Why do most sales training programs fail to achieve their goals?

If your company invests in sales training, what is the expected outcome? Wanted is there a change in how your salespeople perform their daily activities? In other words, it seeks a change in behavior? Unfortunately, most companies underestimate the amount of time and effort you need to invest to achieve behavioral changes in people. Vendors sit in a class for a couple of hours or days is a good way to expose them to learn new skills and techniques. However, new skills and techniques often feel strange and uncomfortable. Many sellers worry that if they try to use them in real prospects or customers will cost them sales and credibility. So, quickly leaving new knowledge, and still rely on the old and ineffective behaviors but they are comfortable for them. Here is an example of the real life of a program of insufficient sales training.

The general management of a company America invested it more than $25,000 to teach the sales team (100 + vendors, managers, and sales supervisors) a new approach to sales skills and behavioral changes. However, as a contradiction at all times sought ways to reduce training costs and time. As a result, training sessions for sales managers and supervisors was reduced from three full days to half a day, and the training of sales teams was reduced from five days to one day and a half. In addition, scheduled meetings future training intended to reinforce key concepts were rescheduled several times and finally were canceled. What was the ROI of the company? Only 10% to 15% of sellers applied the new sales approach in the field. The same managers who sought to reduce costs and time deemed the training project. How to perform a behavioral change in the sales team if you want your investment in sales training produces changes in the behavior of its staff sales and the entire management team, from sales managers to supervisors, needs a different level of commitment to sales training.

Why do most sales training programs fail to achieve their goals

  1. The skills and techniques taught in the first training session (s) should be repeated and reinforced in a base regular and consistent.
  2. Your sales staff should practice the new skills and techniques until they become second nature or as we say in new “habits”. When new skills and techniques have become so ingrained that feel natural for their vendors, will then be much more likely to use them to prospects and actual customers without fear and believe they have better tools to compete.
  3. The sales manager should inspect activities regularly, not from his office, but from the field itself to ensure that your team is applying new knowledge and techniques.

To further demonstrate the level of commitment of management to carry out behavior change, I request that you consider the following two scenarios.

Scenario # 1 A senior executive mentions the importance of a new sales approach for equipment vendors a meeting of his company. He mentions again occasionally (once a month or quarter). The sales manager also mentions the need for a new approach to sales meetings with their supervisors and sellers shortly before or after an information session (s). However, the focus returns soon to “business as usual”, because it is only a vision without action.

Scenario # 2 A senior executive mentions the importance of a new sales approach for your sales team at a meeting of business. Thereafter, repeat the message in any conversation you have with any member of the sales team and encourages them to that change.

The approach of the need for new sales skills becomes part of every day of dialogue executive and mentioned several times a day. The company invests needed to get the desired results. The sales manager invests the time required to become proficient in the use of the approach of the new techniques and sales skills. It also explains to their salespeople that everyone will have to render accounts to use the new approach effectively in the field. As an added value helps salespeople to feel comfortable with the new approach by applying management skills that must have through individual and group meetings with his team. It also verifies that the use of the new approach is made in a consistent and predictable way.

This level of commitment makes vendors aware that the new approach is not “flavor of the month” or “is the theme of fashion” and not going away so they cannot and should not ignore. As a result, the new approach eventually becomes part of the culture of company sales. You see the difference in the level of commitment described in the two scenarios. Do you see why the second scenario is much more likely to produce a change lasting behavior?

If you want to change the behavior of your sales staff of your company, the entire management team must demonstrate a different level of commitment to sales training. These are the recommended steps to this process:

  1. Any new sales method should become an important part of the dialogue of business executives every day.
  2. Sales managers must learn to run the new approach.
  3. Sellers must are trained in the new approach.
  4. The training is repeated and reinforced until the new approach becomes second nature for sellers. This is normally done by conducting individual and group meetings with sales managers and supervisors with their teams.
  5. Sales managers have the responsibility that marketers learn and apply the new approach.
  6. Sales managers continuously and repeated times must inspect the activity of the seller to confirm that you are using the new approach.

When new skills and techniques become second nature for their vendors is more likely to implement them effectively in the field. Furthermore, the design of training plans to produce a change in behavior is the best way to ensure that your company receives the return on investment desired sales training.

Sales Tips for technical sales

In competitive markets high-tech, industrial or other of today is very common for technical professionals are in the role of seller. If you are a technical professional and should offer their products or services, may not be enough to be an expert in the areas of its specific techniques. If this is the case, it is essential to master and develop sales skills and relationships. In this article, I explain why technical professionals actually are with all the capabilities to develop an excellent job of salesman. The challenge is to learn to sell and believe they can do it. Here are some tips to help a technical professional who is in the commercial area of business and daily must be face to face with interested prospects and customers.

Learn the basics of professional selling Learn to sell and develop relations skills with customers can be intimidating for many technical professionals. Many of them have never dealt with customers from the perspective of sales or marketing. They fear the unknown and do not like the idea of having to become a person of “high – handed” selling sales prospects. Some think “I did not study to sell, but if you are selling your products not feel bad, on the contrary, should think that is the most suitable person to do. Understand the power of professional sales may decrease this thought and help important, as their expertise and benefits of their products and services can help each of their clients with their needs and problems. Start by learning the steps of the sale. You will be surprised to know that selling is much more than a process of analysis, as well as the efforts of high technology.

Belief in the benefits and advantages of the product, it is a fact one of the key parts sales is a strong belief in your product or service. A thorough understanding of high -tech processes translates into extensive knowledge of the product. This is critical because it is first necessary to understand a product or service before you can believe in it 100%. The high product knowledge of professional technical offers an important role in effectively selling assets. However, you must add to this the sale of the product benefits, the key to success. Always remember that people do not buy what you say, but by what products and services make for them.

Selling is the art and science the sales process can be very enlightening for technical professionals. This is true because the sale is actually a very analytical process. The ability of analysis can be a great asset and many professionals will realize that they have many of the necessary natural sales skills. You first need to properly learn the sales process. The sale involves prospecting, tracking contacts, the approach, a good interview, an effective way of presentation, handling objections and closing. These processes are actually the logical steps of the sale and mentally of them travels the prospect when asked presentation. It is important to assess what works and what does not. The key is to learn the sales process and develop a strategic plan for sales that can be implemented in the sales activities in the day. This is the easy part.

How to develop relationship skills the hard part is the creative or artistic part of the sale, which involves developing a relationship with customers. Creativity is essential as you learn to solve problems and meet the needs of its customers. This can also be learned and appropriate skills can be developed. The bottom line is that you should thus develop it before we can develop effective relationships. This includes learning how to arouse interest in customers head. Ask questions, listen, understand their real problems and work with them to provide solutions. This is not magic or quick fix. It is the simple task of serving customers, the secret of building relationships. Many analytical people focus on what is happening in his own head. To be successful in sales you should get out of your head and get in the head of your customers and prospects. This transition will not be easy, however, the ability to analyze technical professionals can help you become masters of sales. Some of our courses for companies prepare technical sales techniques more advanced sales and the psychology of the buyer greatly helps each participant to develop through a process these skills and knowledge.

The sales bring great rewards the rewards of selling technical products and services of high technology can be enormous. Work experience is more rewarding if you help your customers better do their job and not just talk about facts, figures, performance etc. Effective sales and marketing skills will always bring great rewards in high-tech markets. In fact, professionals who possess both analytical and relational capacity are in very high demand. Develop your sales skills as a technical professional, and reach new levels of success.