How Much Does Sales Training Cost?

What is the average cost of B2B sales training?

As a busy Sales Directors, Training Manager or Sales Leader we want you to understand where possible the typical price range and investment for B2B sales training. This answer to this question helps understand the budgetary requirements for team development and strategic support and to set realistic financial expectations.

What factors influence the cost of B2B sales training?

You probably are keen to identify the variables that impact the pricing of sales training. Factors that affect to pricing for your solutions may include the level of customisation, the duration of the program, the size of the sales team, and the reputation and experiences of the training provider. Understanding these influences allows you to assess the value and suitability of different offerings.

Are there cost-effective alternatives to traditional B2B sales training?

You may wish explore whether there are cost-effective alternatives to traditional sales training, consultancy and interventions. We hope to explore more around the risks, pros and cons and not challenging yourself and the team to explore more about the changed B2B sales environment.

We hope you can gain insights into the pricing landscape of B2B sales training, enabling well-informed decisions that align with your organisation’s budget and training needs.

What is the cost of B2B Sales Training?

Determining the average cost of B2B sales training is a common quest for sales directors looking to enhance their team’s performance and overall success. However, arriving at a concrete figure can be challenging, primarily due to the highly individualised nature of training requirements. While there isn’t a one-size-fits-all answer to this question, understanding the factors that influence the cost can provide valuable insights for budget planning.

Sales training needs can vary significantly from one organisation to another. The size of the sales team, their existing skill levels, the complexity of the products or services being sold, and the industry in which the business operates all play a pivotal role in determining the cost of training. Furthermore, the level of customization and depth of the training program, as well as the reputation and expertise of the training provider, are key factors that contribute to the overall price tag.

A starting point for budgeting for B2B Sales Training

To offer a starting point for budget planning, it’s beneficial to consider a reference point. For instance, Plan Grow Do’s Core B2B Sales Training typically costs around £600 (plus any relevant local taxes) per head across a 2-day intensive or 3-day programme.

While this figure can provide a helpful benchmark, it’s essential to remember that it represents just one option among many. The actual cost an organisation may incur for B2B sales training will depend on its unique circumstances, needs, and objectives.

Typically speaking, all of our more tactical training days and workshops require an investment of around £2000 per day.

For example, our strategic work follows a proven framework of sales excellence. This framework has supported change across the Globe for leading sales organisations and applies insight from the changing buying and selling environment to ensure your sales function is operating in the best way possible. Our Strategic work is always more bespoke and unique to your business challenges and the level of intervention can vary.

Our B2B Sales Excellence Assessment for example is available from £500 (plus any relevant local taxes) and will provide a snapshot of your teams’ opinion of the business, the process and the behaviours that happen today. 

For a more robust roadmap and validation of this assessment, this usually requires an investment of £6000 upwards along with the usual travel and supplementary expenses.

B2B sales training
B2B Sales Agency

Strategic B2B Sales workshops

In essence, the average cost of B2B sales training is an elusive figure, as it is highly contingent on specific variables. Therefore, sales directors should approach budget planning with flexibility, recognising that the investment in training is a strategic decision tailored to their organisation’s particular requirements. By assessing their training needs comprehensively and evaluating various providers, sales directors can ensure that their investment aligns with their goals and leads to improved sales team performance.

As a place to begin your budgetary planning however, an indicative price starting from £2000 per day (plus usual supplementary expenses) should be a good guide.

What factors affect the cost or price of B2B Sales Training?

The cost of B2B sales training is a variable that can significantly differ from one organisation to another, primarily due to a range of influential factors. Understanding these factors is crucial for businesses seeking to invest in sales training that aligns with their unique needs and goals. Here are some key elements that influence the cost of B2B sales training:


The level of customisation required in a sales training program is a paramount factor in determining its cost. Tailoring training materials and exercises to address specific industry challenges, sales team skill gaps, and organisational objectives often involves more intensive preparation and personalisation, which can increase the overall cost.

Level of Intervention (Training vs. Consultancy)

Another critical consideration is the extent of intervention needed. Some organisations may primarily require traditional sales training, which focuses on imparting skills and knowledge. In contrast, others may seek a more comprehensive approach involving consultancy services that analyse existing processes, provide strategic guidance, and implement tailored solutions. The depth and breadth of intervention play a significant role in cost determination.

Size of Team

The size of the sales team undergoing training directly impacts the overall cost. Larger teams require more resources, materials, and potentially additional sessions. Sales directors must factor in team size when planning the budget for training initiatives.

Duration and Depth of Training

The duration and depth of the training program also influence costs. Lengthy and in-depth training programs, such as multi-day workshops or extensive courses, typically come with a higher price tag. However, these programs may offer more comprehensive skill development and knowledge transfer.

Training Provider Reputation and Expertise

The reputation and expertise of the training provider play a significant role in cost determination. Established providers with a proven track record and a team of seasoned experts often charge premium rates. While this may result in a higher upfront cost, it can also lead to more effective training outcomes and a stronger return on investment. Plan Grow Do are proud to have supported some of the Worlds’ most recognised brands specialising in the European and North American oil & gas, manufacturing and lubricant market.

The cost of B2B sales training is a multifaceted consideration that hinges on various factors. Organisations must carefully assess their specific needs, objectives, and budget constraints while taking into account these influential elements to determine the most suitable training program that aligns with their goals and resources.

Be sure to check out some of our training approaches and please do contact us if you have any questions.

Are there cost effective alternatives to investing in B2B Sales Training?

In the ever-evolving landscape of B2B sales, staying competitive demands ongoing learning and adaptation. While traditional B2B sales training programs have proven their worth, organisations should also consider cost-effective alternatives to ensure they remain agile and responsive to changing buyer dynamics.

Risk of Doing Nothing

One cost-effective alternative to traditional sales training is to do nothing and maintain the status quo. However, this approach carries significant risks, especially in today's B2B environment. The B2B buyer has evolved, becoming more informed, discerning, and digitally savvy. Failing to address these changes and adapt sales strategies accordingly can lead to missed opportunities, decreased revenue, and ultimately, loss of market relevance.

Focusing Solely on Outdated Tactics

Another risk is relying solely on outdated sales tactics. While these tactics may have worked in the past, they often no longer resonate with the modern B2B buyer. Focusing on antiquated methods can result in stagnant sales, frustrated sales teams, and eroding customer relationships. Embracing cost-effective alternatives ensures that sales professionals are equipped with contemporary skills and approaches that align with buyer expectations.

Appreciating the Benefits on ROI of Training

When considering cost-effective alternatives, it's essential to appreciate the benefits of ROI that effective training can deliver. B2B data underscores the correlation between training investments and increased profitability. Organisations that invest in comprehensive sales training enjoy higher profit margins, improved sales productivity, and greater customer satisfaction. This not only justifies the cost but also emphasises the potential for long-term financial gains.

One such cost-effective alternative is leveraging online learning platforms and resources. These platforms offer flexibility, scalability, and cost savings compared to traditional in-person training. Additionally, micro-learning modules, virtual workshops, and self-paced courses allow sales teams to continually update their skills and adapt to the changing B2B landscape without significant budgetary constraints.

In conclusion, while cost-effective alternatives to traditional B2B sales training do exist, it’s crucial for organisations to assess the risks of inaction and reliance on outdated tactics. The evolving B2B buyer and the undeniable benefits on ROI associated with effective training underscore the importance of investing wisely in sales education and development to remain competitive and successful in today’s marketplace.

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