Dear Raghuvir, If Sales is an important department for your company, then I recommend that you accompany the salespersons and attend the sales calls. Find out what they do and do not do. How many salespersons do you have? Accompany at least 10 salespersons to attend the sales call. Training based on field observations will be 100% authentic.
Secondly, when you make field visits, observe whether the salespersons handle the sales call in the exact same fashion or if there is dissimilarity. To bring uniformity in the handling of the sales call, you need to have a customized sales process. Companies fail to improve their sales because they allow salespersons to adopt an individualistic approach. This is where sales training is essential as it is not conducted to implement the sales process.
What I have written about sales training is also true for the training of the Customer Support Staff. Sit with them and understand how they communicate with the customers.
Any training material, however superior it may be, will not address the exact needs of your organization. Field research has no parallel.
All the best!
Regards, Dinesh Divekar