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Four Phases of Product Training for Sales Executives!

Written By Shivani Singh

Sales Cycle Phases

To sell a product, a sales person needs to have a thorough knowledge of it. Sales executives need to develop an in-depth understanding of organizational products. Effective product training can help a sales person to understand products and his customers as well.

Any product training can be divided into four phases.

First Phase: Understanding the Product
In this phase:

  • Learners develop a complete understanding of the product.
  • Product benefits, features, questions on how and where to use the product are typically discussed.
  • Product knowledge is made available to learners by using different types of learning devices and presentation patterns such as demonstrations and simulations.
  • Motivational strategies that answer learners’ What’s In It For Me are deployed.

Second Phase: Understanding Customers
In this phase:

  • Learners are able to get acquainted with various stakeholders and their driving/ motivating factors.
  • A customer-centric approach is developed by sales executives. Since there are different customers for a variety of products, each customer and the corresponding driving factors are taken into consideration. For this, the customers’ list and driving factors can be given as a job aid to sales executives.

Third Phase: Competition in the Market
In this phase:

  • Learners develop an understanding of their competitors and how to face the challenges in the market in terms of their product’s features and benefits.
  • Different competitors are evaluated, along with their products.
  • Learners come across various facts and figures about their competitors and their strategies, and use this to refine their own sales strategy subsequently.
  • For learners to come forward with their own strategies, training in various forms, especially Scenario-based learning is deployed.

Fourth Phase: Real Sales Training
In this phase:

  • Real sales training is provided through scenarios and real time examples by bringing product, customers, and competitors together.
  • Different sales scenarios are provided for learners to improve their product knowledge with regard to their respective customers and competition in the market.

A closing thought – To make sales product training more realistic, avatars can be used. This also makes the training more interesting and engaging for sales executives.

What are your views on the same?

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