# How to Create Sales Certification Programs
For Australian small to medium businesses, a sales certification program is the bridge between "having a go" and building a high-performance revenue engine. It ensures every team member, whether in Brisbane or working remotely, represents your brand with consistency and possesses the technical skills to close deals effectively.
By formalising your sales training into a certification, you create a clear benchmark for excellence, reduce onboarding time for new hires, and provide your existing team with a tangible sense of professional development.
Prerequisites
Before you start building your program, ensure you have the following ready:- A defined sales process: A clear map of your customer journey from lead to close.
- Product/Service documentation: Up-to-date details on what you sell, including pricing and Australian consumer law guarantees.
- A Learning Management System (LMS): Or at least a structured way to host content (e.g., Google Drive, Loom, or a dedicated platform like Trainual).
- Defined KPIs: What does a "certified" salesperson actually achieve?
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Step 1: Define Your Learning Objectives
Start by identifying exactly what a salesperson needs to know to be successful in your specific niche. Don't just aim for "selling more"; aim for specific competencies. What you should see: A list of 5-10 core competencies, such as "Can handle price objections regarding GST-inclusive quotes" or "Can demonstrate the software's three core features in under 5 minutes."Step 2: Audit Your Existing Sales Materials
Gather all your current scripts, pitch decks, and email templates. Review them to ensure they align with your current brand voice and Australian regulations.Pro Tip: Look for your top performer's "secret sauce." If your best salesperson in Sydney has a specific way of explaining ROI, document it and make it part of the certification.
Step 3: Structure the Curriculum into Modules
Break the training down into digestible chunks. A standard sales certification should typically include:- Company & Culture: History, values, and the Australian market position.
- Product Knowledge: Features, benefits, and technical specifications.
- The Sales Process: Prospecting, discovery, demo, and closing.
- Tools & Tech: How to use the CRM, LinkedIn Sales Navigator, or invoicing software.
- Soft Skills: Active listening, empathy, and objection handling.
Step 4: Create Engaging Multimedia Content
Nobody wants to read a 50-page PDF. Mix your formats to cater to different learning styles.- Video: Record short (2-5 minute) clips of you or a senior lead explaining concepts.
- Audio: Record real (anonymised) sales calls to show what "good" sounds like.
- Written: Use checklists and cheat sheets for quick reference.
Step 5: Develop the Assessment Framework
How will you prove they've learned the material? Use a mix of:- Knowledge Checks: Multiple-choice quizzes at the end of each module.
- Role-plays: A live or recorded simulation where the rep must handle a difficult prospect.
- The Final Exam: A comprehensive test covering the most critical business rules (e.g., ABN verification or contract signing procedures).
Step 6: Set Up the Passing Criteria
Decide what constitutes a "pass." For product knowledge, you might require 90%, while for soft skills, a qualitative rubric might be better. Common Mistake: Making the pass mark too low. If a rep only knows 70% of your product, they are a liability in front of a sophisticated Australian B2B buyer.Step 7: Build the Certification Assets
Create a sense of achievement. Design a certificate (Canva is great for this) that the employee can display on their LinkedIn profile or office wall. What you should see: A professional-looking template including the employee’s name, the date of completion, the Local Marketing Group logo (or your own), and an expiration date (usually 12 months).Step 8: Pilot the Program with a Senior Rep
Before rolling it out to the whole team, have your most experienced salesperson go through the certification. Ask them for feedback on what was too easy, what was confusing, and what was missing from the "real world" of sales.Step 9: Launch and Track Progress
Roll the program out to your new hires first, then phase in existing staff. Use your CRM or LMS dashboard to track who has started, who is stalled, and who has completed the certification.Step 10: Implement a Recertification Cycle
Products change, markets shift, and habits fade. Set an annual or bi-annual recertification date. This ensures your team stays sharp on new features or changes in Australian consumer trends.---
Tips for Success
- Gamify the process: Offer a small bonus or a "President’s Club" lunch for those who complete their certification ahead of schedule.
- Keep it practical: If your sales team spends all day on the phone, don't make them write long essays for the certification. Focus on verbal assessments.
- Align with Marketing: Ensure the sales certification uses the same terminology as your marketing campaigns to provide a seamless customer experience.
Common Mistakes to Avoid
- The "Set and Forget" Trap: Creating a program and never updating it. If your pricing changes and the certification still teaches the old rates, you'll lose trust with your team.
- Overwhelming Content: Don't try to teach everything in one day. Spread the certification over the first two weeks of employment.
Troubleshooting
- Low completion rates: The content might be too dry or the platform too difficult to use. Try shorter videos and mobile-friendly quizzes.
- Reps passing the test but failing in the field: This suggests your assessment isn't rigorous enough. Increase the weight of the "live role-play" component of the certification.
- Technical glitches: If your LMS is crashing, ensure all video files are compressed and hosted on a reliable CDN like Vimeo or YouTube (set to private).
Next Steps
Now that you've built your certification framework, it's time to ensure your lead generation is keeping your newly certified team busy.- Review your Lead Management Process.
- Integrate your certification milestones into your CRM.
- If you need help building out a high-performance sales and marketing engine for your Australian business, contact the experts at Local Marketing Group.