Where’s the best place to focus training efforts, sales or product? BTM Event: Close.io’s Steli Efti

Building the Sales Machine (BTM) Event Series: we post clips of the best questions that where answered during our live events, so you can take the best ideas back to your teams and companies for further discussion.

Training on sales or training on product? (37:54)

  • Prioritize for effectiveness
  • A new sales person does not have to answer all questions
  • You don’t have to train them for 6 months
  • A simpler approach is to show them the product, show them why its great, and focus on top 20 common questions
  • Focus on training them for the main questions they’ll get
  • Train your sales people to be reasonable and tell your clients when they don’t know the answer
  • Teach your sales people to ask ” What would you like the answer to be”?
  • Put your sales people in front of the clients while they’re using your software?
  • Teach them that the customer is truly important


Steli Efti dropped out of high school, taught himself to be an entrepreneur, is a life-long learner, and the founder of Supercool School, VibaTV and SwipeGood. As an alumni of Y Combinator, Steli is the CEO and co-founder of ElasticSales and Close.io. As if this isn’t enough already, Steli also advises startups and is the author of “The Ultimate Startup Guide To Outbound Sales.” You can find him on twitter here , or on linkedin here.