, performance tracking, and manager enablement.
Because we know change doesn’t happen in a day — it happens in the daily.
The Results?
Here’s what some of our clients have achieved after implementing B4B’s sales interventions:
- A fintech startup improved weekly demos by 4x in 60 days.
- A cloud services provider doubled sales team performance through pipeline reviews and follow-up systems
- A savings & loans company reversed a 3-month decline in active clients through field sales reinforcement
Final Thoughts
Sales training shouldn’t be a “one-and-done” workshop. It should be a catalyst for consistent, measurable revenue growth.
That’s what we believe. And that’s what we deliver.
Want more revenue insights?
We share real stories, frameworks, and tools every month in our newsletter, Revenue Mechanics. It’s built for founders, sales leaders, and anyone who cares about driving real growth. Subscribe now to start getting smarter about sales — the B4B way.
