Sales enablement is a way of increasing sales productivity by supporting the sales force with all relevant information needed for successful sales closure. It is no secret that one of the key contributors to effective sales enablement is product sales training. But, a few inefficiencies in training can turn out to be obstacles for effective sales enablement. Want to know what they are?
In this blog, we will look at 4 training inefficiencies that hinder effective sales enablement.
Dumping Just Product Features
Where sales people talk too much about a product right from the beginning, a true sales person must be a good listener. I agree that customers may be interested in knowing how a product works, but they will surely be more interested in knowing what benefits it has for them or how can it solve their problem. A product can be used differently by different customers depending on their varied needs and the issues they face. So, a sales person needs to be trained on understanding customers’ pain and their needs. Also, instead of only dumping the product features, the training program must harp upon how the product meets the requirements of different customers. For example, an animator may use a laptop to work on his animation software and he faces different issues compared to his teenage son who uses a laptop to watch cartoon films.
Lengthy Learning Programs
It is rightly said that too much of anything is not good. May be that is why doctors’ advice for a healthy diet is to have 5 small meals a day instead of 3 huge meals. Same is the case with product sales training. Sales people can be overwhelmed when large amount of information is delivered to them and learning may evaporate within a matter of days. And with the attention span of learners today being shorter than that of a goldfish, you certainly need to deliver only so much information at a time that is digestible and can be retained by the salespeople. For example, instead of lengthy and boring courses, you can deliver product sales training through microlearning which helps you deliver byte-sized modules.
Ineffective Use of Technology
We know that sales people are on the move and cannot always make it to formal classroom training sessions. Training such employees can be quite difficult if you do not consider taking the help of technology. We may deliver training to these employees through e-learning, but that would still be of least use if they do not have a laptop handy. So, what can be a more effective use of technology to deliver training to such employees? For employees who are always on the move and may not have access to computer or laptop, mobile learning can be the solution.
Poor Sales Learning Culture
According to the recently released 2015 State of Sales research report by Salesforce, 20% of underperforming sales teams don’t invest any budget in sales training. When organizations have such a poor sales learning culture it is obvious that their sales team would be underperforming. Organizations must ensure that product sales training is not a onetime exercise; they must build a strong learning culture for their sales reps as training must be a part of a continuous learning process to help sales people perform better. Also, companies with a strong learning culture are 92% more likely to devise novel products and processes.
Overcoming these training inefficiencies can ensure effective sales enablement. Hope you find this post helpful. Please share your thoughts through your comments.