Sales Training — A Topic Nobody Really Wants to Address
And why your team can’t grow without it
Written by Sergio Armani, Founder of ACG-Clinical
Let’s talk about the uncomfortable truth no one wants to say out loud:
Sales training in startup and growth-stage clinical research companies is almost always overlooked — or worse, ignored entirely.
Most reps are thrown into the field with no playbook, no coaching, and no real shot at success.
And it’s not their fault.
Founders and CEOs often tell me:
“We hired a rep, but they just didn’t work out.”
But when I ask what kind of onboarding, coaching, or structured development that rep got — the answer is usually:
“They shadowed me for a week.”
Or worse — “They followed another rep around and picked things up as they went.”
That’s not training — that’s how you inherit bad habits and shallow knowledge.
And in a trust-driven, relationship-based industry like ours, that gamble can cost you millions in missed pipeline, disqualified opportunities, and relationships that never convert.
The Hidden Cost of “Figure It Out” Culture
When companies skip real sales development, here’s what happens:
Reps confuse activity with progress — chasing volume over quality.
Messaging becomes inconsistent and reactive.
Leadership gets frustrated because deals stall, but no one can pinpoint why.
The organization burns through talent, credibility, and time.
Sound familiar?
This is what I call the “figure it out culture.”
And while it feels scrappy and entrepreneurial at first, it becomes a silent growth killer as you scale.
Why Sales Training Feels Optional — Until It’s Not
Many leaders avoid sales training because it feels like a nice-to-have — something you do once revenue is steady.
But by then, you’re already losing deals you should’ve won.
Clinical research is not SaaS.
You can’t script your way through a sponsor conversation or rely on charm to win trust with a seasoned clinical operations leader.
It takes skill, insight, and repetition — the kind only developed through structured coaching and practice over time.
The Coaching Gap
Even when organizations do have sales leaders, most act as deal managers, not coaches.
They’re chasing numbers instead of building capability.
A true coach does three things consistently:
Observes — listens to how reps position value and handle objections.
Diagnoses — identifies skill gaps and mindset barriers.
Rebuilds — helps reps reframe, practice, and improve through feedback.
That’s how you build sales muscle that lasts.
Leadership Responsibility
If you’re leading a team, your reps are a reflection of your process.
Ask yourself:
When was the last time I sat in on a client call to provide structured feedback?
Do my reps have a consistent discovery framework they can rely on?
Have I created space for ongoing learning, not just performance reviews?
If the answer is no, then the problem isn’t your people — it’s your system.
How to Fix It
Start small, but start intentionally.
Create a simple sales playbook that outlines messaging, ICPs, and process stages.
Schedule weekly coaching sessions focused on one skill at a time.
Record and review calls as a team to normalize feedback.
Celebrate improvements, not just outcomes.
When leaders model curiosity and consistency, teams mirror it back.
The Bottom Line
Sales training isn’t optional — it’s oxygen.
Without it, your team suffocates under confusion, burnout, and wasted potential.
In an industry built on relationships and trust, every rep is your brand ambassador.
Train them like it.
Call to Action
If you’re ready to move from “figure it out” to “we’ve got this,” ACG-Clinical can help.
We design customized sales coaching and mentorship programs for clinical research organizations — equipping your team with the mindset, messaging, and process to perform at a higher level.
📩 Connect with me at sergio@acg-clinical.com or visit www.acg-clinical.com to start a conversation.
Because the best sales teams aren’t hired — they’re built.
Disclaimer
The information in this publication is for general informational purposes only and should not be construed as legal, financial, or regulatory advice. Armani Consulting Group, LLC, doing business as ACG-Clinical, disclaims any liability for errors, omissions, or actions taken in reliance on this content. Please consult qualified professionals for advice specific to your situation.