Sales Training: Key Findings
- Co-design training with clients to reflect their language, industry, and strategic priorities. It’s important for relevance and adoption.
- Reinforce learning beyond the workshop using post-session coaching and tech tools that connect training to real deals.
- Build programs to scale globally by using a modular, multi-modal delivery model that flexes to regional and role-specific needs.
Customer expectations are higher than ever.
According to Zendesk, 73% of consumers will switch to a competitor after multiple bad experiences.
For large companies, that makes every sales interaction critical. Each one ties directly to retention and revenue.
It's the reason top brands choose RAIN Group, not just for training, but for partnership.
Big organizations today want transformation at scale, the kind that connects training with strategy, culture, and long-term growth.
In this interview with DesignRush, Andy Springer, chief client officer at RAIN Group, shares what enterprise clients are really looking for in a sales training partner.
He also explains how RAIN Group creates measurable, sustainable change through a tailored, research-backed approach built for scale.
Who is Andy Springer?
Andy Springer is the Chief Client Officer at RAIN Group, a global sales training and performance improvement company. With over 18 years of experience in high-performance sales and leadership, he has helped thousands of enterprise teams drive measurable growth through customized, tech-enabled training programs. He is also the co-author of Virtual Selling and a frequent speaker on sales transformation, customer experience, and the evolving role of AI in sales enablement.
Many enterprise clients view RAIN Group as an extension of their own teams. Their programs don’t stop at training; they help organizations turn strategy into daily habits that drive real, measurable results across every region.
How RAIN Group Structures Training for Impact
Enterprise clients expect programs that feel built just for them. RAIN Group structures its process around three key phases to make sure training leads to real change.
1. Craft: Tailoring From the Ground Up
Customization is non-negotiable for global clients. Each Craft phase starts with collaboration, making sure the program reflects the client’s unique context.
This includes incorporating company-specific terminology and adapting to how their teams actually sell.
"Rather than offering a generic solution, we partnered with them to design a program aligned with their industry, sales roles, and strategic priorities," Springer says.
This upfront investment is what positions RAIN Group as a transformation partner, not just a training vendor.
2. Deliver: Modular, Multi‑Modal, Built for Application
Next comes Deliver, where the program moves from design into action.
RAIN Group uses a flexible, modular delivery model that supports global rollouts while staying adaptable to regional and team-specific needs.
Key elements include:
- Pre-work like short videos, micro-learning, and assignments that prep participants ahead of live sessions
- Interactive workshops, delivered virtually or in person, focused on application, role play, and feedback
- A structured learn → practice → apply → refine model that ties everything back to real deals
This approach builds skills that teams can use right away, regardless of region or team size.
3. Enable: Reinforcement, Coaching & AI-Driven Support
The final and most critical phase is Enable, focused on helping new behaviors stick.
After training, Rain Group provides:
- Coaching sessions tied to actual, in-progress sales opportunities
- Tech-powered reinforcement through the RAIN AI Suite, including Conversational AI, Planner AI, and Measure AI
- Ongoing measurement of learner confidence, application, and improvement at the team and individual level
These tools close the gap between learning and execution.
As Springer puts it, the goal is to create a measurable shift in how sales teams perform every day.
How to Win Enterprise Clients
Winning enterprise clients often comes down to differentiation.
For RAIN Group, the advantage lies in proving that customization and measurable impact go further than one-size-fits-all training.
In a recent engagement, RAIN Group stood out by:
Delivering a tailored transformation, not just a “training program”
Combining proprietary research with a modern, multi-modal delivery model
Highlighting its Execution Assurance process, which ensures measurable, repeatable outcomes
"What set us apart was our combination of our proprietary research, a modern, multi-modal delivery model, and our Execution Assurance process.
These elements ensured not just training, but real, measurable impact on sales performance," Springer says.
In short, Rain Group pitches outcomes first, not content.
Adapt for Complex, Global Sales Environments
Selling high-value solutions across regions requires both flexibility and consistency. RAIN Group’s model is built for that balance, featuring:
- A modular design that can be adapted by region without breaking coherence
- Tech-enabled delivery, where micro-learning, virtual workshops, and AI reinforcement reduce travel cost and time zone friction
- Measurement tools built on their Center for Sales Research, benchmarking against top performers to keep strategies aligned with evolving buyer behavior
“We research both sellers and buyers, we’re able to track how buying behaviors are evolving … ensuring strategies remain relevant and aligned,” Springer says.
This global-ready architecture allows RAIN Group to deliver transformation at scale, tailored to each local market.
How Working With Top Clients Has Sharpened the Model
Partnering with large, global clients has pushed RAIN Group to continuously elevate how it designs and delivers training.
Customization now goes far beyond surface-level branding. Programs must reflect the client’s real challenges, language, and performance metrics.
Facilitators, too, need deep understanding, not just of sales, but of the client’s specific industry.
Just as importantly, measurement is built into every step.
“We measure pre‑ and post‑training confidence, learner application, and skill improvement … We align this data at the individual, team and organizational levels to track performance improvement and demonstrate clear ROI,” Springer explains.
By connecting training to real performance data, Rain Group makes sure clients can see the progress.
Sales Training for Enterprises: Frequently Asked Questions
What makes tailored sales training better than off-the-shelf programs?
Tailored training speaks your language and fits your sales reality so teams actually use it. Off-the-shelf programs often miss the mark.
How do you make sure training drives real revenue?
RAIN measures key sales metrics before and after, then reinforces learning with coaching and AI tools to drive behavior change that sticks.
Can training stick in large, global teams?
Yes. RAIN's modular approach blends micro-learning, live sessions, and local coaching built for global reach, tailored for local needs.
What does the RAIN AI Suite actually do?
It helps sellers practice, plan, and track progress on real deals, keeping learning alive long after the workshop ends.
