For sales training to be effective the content of the course needs to match your industry and your needs. Many sales training programs are very generic and run through some fairly old fashioned sales principles that are questionable today. That said there are lots of great programs out there, if you are discerning.
Three key factors to consider when reviewing whether a course suits your business:
1. What sort of training do my sales people need right now?
If you are measuring the performance of sales activities then you will know what the sales team need. If you are not measuring activity then the answer is training on measuring activity. Your CRM may schedule activity but it, can, but rarely measures the performance of the activity
2. Is the course relevant to my industry and my business?
Interview the trainer like you would an employee - ask for examples of experience, or what they would suggest in a given scenario. Take note of how they are selling to you, are they pushing what they have or genuinely trying to help you?
3. Is this sales training good value for money? In my experience price is no indicator of value in this space. Ask yourself
What does the business need from sales training?
Will this training actually deliver it?
How many sales would it take to pay for it?