Boosting Closing Rates: Sales Training Exercises That Get Results

Look, if you’re reading this, you’re probably thinking, “Great, another sales training article.” But stick with me here, because what I’m about to share isn’t your typical “role-play until you drop” advice. After spending years training sales teams from startups to Fortune 500s, I’ve developed and collected exercises that actually move the needle on closing rates.

The Hard Truth About Sales Training

Let’s get real for a second. Most sales training fails because it’s either too theoretical or focuses on outdated techniques that modern buyers see right through. I’ve watched countless sales managers and leaders invest in sales training programs that look great on paper but deliver zero actual results. The exercises I’m sharing today are different because they’re based on real-world scenarios and current buyer behavior.

Exercise 1: The 30-Second Challenge

One of my favorite exercises, which I’ve used with teams over the years is called the “30-Second Challenge.” Here’s how it works:

1. Give each rep 30 seconds to pitch your product/service
2. Record it on video
3. Have them watch it back with the sound off
4. Have them watch it again with only the sound

Why this works: Body language makes up 55% of communication and sadly, and as we all know navigating sales success for remote work and particularly selling via video portals has cut down on the amount of body language we project compared to in-person sales conversations. When reps see themselves with the sound off, they suddenly understand why prospects might be disengaging. I’ve seen this exercise transform even veteran salespeople’s approach to virtual selling.

Exercise 2: The Objection Laboratory

This is where we get scientific about handling objections. If you know me, I am not a fan of “handling objections”. As my wife says, nobody wants to be “handled”.  Instead, marinate in the objections. Because this is new for many people, it is something that needs to be crafted and worked on through real role-playing.

1. Create a shared document where the team logs every objection they hear for two weeks
2. Categorize objections into themes
3. Break into small groups and have each group own one category
4. Give teams 45 minutes to develop three different approaches to marinating in the objections, in their category
5. Present back to the larger group for feedback.

What makes this different is we’re not just memorizing responses – we’re building a systematic approach to understanding and addressing buyer concerns. I’ve seen teams increase their close rates by simply marinating in objections and understanding the reason for the objection rather than the objection itself. As I firmly believe, there is no such thing as a Buyer’s Journey. The Buyer’s Journey is a lie, there is only the Buyer’s Experience through the Seller’s Journey,

Exercise 3: The Price Is Wrong

One of the biggest challenges I see consistently is price discussion. Here’s an exercise I developed after watching countless deals die during pricing conversations:

1. Split your team into pairs
2. Person A presents pricing (using your actual pricing) and then ask, “How does that feel?”
3. Person B must give three different negative reactions:
   • “That’s way out of our budget”
   • Silent shock
   • Immediate comparison to a cheaper competitor

The twist? Person A cannot immediately defend or discount. They must ask at least two discovery questions before responding to the objection.

I’ve used this exercise with enterprise sales teams selling solutions worth millions, and it’s remarkable how much confidence it builds in holding firm on pricing.

Creating a Training Rhythm

Here’s the thing about sales training exercises – they’re only effective if they’re part of a consistent program. Based on my experience working with hundreds of sales teams, here’s how to implement these exercises:

1. Weekly Skills Lab (30 minutes)

• Pick one exercise
• Everyone participates
• Record key learnings

2. Monthly Deep Dive (2 hours)

• Focus on one major theme
• Combine multiple exercises
• Include real deal analysis

3. Quarterly Reset (Full Day)

• Review what’s working/not working
• Introduce new exercises
• Celebrate wins and progress

Measuring Success

Don’t just run these exercises blindly. Track these metrics before and after implementing your training program:

• Closing rates
• Sales cycle length
• Average deal size
• Number of meetings to close
• Objection handling success rate

The Bottom Line

Look, I’ve been in this game long enough to know that no single training program is a magic bullet. But I’ve seen these exercises work time and time again across different industries and sales cycles. The key is consistency and adaptation.

Remember, the goal isn’t to create perfect salespeople – it’s to create confident, competent professionals who participate in conversational selling conversations with buyers  that do not even feel like sales conversations, and drive real results.

If you’re serious about improving your team’s performance, start with one of these exercises this week. Run it consistently for a month. Measure the results. I guarantee you’ll see improvement in both confidence and closing rates.

And hey, if you’re still reading this, you’re probably the kind of sales leader who’s serious about improvement. That’s exactly who these exercises are designed for.

Want to learn more about implementing these exercises or need help customizing them for your team? Feel free to reach out to schedule your free sales training assessment and contact us here.