Sales training aims to improve the salesperson's effectiveness when dealing with a potential customer by enhancing their product knowledge, communication and presentation skills. Generally, the better trained an individual is, the better they should be able to perform in the field. Everyone in the company should have sales training as all company employees need to understand the sales process and be productive salespeople.
Sales training improves:
- Call reluctance and prospecting - Many people take it personally when a potential customer says 'no'. Over 50% of salespeople give up at first contact if they get a 'no' from the prospect, never to go back to that prospect again.
- Communication - A good sales proposal demonstrates real value; a quote offers a price. A winning sales proposal involves communicating the benefits to the customer.
- Listening - This requires patience and a willingness to pay attention and understand another person, even when we don't agree with them.
- Closing the sale - When the buyer gives the salesperson a clear buying signal like: 'Where do I sign?' - close the deal. Upwards of 70% of sales opportunities are lost because salespeople forget to shut up!
- Sales skills - Good negotiation skills are essential as the sales process often requires compromise.
Techniques to help you conduct a successful sales training session:
- Evaluate - where the team is now, where they want to be, and how to bridge the gap.
- Use the 3 "T's" of training - tell them what you're going to cover, tell them the information they need to know and tell them what you told them as a review.
- Double-check your content.
- Get people involved in the training - using role-plays, small group activities, and demonstrations wherever possible.
- Make adjustments to your presentation - this will be continually evolving.
- Reinforce the training - repetition is essential.
- Keep to the scheduled - start and finishing on-time, and allow appropriate breaks.
- Review - to measure results and changes in performance.