One of the challenges sales trainers face is getting clients to buy into what really must be done to improve a situation. To be effective at this, we must engage all levels of an organization to learn about its culture and mission, which in turn helps us better comprehend a client's goals. People want to hire a sales trainer who listens to - and hears - what they have to say. To come up with the right plan of action, you must interview not only the person hiring you but also the sales manager and some, if not all, of the sales team. Make sure you do not shy away from difficult topics.