Sales Training Best Practices: Providing a 360 Degree View of Your Customer

3 Key Aspects for A Successful Sales Training Program [Infographic]

Sales Training Best Practices: Providing a 360 Degree View of Your Customer

How can you impart good training to your sales folk? What does it take to enable them sell effectively? Well, you need to focus adequately on one of the vital elements of product sales training – providing complete information about the prospective customer. Let us see how.

Integrate back office and customer facing processes

Many successful firms have effectively integrated their back office and customer handling operations to provide a 360o view of their customers to their sales force. The report Grab the Low-Hanging Fruit: How Best-in-Class Companies Leverage a 360-Degree Customer View, published by the Aberdeen Group states 635 of well-performing companies have integrated their customer-facing technologies and processes such as Customer Relationship Management (CRM), marketing automation, contact center and help desk with key back office platforms such as Order Management and Enterprise Resource Planning (ERP) to facilitate effective selling.

The integration of back office and customer-facing processes and technologies has allowed organizations ensure seamless flow of data across the sales spectrum. And, this facilitates the creation of highly effective, data-driven training programs for their sales staffers and the enhancement of selling efficiencies. According to the report Front-to-Back Office Integration, proper connectivity between various functions helps manage customer relationships more effectively and reduce costs, leading to a better bottom line.

Provide insights into the customers’ business partners

This is inarguably one of the least focused aspects of sales training. The report by the Aberdeen Group points out it is very essential to provide the big picture of the customer, which includes information about its business associates. This plays a key role in holding well-managed customer interactions, which can create sales enablement opportunities. For instance, if a sales rep knows that a subsidiary of the prospect is using his product, he will find it easier to convince the potential buyer of its usefulness. 

Help your people make the best use of your MDM system

We all know high quality customer data goes a long way in enabling reps sell well. And, an important source of this vital sales input is the Master Data Management (MDM) system. An MDM system is a centralized repository of sales-critical data and facilitates timely, hassle-free “sync” with business intelligence capabilities and operations. According to the report MDM Is Critical to CRM Optimization, published by Gartner, MDM systems help understand a customer’s entire relationship and interactions with the company at any point during the customer journey, thereby providing a 360o view of the buyer.

The key role played by MDM systems makes it necessary to train sales staffers to utilize them effectively. Companies can go in for a blended learning format for this purpose. Aspects such as data management and governance processes can be taught in a classroom, while training on the steps involved in handling the software can be provided through software simulations. Check out this insightful post on simulation-based training for more information.

Providing reps a 360o view of the customer helps boost sales revenues. To provide comprehensive buyer information to their sales folk, companies need to integrate their front and back offices. Sales training programs need to contain information about the prospect’s business associates. It is necessary to enable your sales reps use MDM systems effectively. Hope you liked this post. Do share your views.

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