Effective product sales training goes a long way in ensuring the success of a company. Well-trained sales reps can handle prospects confidently and convey the product message efficiently. But, what does it take to impart good training to your sales staff? Well, you need to avoid 3 major mistakes. Let us now see what they are and how they impact the performance of your sales reps.
Mistake 1: NOT training people on the sales process
This is arguably the most common blunder committed by many B2B companies. In the words of Greg VanDeWalker, Senior Vice President & General Manager of the Unified Communications and IT Group, ineffective training on sales process can result in a sales team resemble the Wild West, with every rep producing different results. Organizations need to remember that proper training on their sales processes is THE KEY to driving revenues, as today’s B2B sales are driven by processes and guided by numbers. According to the research report, No Longer a Luxury: Why the Best-in-Class View Sales Enablement as a Must-Have, published by the Aberdeen Group, best-in-class firms are 28% more likely than others to employ a formal process that aligns sales training content with key stages of the sales cycle.
Mistake 2: NOT coaching reps to articulate the benefits of the product
It is well-said that customers buy benefits and not products. B2B customers buy your product to enhance their efficiency, and thereby, improve their bottom line. It is very important to explain to the prospect how the capabilities of your product can help meet his needs. Unfortunately, most companies don’t realize this and continue to harp on the features and their brand. You may have the best product in the world, but if the customer believes that it cannot satisfy his needs, then you can’t close the deal. Therefore, it is essential you train your sales people to explain how your product can solve the issues faced by the customer and add value to it.
Mistake 3: NOT telling sales staffers to study the customer needs thoroughly
Proper analysis of buyer needs is vital to sell effectively. Most sales people tend to “pounce” on the prospect as soon as they discover one of his needs. However, VanDeWalker believes that this is not the right thing to do. He advises reps to wait till they have complete information about the potential buyer. This would help the sales people offer a comprehensive solution that helps resolve all challenges faced by the customer. It goes a long way in increasing customer satisfaction levels, and we all know that satisfied customers are loyal customers.
Good sales training helps your staff put the product message across effectively. You need to make sure that your sales training program helps your reps get a good idea of your sales process. It is essential to train the reps on explaining how your product can meet the needs of your prospect. You need to tell your sales staff to study the potential buyer’s needs well before trying to make a sale. Hope you find this post useful. Do share your views.