Good product training provides comprehensive knowledge of a company’s products to help sales teams sell more and increase revenues. It will help your sales force match the benefits of a product and its features with customers’ problems, to close sales deals.
Companies spend billions to train their sales force on their products. However, what is the main reason the training initiatives of only some companies succeed and yield the desired results, while others do not? Well, one main reason is ineffective training and usually, this is due to the following mistakes.
‘Sales Enablement’ – has this hot topic caught your attention too? Wondering if it is an extended form of sales training? What is the place of product sales training in sales enablement? Let’s dive in and see.
The renowned research firm Forrester says, Sales Enablement (SE) is a strategic and ongoing process that equips all client-facing employees. This process equips workforce with the ability to have systematic and valuable conversations with the right set of clients, at each stage of the sales life cycle.
The advent of the digital age has dramatically altered the B2B sales landscape. Advances in information technology have resulted in the emergence of well-informed buyers, who are no longer dependent on the information provided by the salesperson to make a buying decision.
According to the 2015 Training Industry Report, 42% of organizations who took part in a survey reported an increase in their training budgets. This good news tells us that training is now recognized as an important organizational function. But there is an important component of training that is still given very little or no importance at all. This component is the reinforcement of training – otherwise known as training reinforcement or reinforcement training.
Even though you have an outstanding sales force and extraordinary marketing team, without effectively training your sales team, your new product launch may not be successful. So, for a successful launch, especially for B2B organizations, product training should be initiated long before the launch stage of the product. Organizations should involve the sales team from the beginning of the product development life cycle; give them hands-on experience, and conduct classroom training sessions with self-paced online learning modules during the launch phase of the product.
According to ASTD State of Sales Training report, product training is the most frequently delivered training to sales people. A Training Industry survey also reveals that most of the sales training received by sales people is about the product. It is conventional wisdom that as the frequency of releasing new products or upgrading existing products increases, so should the pace of training in any organization to keep the sales force updated.
Today, selling has become more challenging, due to increasing complexity of the products and competition. Therefore, to overcome these challenges and increase your sales, it is mandatory to train your sales team on the products and other needed skills.
In today’s business world, business activities have become more complex and the role of channel partners is becoming increasingly important in increasing sales. So, organizations need to ensure their channel partners have the same knowledge of their products as their representatives. To achieve this, organizations have to impart effective training to the staff of their channel partners.
Here’s a common scenario: A reputed manufacturing firm realizes that its salesforce is not meeting its targets. All eyes are fixed on the product training manager and all fingers are pointed toward his training program that is immediately deemed a failure.