Research shows that sales training can increase your sales by 30%. If your whole organization knows what you sell and how to sell it, your sales will grow. If you have a referral network or program, training them on the target market and the specific pitch can result in a much higher ROI from that channel. And isn't that what you want ultimately? To have your employees and channel upselling and cross-selling your services? They need Product training; Exploratory skills; and Inter-personal skills. Do they have them? How do you plan to hone them?