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Sunday, November 27, 2022

Anna Hiett – How to create, scale & evolve a sales training programme from scratch


There was a time when organisations might have 100’s of people in their sales team, but no organised internal sales training function. 

Fortunately, over the last 10 years more and more organisations have made the connection between a well organised sales training function and their ability to reduce the time it takes to get new members of the sales team productive. 

Yes as more companies invest in sales training / enablement teams the more individuals that have to build their training programs from scratch. 

When starting a sales training program from scratch where you do start? 

Do you launch quickly with an MVP or spend lots of time building a finished program?

How do you engage managers in both sending their team members? 

Should managers and internal subject matter experts be part of the program delivery?

In this interview we aim to answer these questions and more. 

Anna Hiett has spent over 10 years creating an running award winning programs in both green field, high growth, post merger environments.

Key Areas of Discussion with Anna:

  • How to start the process of building a sales training program from scratch.
  • How to evolve your training program to reduce classroom time and increase “on the job learning”.
  • Why using internal subject matter experts keeps training programs relevant and “real”.
  • Training your sales leaders to support training follow-up and assessment.
  • Building a library of  “best in class” recordings of sales calls, video meetings. 
  • Why running a regular cycle of “updates” or “briefings” helps solve current sales challenges and increases internal stakeholder engagement. 
  • How to implement an exec coaching program for sales leaders.

About Anna Hiett:

Anna has spent over 10 years creating, delivering and evolving sales training programs through multiple mergers, acquisitions and business model changes. 

Currently Anna is an exec sales coach for Finastra, a global leader in financial services technology. 

Prior to this role she led Finastra’s sales training function, supporting the 750+ sales team across multiple countries and product lines. 

Under Anna’s leadership, Finastra won a 2018 ‘Princess Royal Training Award’, for outstanding innovation in training and development programmes that drive measurable business results. 

Prior to Finastra (formerly Misys/Turaz), Anna was Sales Operations Manager at Thomson Reuters Trade & Risk Management, where she supported a global sales team of 70+, operating with multiple languages, cultures and currencies. There, she defined, created and implemented automated business processes.

Anna‘s Dream App:

Anna would love an app that gamified client engagement through a sales process. Whilst gamification already exists on the “seller” side, Anna would love a way to gamify “buyer” engagement during the sales process.

Anna‘s Book of Choice:

The Challenger Sale – by Brent Adamson & Matthew Dixon

Anna likes how it encourages sales professionals to not only uncover the needs of the clients, but actively advise a client about different solutions that might get the client what they want.   Importantly this also includes challenging a buyers existing assumptions and though processes.


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