RAIN Group

What RAIN Group is

RAIN Group is a sales training and performance improvement firm that teaches B2B selling, sales management and leadership. Its site title calls it a "Global Sales Training and Performance Improvement Firm," and the homepage promises "sales training and development that boosts your team's full range of sales capabilities." The company works with two kinds of buyer. Sales organizations commission training, coaching, consulting and sales kickoffs for whole teams. Individual sellers and small teams can buy RAIN Group's online, on-demand programs and learn on their own schedule. The contact section lists offices or contacts in Boston, Bogotá, Geneva, Johannesburg, London, Mumbai, Mexico City, Santiago, São Paulo, Sydney and Toronto.

The company's pitch is behavior change rather than one-off workshops. The homepage headline reads "Change Behavior, Grow Revenue, and Transform the Way Your Team Sells," and the approach is described as "Designed for real behavior change: modern, modular, and built for how adults learn." The online training page says "Course content is based on over a decade of proprietary sales research and analysis."

Online training for individuals and small teams

RAIN Group's online programs "are designed to help individual learners stay competitive and get results in a modern sales environment." The catalog on the online training page:

• Sales Mastery Program: lead masterful sales conversations, stand out from the competition, win key opportunities. The page calls it "a foundational sales course spanning 100+ lessons" and suggests starting there.
• Strategic Account Management: maximize revenue with existing accounts, develop enterprise-level relationships, protect accounts against competitors.
• Sales Prospecting: connect with the C-suite, keep the pipeline full with qualified opportunities, customize outreach.
• Virtual Selling: keep buyers engaged in virtual meetings, collaborate and build relationships virtually.
• RAIN Sales Negotiation: stay confident, close deals faster at higher margins, counter buyer negotiation tactics.
• Insight Selling: bring new ideas to buyers, shape buyer agendas, tell stories that move buyers forward.
• 9 Habits of Extreme Productivity: motivation, control of time, and planning to exceed goals.
• Winning Major Sales: plan to win from the start, qualify opportunities, follow a process for the biggest deals.
• Selling to Senior Executives: adapt to executives' priorities and buying styles, gain access to the C-suite, lead focused meetings.
• Sales Management: hire and train top sellers, keep the team motivated and accountable.
• Sales Coaching: build a consistent coaching plan and drive top performance.

Membership includes "Dozens of modules and hundreds of lessons with text and video options," assignments and resources ("Exercises, tools, ebooks, and more to help you apply new knowledge on the job"), knowledge checks in each module, and access "on desktop, tablet, or mobile." Learners "Earn a certificate of completion to celebrate your professional growth." The certificate is RAIN Group's own record of completion.

The wider content library

For companies, RAIN Group sells broader access. The homepage offers "Total Access" to its entire content library "to train, scale, and enable," and the solutions menu lists a Complete Content Library, RAIN Group Self-Study+, subscription-based sales training, and the Catalyst Enablement Platform. These are the routes for an organization that wants a sales training library it can roll out to its own people, rather than a single course for one seller.

The company also offers AI sales tools under the name RAIN Sales AI Suite, made up of Conversation AI, Planner AI and Measure AI, along with a Sales Assessment.

Team training, coaching and leadership

Team programs follow the same topics in instructor-led form: Consultative Selling, Insight Selling, Strategic/Key Account Management, Sales Prospecting, Winning Major Sales, Sales Negotiation, Productivity, Virtual Selling and Selling to Senior Executives for sellers, and Sales Management, Sales Coaching, Productivity and Coaching for Action & Accountability for managers. The homepage describes each in three lines; Consultative Selling, for instance, teaches sellers to "Lead masterful sales conversations from beginning to end," to "Craft a value proposition that resonates with buyers," and to "Overcome buyer objections and inspire action."

The premium executive program is the C-Suite Sales Accelerator, an "immersive executive-selling experience led by real CxOs." Participants learn "the financial and strategic priorities that drive senior decision-makers," build executive presence through realistic C-level selling practice, and get "real-time feedback from real-world CxOs who've been in the buyer's chair."

Around the training sits a delivery approach that the site breaks into sales transformation, team assessment, virtual training, sales training reinforcement and train-the-trainer. Leadership development is a separate line. For managers it covers First-Time Manager Essentials, Managing High-Performing Teams, Coaching for Peak Productivity, the Extreme Productivity Program and a Leadership Accelerator; for senior leaders, Executive Leadership Development, Leading Through Change, Leading in the AI Era and Innovative Leadership. The homepage promotes Experiential Leadership Development as a way to "build capable, confident leaders across every level of your organization."

Industries and clients

RAIN Group organizes its industry work into professional services (accounting, consulting, engineering and architecture, law), financial services (banking, financial services, insurance), technology (IT, software, telecommunications), life sciences (biotechnology, medical devices, pharmaceutical) and other complex B2B sales such as industrial and manufacturing and oil and energy.

The homepage names client goals beside client names: increasing conversion rates for Bright Horizons, growing strategic accounts for Woodard & Curran, improving sales cycle times for Toyota, and increasing referrals for RQM+. A testimonial from James Hourigan, National Sales Director at Optus SMB, describes a Virtual Sales Academy that RAIN Group built "covering 20 different sales competencies in 90-minute virtual sessions over a 12-month rolling calendar," using "a mixture of virtual classroom live delivery, interactive digital reinforcement, and eLearning." Yvonne Lynch, VP at Bright Horizons, says RAIN Group "took the time to understand our business, our approach to sales, and how our team is structured," and used examples relevant to her company.

The homepage also says RAIN Group is ranked by Selling Power and Training Industry, and describes its programs as "award-winning sales training and education designed to sustain long-term results and learning."

What learners say

On the online training page, Mike Pool, a Mid Market Acquisitions Rep. at Rackspace, says the program "has armed me with a comprehensive approach to building relationships with clients and closing more deals." Maureen Costello, President of Image Launch LLC, values "the continuing support from top-level professionals" in making the learning stick. Randy Herrera, a Client Partner at a global management consultancy, says he used a formal goal planning tool for the first time and set "a 30% growth goal" for his revenue target.

Prices and free resources

The site lists no prices for the online programs or team training; buyers start from a contact form, and phone numbers are listed for several offices. The learning library is free to browse: a blog, white papers, research reports such as the B2B Sales Challenges Report and The Top-Performing Seller, books, videos, webinars, and downloadable sales tools, including The Renewal Price Conversation Toolkit, a guide to value-based selling, and an infographic of 30 sales prospecting stats.

Who it suits

RAIN Group suits B2B sellers who want a structured, research-based method for complex sales, starting with the Sales Mastery Program and moving into prospecting, negotiation or account management. Sales managers have their own management and coaching courses. It fits sales organizations in professional services, financial services, technology and life sciences that want training followed by reinforcement and coaching, and companies that want a full content library or a train-the-trainer model so they can run the program internally. Teams that sell to senior executives have a dedicated executive-selling track.

It is a narrower choice for someone after general business training, since everything here centers on sales and sales leadership, and for buyers who want to compare prices online before talking to the company.