Your sales training is probably teaching the wrong things. Most onboarding focuses on scripts, objections, and talk tracks. But those only work if your reps understand three fundamentals first. Who they’re selling to What problem the offer actually solves How your sales system moves a buyer from interest to decision Miss one of these, and even talented reps struggle. I once worked with a company where new hires memorized pitch decks in week one. But when prospects asked deeper questions, the reps froze. They didn’t fully understand the ICP or the real problem the product solved. Once the training shifted to mastering the buyer, the offer, and the sales process, close rates climbed quickly. Not because the reps talked more. Because they finally knew what mattered. If you lead a sales team, try this today: Ask one rep to explain your ICP, your offer’s core problem, and your sales process. If the answer is fuzzy, your training gap just revealed itself. We break this down e...