The success of your sales team determines the success of your business. Regardless of how good your product or service is, how smart your marketing is, or how deep your pocket is, you don’t have a business if you don’t have buyers.
You can reasonably assume that developing a high-performance sales team is one of the highest priorities within an organization. Yet some inexplicable, sales training is one of the most overlooked aspects of developing sales organizations, resulting in a continuous churn of sales professionals who ultimately spend the time and capital of businesses.
We have interviewed sales leaders across the country in an effort to understand this apparent oversight. And we have found that sales leaders are often sales reps, who have been promoted to management positions, but they themselves do not receive enough sales training, and thus do not know how to distribute it to their teams. These sales leaders are pressured by senior leadership to make their numbers and get overwhelmed at the prospect of coaching their sales teams because they don’t know where to start.
Thankfully, sales training does not need to be complicated or expensive and only requires frequent investment for a short period of time to achieve results for individual sales professionals and the organization as a whole.
Here are three simple steps to train your sales team and maximize their collective potential.
1. Help them understand who they are
Sales are one of the few areas with very low barriers to entry; No formal degree or certificate is required before hiring someone in a sales role. I have also heard that if you are not qualified for anything else, you are eligible for sale.
This means that there is a lot that a savvy sales leader can do to develop the raw talent of their sales staff. One of the easiest steps is to help each person on your sales team discover the unique skill set they bring to the team. You can go as deep as you want with it, but I usually recommend providing a mixture of strength and personality assessments.
With the assessment in hand, sit down and go over the results together. This is a good time to ask your team member if the results are lined up with them or how they see themselves, or if the results came as a surprise. You will be surprised how much you learn about each other, which amounts to a 30-minute investment in your sales professional.
This exercise is incredibly helpful to the sales leader. Taking a list of your team’s strengths helps you know in which position to deploy. This creates massive value-additions for your sales professional, which goes a long way towards cultivating warm feelings of belonging and loyalty.
2. Help them fit into the organization
Gallup reports that about 70% of workers are displaced from the work they are paid to do. One reason for this is that apart from salary, many employees do not feel personally connected to the business – that is, they do not see how their effort is helping the business or helping to make the world a better place. Has been doing. Connect your sales staff’s personal efforts to the big picture (business, customer, world) to inspire and motivate your sales team.
Savvy sales leaders will use information about individuals on their sales teams, personality strengths, motivation, experience, and aptitude to encourage collaboration between the sales team, and can then deploy individuals in areas where they are inherently Can excel as well.
Cold calling, for example, is a difficult task. While some sales leaders find the experience particularly fulfilling, some find it an energy-draining activity – it literally kills them. I know this from my personal experience because I am one of those people. Calling just 10 people can take me a whole day because I have to increase the emotional power to make each call. Put me in a room with 30 strangers to facilitate a live training, workshop, or a product demonstration, though, and I absolutely thrive and come alive. Better still is the sense of personal fulfillment I feel, which leads to a better close rate.
Everyone on your sales team has areas that activate them and areas that make them worse. Having this awareness allows you to position individual team members in situations and situations where they will potentially succeed, face greater success, and enjoy their jobs a bit more.
3. Provide the equipment they need
Asked what most sales leaders said they implement a strong internal training program for their sales professionals. When sales professionals were asked to rate these training programs, they rated the programs as borderline on irrelevant. Why the mismatch?
What is called “sales training” focuses on developing sales professionals with the company’s history, culture and product features rather than equipping them with tools to increase their impact with potential buyers.
The goal of any sales training should be to equip your sales professionals with a combination of hard and soft skills to help them maximize their personal potential. Topics such as body language, dealing with objection, role play, empathy listening, and effective storytelling are just a few of the many potential topics that can benefit your sales team.
Success in developing your sales professionals is often simple follow-up and accountability. 90% of all sales training is lost only because sales leaders view training as a transfer of information, and they fail to reinforce key principles. Accountability and repetition are important for adopting desired behaviors.
Developing your sales professionals does not have to be complicated or particularly expensive. As a new generation of sales professionals step into the workforce, companies must evaluate how to get the most from their sales representatives. Making the mental shift from one-size-fits-best-selling training systems of the past to more personal coaching journey yields dividends in the production and retention of your top sales talent.