What Training Do Sales Reps Really Need?

• “My sales manager told me I just need to make more calls.”
• “My sales manager takes 50% of my commission to come on a sales call
  with me and doesn’t close deals that I know I could.”
• “My company offers product training, but I cannot see
• m to get sales training.”

Above are just a few comments I heard from Sales Representatives in the past week.  These are people who are hungry for success in sales. My life is sales and training.

I have had a passion for  sales and training for 30 plus years. I was fortunate to receive

incredible sales training and sales coaching.   We did a survey of a large sales group and it showed that 53% of the sales people had not been to any type of sales training in over 5 years!

That is like not sending your professional sports players to training camp. A small investment of time and money will yield more sales, a confident attitude, and improved customer relations! You want all of that, right?

Four leading experts agree that the following are keys to success: prospecting, building rapport, call management, active listening, communicating effectively, questioning, time management, showing value, managing objections, closing techniques, and maintaining customer relationships.  Only one expert said “product knowledge.”

Here are a few expert reference articles:

• 14 Sales Skills Every Sales Rep Must Master
• 11 Sales Meeting Topics Your Sales Reps Really, Really Want
• 10 Essential Selling Skills Every Sales Rep Needs
• 10 Essential Sales Training Topics for New Sales Reps

Ok, that is what the experts say – what about actual sales reps?  At Peak Performance Solutions, we did a pre-training survey of 79 sales people to see if their needs matched our training plan for their department.  Their highest desires were to learn how to: build/maintain customer relationships, manage objections/concerns, prospecting, understand customer needs, ask questions, follow a sales process, and understand customer personality styles.  Less than a fourth of the respondents also included: communicate value, time management, presentation skills, and meeting management.

Please note continuous learning should start with onboarding and live training.  Then the continuous part could be computer tutorials, reading books, keynote speakers, off-site seminars, and short concentrated workshops in single topic areas.

So if you want to increase sales immediately, here are a few quick tips for sales training opportunities.

1. The Basics of Sales: Like a professional ball player, your reps need to get brilliant at the basics. They need to learn the art of engagement and have a purpose for every step of the sale.
2. Questioning without Interrogating: Selling is not telling and there is an art to asking questions to get the answers to need, want, budget, buying motives and decision makers without interrogating. We practice the Socratic Method that stimulates critical thinking in a way that helps a client uncover their own need without being talked at.
3. Body Language: It is amazing to me how many cues are lost in translation. If I am going to be a master communicator, then I would surely think it important to read what the clients are “saying” or not saying.