How can you ensure your sales people are trained effectively? What does it take to ensure your reps have the necessary knowledge and skills to perform efficiently? How can you maximize the impact of your sales training curriculum? Well, you need to focus on 4 critical aspects. Let us see what they are.
1. Understanding the perspective of the prospect
This is the first (and arguably the most important) aspect of a good sales training program. Successful sales people comprehend and attach great value to the potential customer’s perspective. They give him a patient hearing, and this goes a long way in creating an impression on the customer that he is being cared for. And, it is well-known that making a sale becomes easier when the customer believes that the rep is reliable and trustworthy.
2. Interacting confidently with the customer
You need to ensure your sales reps are not passive and submissive in their interactions with the prospective buyer. This is very important as the customers take control of the negotiation if your reps do not sound confident. You need to train your reps to adjust the conversation based on the prospect’s negotiation style.
3. Conducting a win-win negotiation
It is very important to see your sales people don’t “extract the last pound of flesh” from a deal. This could make the customer wary and there is a danger of the negotiation ending in a nought. You need to remember that buyers are sensible and willing to pay well to get a good product that meets their needs effectively. Two factors play a key role in ensuring that the negotiation proceeds smoothly – identifying what interests the customer and then “tailoring” the negotiation accordingly. For instance, if a salesperson of an automobile company understands that a potential customer is looking for high performance, he can “focus” the discussion on the powerful engine of the car rather than other features such as fuel-efficiency.
4. Getting the timing of the deal right
Many a time, reps drag the negotiations too long or rush to make a sale. This could lead to poor results. Delays enable your competitors to jump into the fray. On the other hand, trying to clinch the deal before the buyer is fully prepared could harm the relationship. Good sales negotiators have a perfect sense of timing. In the words of Donal Daly, the CEO of TAS Group and a sales ninja, skilled sales staffers come armed with all the information required to close a sale. He says this allows them isolate the pain points in concluding the deal and address them all at one go.
To sell effectively, you need to train your sales team to comprehend the perspective of prospects. They need to be coached to interact confidently with the potential buyer. Your salespersons need to be trained to conduct a win-win discussion with the client and close the deal at the right time. Hope you find this post interesting. How do you train your sales staff? We’d love to know.