You can walk into any organization in the world and get a quick sense of how well trained they are. Is this a place that demonstrates effective habits, systems and processes? How well do they deal with the simple things like starting a conversation and qualifying a question?
Training salespeople is crucial for any organization aiming to excel in the competitive
marketplace. Effective training equips sales teams with the skills, knowledge, and confidence needed to navigate complex sales cycles and deliver exceptional customer experiences.
As mentioned in the previous Blog, positioning your wider team for success starts with making sure your sales organization is set up for success.
Why is training so crucial to this success? The most successful sales organizations know that their success rises and falls on their training. I remember an organization that had not had an increase in sales for over 5 years. By implementing a clear training program over 3 months we were able to see the first signs of growth and by the end of the year we were on our way to dramatic growth.
First: Establish a Framework for Success
To grow your top line effectively, build the foundation of sales skills within your team. Driving growth without this foundation will lead to unpredictable revenues, lost sales and a revolving door of salespeople.
What does this look like?
Develop Key Sales Skills. Training hones essential skills such as prospecting, qualifying, objection handling negotiation, and relationship building.
Acquiring New Skills. Great sales training helps people acquire new skills that are necessary to go from average to great salespeople. Identify these quickly and individually.
Enhancing Existing Skills. Take their natural talents to a new level by expanding and honing these areas. It is easier to grow something that already comes easy to you, than to learn something new.
Master Product Knowledge. They should know how to talk easily about the features and benefits as well as demonstrate a deep understanding of what the product or offerings best value proposition is, in a way that makes a difference to the prospect.
Second: Tune the Engine to Improve Performance
Great salespeople can be like high performance vehicles, they need fine tuning. Understanding how this works is key to achieving high performance standards. Here are a few things to be aware of:
Understanding what drives each person and what their motivation is, is important from a management perspective, but also from a training perspective.
Understand their learning style. It is safer to incorporate all learning styles when you are training a team from Visual, to Auditory to Kinesthetic to make sure everyone can effectively learn from what you are saying.
Teach a salesperson the discipline of maximizing their efficiency and taking their skills to the next level and they can outperform a ‘talented’ person in the long run.
Training helps improve the quality of work by reducing errors and enhancing the precision of tasks which affects the downstream impact for the whole company.
Standardized training processes promote consistency in sales effectiveness.
Employees who receive regular training feel more confident which leads to increased productivity.
Investing in training shows employees that the organization is committed to their growth, which can reduce turnover rates.
Third: Invest in People for the Long Term
Having an organization that thrives not just one year, but year after year is a testament to great training. These companies understand the short term and long-term impact of investing in people and developing leaders. Why is this important?
Training helps identify and develop potential leaders within the organization, ensuring a pipeline of skilled individuals ready to take on leadership roles.
Succession planning ensures that there is a plan in place for replacing key personnel, minimizing disruptions to the organization.
Personal Growth and Development often keeps people engaged when they can become bored with the ‘success ceiling’ they have reached in other organizations.
Training builds confidence in individuals as they become more competent in their roles.
Career Progression opens up opportunities for career advancement by equipping individuals with the necessary skills and knowledge.
Fourth: Be Strategically Savvy
Making sure you have a competitive advantage is very difficult in today’s business environment. Understanding what training within your sales team and business in general can provide you with could alter the state of your bottom line. For example:
Well-trained employees can provide better customer service, leading to higher customer satisfaction and loyalty.
Training ensures that employees are knowledgeable about the products and services they are offering, which can improve sales and customer experience.
An organization of well-trained personnel is often a competitive advantage. Customers are not only happier, but you attract the best talent who want to work with you.
Organizations that invest in training are nimbler and can stay ahead of their competitors by having a more skilled and adaptable workforce.
Training fosters a culture of continuous learning and innovation, essential for maintaining a competitive edge.
Training is a fundamental aspect of growth and development for both individuals and organizations. It ensures that skills are up-to-date, improves performance, fosters a positive work environment, and helps adapt to changes and challenges. Investing in training is investing in the future success and sustainability of any endeavor.
But then HOW should I train my salespeople? 20 Keys to Great Training:
Define Success: Describe the qualities of a successful salesperson, emphasizing professionalism, empathy, and a solution-oriented mindset.
Class and Friendliness: Represent the company with class while maintaining a friendly demeanor.
Authenticity Matters: Highlight the importance of authenticity over mere performance.
Give and Receive: Meeting client needs leads to mutual benefit.
Relationship Building: Clients value relationships over transactions.
Customer Acquisition Cost: Teach about the cost of acquiring a customer and the profitability of repeat business.
Treat Every Client Alike: Focus on long-term relationship building.
Success Factors: Success comes from dealing with qualified leads and treating clients with respect.
Prescreened Clients: Work with prescreened clients ready to engage.
Special Treatment: Go above and beyond to make clients feel valued.
Attention to Detail: Stress the significance of fine details and proactive follow-up.
Positioning and Service: Clarify the trainer's role in positioning the team.
Fulfillment through Relationships: Fulfillment comes from building relationships.
Supporting Success: Ensure the team has all necessary resources and support.
Prepared Sales Presentations: Rehearse and detail sales presentations for confidence.
Lead by Example: Demonstrate confidence and professionalism in client interactions.
Strength-Based Approach: Focus on strengths and abilities when coaching.
Problem Solving Approach: Focus on understanding the cause and finding solutions, not assigning blame.
Open Support: Express readiness to assist whenever needed.
Recognition and Encouragement: Acknowledge and encourage team members regularly.
By following these steps, you position your sales team to excel in a competitive marketplace. Effective training and support not only enhances sales effectiveness but also fosters a culture of continuous improvement and client-centricity within your team.
Stephen E. Wright
Practical Business Growth Consulting
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