The Secret to Transformational Sales Training

Before every great training, there’s a great pre-call.

I don’t mean a surface-level check-in or a quick logistics call. I mean a real conversation, one that lights you up, fills you with vision, and reminds you exactly why you do what you do.

Just yesterday, I had one of those calls. It wasn’t the training itself. It was the pre-call with the client. And it changed everything.

Because when you take the time to listen before you speak. To understand before you train. To connect before you deliver. Everything changes.

• The room becomes more than a room.
  
  
• The people become more than roles.
  
  
• And the training becomes transformational, not transactional.
  
  

If you're in sales, leadership, training, or service, this isn't just a helpful idea. It's a non-negotiable strategy for creating impact.

Let me show you why…

Why Most Training Misses the Mark

Too many sales leaders and trainers show up with a one-size-fits-all approach. They build a deck, walk through their process, and hope it sticks.

But the reality? If you’re not tailoring your message to the real-world challenges your team is facing right now, you’re wasting valuable time, energy, and momentum.

That’s where the pre-call becomes your superpower.

It’s not about checking a box. It’s about unlocking the insights that will make your training land, stick, and multiply.

The Pre-Call Mindset: Don’t Guess, Ask

Great communicators don’t just prepare their message. They prepare themselves to listen.

The most impactful trainings I’ve ever led didn’t start when I walked into the room. They started the moment I got on a call, shut my mouth, and tuned in to what the client really needed.

Here’s the truth:

 If you’re guessing, you’re risking irrelevance.
If you’re listening, you’re building trust, and trust builds transformation.

The 5 Game-Changing Pre-Call Questions I Ask Every Time

You don’t need a 60-minute strategy session to uncover what matters. You just need a few powerful, intentional questions.

Here are the five I ask on every single pre-call, and why they work:

1. “What’s the biggest opportunity or challenge facing your team right now?”

This question gets straight to the heart of what matters. It forces clarity fast.

Instead of dancing around general themes, you uncover the actual pain point or growth opportunity your team is navigating today, not six months ago.

 👉 Sometimes it’s retention.
👉 Sometimes it’s communication breakdowns.
👉 Sometimes it’s burnout or morale.
👉 But always, it’s a window into the real story.

2. “How would you describe your team culture in one word?”

Try it. One word. No rambling. Because culture reveals what communication alone can’t. The answer to this question tells you how people feel, not just what they do.

You’ll hear words like:

• “Tired.”
• “Resilient.”
• “Disconnected.”
• “Scrappy.”
• “Family.”

Each one opens up a conversation that’s more human, more honest, and more aligned with what your training needs to hit.

3. “What does a ‘win’ look like for you after this training?”

This is the difference between delivering value and creating it. When you define success with your client, you’re not just showing up with good content, you’re co-owning the outcome.

It becomes measurable. It becomes motivating. It becomes shared.

Suddenly, you’re not just a speaker or facilitator. You’re a partner in transformation.

4. “What habits are holding your team back right now?”

You want to know what’s really going on beneath the surface? Ask about habits.

This isn’t just about performance, it’s about patterns.

Are they:

• Avoiding tough conversations?
• Reacting instead of responding?
• Letting follow-through slide?

When you uncover the hidden habits, you unlock the training opportunities that actually move the needle.

5. “If I could change one thing about how your team communicates, what would it be?”

This question is magic. It reveals the pain point, the vision, and the gap all at once.

Sometimes the answer is “They talk too much and listen too little.” Sometimes it’s “They don’t speak up at all.” Sometimes it’s “They avoid feedback.”

No matter the response, it gives you a laser-focused starting point to build something relevant, helpful, and lasting.

Training That Transforms Doesn’t Start on Stage

It starts in the quiet space, before the slides, before the mic, before the team shows up.

If you’re leading a team retreat, planning a sales training, or hosting a leadership offsite, here’s the golden rule:

Don’t skip the pre-call. Don’t assume. Don’t guess. Ask. Listen. Then build.

Because transformation doesn’t come from information alone. It comes from connection.

What This Looks Like in Practice

Let me show you how this plays out:

• A regional sales manager once told me, “We just need to communicate better.” But after a pre-call, we uncovered that the real issue was inconsistency in how team members followed up with leads. That insight reshaped the training, and ultimately, their sales process.
• Another time, I was told, “Our team’s culture is strong.” But when I asked the “one word” question, the client paused, then admitted: “Exhausted.” That single word reframed everything and helped me design a session that encouraged rest, clarity, and healthier habits.

It’s not rocket science. It’s just relationship-driven communication.

The Bottom Line: Preparation = Impact

What you do before you train determines how well your message lands.

So, if you want to deliver something truly transformational:

• Start earlier.
• Dig deeper.
• Listen better.
  
  

The sales pros and team leaders who do this consistently? They don’t just improve performance, they build trust, retention, and lasting influence.

Let’s be clear:

Your pre-call isn’t a formality. It’s the most important part of your training process.

Final Challenge: Use the Power of the Pre-Call

Whether you’re a sales leader, executive, coach, or facilitator, your next opportunity to transform a room starts before you walk in.

So, before your next training, meeting, or client presentation, ask yourself:

• Have I really listened?
• Do I understand what success means to them?
• Have I uncovered the real barriers to growth?

If not, slow down and schedule the pre-call. Because how you prepare determines the impact you make.

By Jason Raitz - CEO, Speak with People  With over 25 years of experience, Jason has spoken from stages across the country, inspiring and motivating his audiences with stories, laughter, and practical tools to succeed. Book Jason for your next conference or workshop.