Abstract:

This study examines the developmental needs of sales personnel and their perceptions of sales-related learning in the workplace. Drawing on a mixed methods data set collected from Finnish sales professionals; the study provides insights into the competencies that require further attention in contemporary sales work. As sales roles evolve—partly due to digitalization and the reduced frequency of direct customer interactions—the occasions in which face to face encounters occur have become increasingly critical, heightening the importance of effective sales skills across business contexts.

Survey data from 257 respondents showed that key educational needs were concentrated in areas such as upselling, resilience, sales pitching, and managing conversational flow with customers. When participants were invited to identify additional areas for self development, thematic analysis revealed three overarching themes:
(1) self leadership and time management,
(2) communication and interaction skills, and
(3) resilience and motivation.
Complementary interview data provided deeper understanding of these themes.

The paper concludes by offering recommendations for enhancing workplace learning in sales both in the short and long term. These suggestions emphasize the importance of structured, continuous learning practices that support sales professionals’ competence and development in a rapidly changing business environment.

Keywords:

Workplace learning, Sales development.