Is sales training the answer?

Maybe yes, maybe no. There is no doubt in my mind that sales training delivers tangible benefits as long as the training is properly supported by a well thought-out sales strategy, competent marketing, sound processes and solid management.

But I have seen it so often. In the training room, the lessons are learned, the resolutions made, the action plans committed. But no sooner is the “happy sheet” handed back, than the old habits reassert themselves.

I ran a course for a client recently where we were focusing on the importance of setting objectives and planning sales calls properly. We finished with a role play so that the delegates could practice their new skills in a “safe” environment. As soon as the pressure went on, all the good intentions went out of the window. The carefully crafted scenario went for naught and the discussion descended into a price negotiation. I am not saying that one doesn't have to discuss price, of course you do, but if your mind-set is that all a customer wants is the best price, you will never sell to your best potential.

Driving personal change is hard. But like everything else, a framework can help. Why not go back to those old sales course notes and pick out, say two techniques that you would like to practice. Before you start any meeting, even if it is not with a new prospect, spend 15 seconds reflecting on how you might use the technique, what pushback you might get and how you might deal with the consequences of having used it.

If it helps, use the framework at the bottom of the page for the next few calls you make. If you use it properly, the discipline will become second nature and you will do it automatically.

For those of you who have never had sales training or whose skills have atrophied, Sales101 provides a number of training courses that are available online. The great thing about these courses is that you can continually review the information and test yourself as go along. More information on these courses can be found on the Online Sales Training page of our website.

If you or anyone you know needs help boosting their sales performance please feel free to forward this newsletter to them.

Happy hunting and good selling

Sales Tips

1. Listen

First rule of selling:

• Listen more than you talk!

In his infinite wisdom, The Almighty gave us:

• two ears,
• two eyes
• and one mouth.
Use them in that proportion!

2. Benefits Sell!

The features of a product or service are what it is. The advantages describe what it does, but the benefits are about what all of the above mean to the user.

3. Ask for the order!

When you are ready to close, ask “Where do we go from here?”