Sales training courses are designed to improve the sales skills of the sales team, from social selling to sales prospecting, cold calling, business development and sales presentation skills to name but a few.
Sales training courses and sales coaching are essential for a salespersons success. The stark reality is that ineffective sales training seriously effects a businesses growth and profitability not to mention employee churn. Research shows that many CEO’s and people in sales leadership positions believe they obtain little or no return on the sales training they provide. Could this be that in many sales training courses there is a lack of mindset training.
To build a successful team of salespeople, we should include sales mindset training alongside the list of sales skills training. Because in business, our most valuable asset many not be our product or service, our most valuable could be the mindset of the salespeople.
Sales mindset training extends out to helping individual salespeople to be bolder, to take more calculated chances and to have a more entrepreneurial attitude. On sales training courses, omitting to include “the sales mindset”, will result in the rubber band effect leading to little or no ROI. We know that as we teach the skills and behaviours required to succeed in sales, we stretch the mind of the salespeople. However, if the sales training doesn’t lead to a mindset or values shift, the salesperson just reverts back to type, just the same as a rubber band when you stretch it and release. Sales training courses need to embrace mindset training or accept a limited improvement in sales performance.
So maybe the first lesson on a sales training course is to help salespeople to let go of any biases holding them back. To understand how they contribute to the business world, the value they deliver and why their efforts are important and worthwhile.
Sales Training Courses
So, let’s move onto some other topics to be included on sales training courses.
- How to educate a prospect with new perspectives: Coaching a salesperson to open up a prospect’s mind to new, unconsidered and different solutions that solves their challenges.
- Collaboration skills: To earn the trust of the modern buyer, salespeople need to take a more collaborative approach to selling. This is about making buying easier, to inform and educate while eliminating the buyer V the seller in the minds of the buyer.
- Communicating Value and ROI: The skill to tell stories that clearly communicate the return a customer can expect, and the end result they will achieve.
- Active Listening Skills: To put the customer first, to practice actively listen skills so salespeople really learn about the customers business and challenges. Active listening goes hand in hand with great discovery sales questions.
- How to identify the prospect’s real needs: If discovery sales questions don’t uncover a buyer’s needs, then a salesperson will have a difficult time positioning the proposed product or service as the solution.
- Help prospects buy and overcome obstacles: Understanding the internal workings of the prospects business, creating honest dialog on the process and how to deal with them is important if time wasting is to be avoided.
- Create a convincing solution: If you can’t impress a buyer with your proposed solution that communicates how you will help them achieve desired results, you’ll struggle to close.
- How to get agreement on the buying process: Training the salesperson to get agreement from the customer on all the steps involved from both sides in the buying process.
- Creating a personal value proposition: What does the salesperson represent (linked to sales mindset) and what are the values they hold dear. Creating a personal value proposition and then sharing it builds rapport and trust.
- How to differentiate based on USP and the value they will bring: In sales training, too many courses teach salespeople how to differentiate based on product features and benefits. However, prospects are far more interested in the value the product or service will provide including the value of the salesperson themselves to the buying process.
There are many other elements to be shared in the delivery of sales training courses, the sales skills needed to achieve success in a sales career. Developing these skills such as social selling, effective sales techniques and sales prospecting etc take time and will be fine-tuned over time, but the investment in learning and improving oneself is worth it.