Sales Training Videos

These sales training videos can be used in classroom or as part on some online sales training course. The video content includes topics on “When to post on Social Media” “Social Selling on LinkedIn” “Rules for Sales Success” “Sales Process Steps” and “Key Sales Skills”. 

Sales training is mainly focused on helping salespeople to acquire the knowledge on the key aspects of the different sales techniques within the sales process, such as how to do modern lead generation, the role of sales prospecting, business development in the digital era, the sales 3.0 process, buyer profiling, understanding the buying committee alongside sales presentation skills etc. Sales training is always customized to the sales strategy and sales model formulated by the company.  

Sales Training Ideas

Here are some suggestions on other topics for a sales training course.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.

Sales Performance Improvement

Most sales performance improvement is as a result of the digital transformation in sales, which has seen sales leaders focus in on the development and enablement of their sales force.  Sales performance improvement is a process not an event, it is a continuous improvement process versus a single sales training event.

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No business who is serious about sales growth will want to miss out on the opportunity to improve sales effectiveness and efficiency through process,tools or technology. However, sales performance improvement is a change management project which can lead to fear and uncertainty, especially if seen as interfering with current sales practices.  Sales performance improvement templates such as sales training materials, sales playbooks, tools and competency guidelines all play a central role in driving improvement. For many companies they may not have any or all of this content and then much of the content may not be available for digital consumption.

The first step in creating a sales performance improvement plan may be to choose between content that is ready but doesn’t meet the current needs, then continue to use the existing content in the old way, or invest in transforming the content and templates for digital access. In today’s digital era, we know that salespeople’s learning habits and preferences are changing. Research shows they want shorter, more engaging learning content, for example sales training video that can be consumed online as needed or accessed in their quiet time.

Begin By Documenting Areas for Improvement
Once the business has created a baseline expectation across the sales process for every sales team member, the sales manager or supervisor needs to learn how to properly document what areas require improvement for both the steps in the sales process and for each salesperson. This would then we discussed with each individual as part of a training and review plan. The important thing to remember when creating a paper trail for each sales performance improvement plan is to ensure that the information gathered is entirely objective, fact based, and specific. Needless to remark, the manager or supervisor should avoid generalities and provide detailed examples as much as possible. Once the sales performance improvement areas have been communicated, a number of templates will need to be created. This include what was expected in the sales performance plan and what was actually delivered. Other templates (as part of a sales playbook) could include consequences of veering outside the agreed process’s, action plans and reviews.

Sales Performance Makes Salespeople Goals Personal

Regardless of the sales improvement or sales enablement plan, every salespersons goals should be truly personalized. Within the general plan, take account for goals that focus on areas of personal improvement, individual to each sales team member. To future proof the business, within the sales training section of the sales performance improvement plan, give each salesperson the opportunity to enhance areas where they are already competent and improve areas where there is a skills deficit.

To reduce risk, start by introducing a smaller sales performance improvement plan with lower goals, goals that could improve a salespersons sales habit loop such as doing 10 minutes prep work ( the prep work output should be documented) prior to making a call, or using quiet time to engage in social selling to connect with existing customers or prospects (again, goals need to be set). However, just rolling out some new sales improvement plan with goals is not enough, there also needs to be consequences such as reviews and evaluations.

Let me conclude with one of my favorite sayings, “Fortune favors the brave”, and in a rapidly changing sales environment if there ever was a time to be brave, it’s now. Take time to think differently about your sales model, your sales strategy, your customers buying journey, the role you expect salespeople to execute against and how you plan to develop your sales talent so everyone can commit to doing things better. Never let the pursuit of profit get in the way of progress. Every sales performance improvement plan will face obstacles and encounter issues, so focus on how you envision your sales engine performance in 1,2 or 3 years time. Finally, encourage your sales training and development teams to put some well thought out initiatives into play as they can often be risk-averse. Then back them up, and let them know that it’s not just OK but vital to adopt new ways of getting salespeople to learn and develop, so sales performance improvement will be a constant not just an event.

 

Free Sales Training Video

Some free sales training video content.

A Guide to Sales Prospecting

Sales prospecting whether using cold calling, social selling, emails or referrals is a vital sales tactic especially for new or small businesses.  Prospecting and sales are not the same thing, prospecting is solely focused on searching and engaging with potential customers in order to nurture a relationship. The sales event happens once the prospect has passed some qualification criteria.  The act of picking up the phone or sending a cold email can seem daunting to a salesperson, especially if they work for a company whose product or brand name might not be instantly recognizable.

50% of sales time is wasted on unproductive prospecting. [Source: The B2B Lead]

So, here is a guide for sales prospecting success:

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Use Social Selling and Digital Selling to counteract lack of name recognition.

Using social selling and digital selling tactics can overcome many of the bigger obstacles for new or smaller companies. As Confucius stated “Worry not that no one knows you; seek to be worth knowing.” So, start by really understanding your value proposition and be clear about the buyer pain points and business challenges your company solves.
Givers Gain. The ability to demonstrate (visually using video or content on social media) that you understand your prospects challenges and that you can be a useful source of information to help them improve their business will result in increased relevant connections.

Share first, sell later. Sharing insights and quality information without a big sales pitch is what will get attention from buyers. Use video, case studies, whitepapers, references etc to gentle highlight the benefits of considering your business. Give examples of what makes you different, whether it is a unique product, free trials, lower cost of ownership, proof of concepts or improved performance. Seeding the benefits of doing business with you that can be viewed online will only reinforce your other sales prospecting efforts.

The first step is to create a list of unique benefits and values that will displace any perceived lack of recognition or recall. Building a social selling and digital selling strategy aimed at specific audiences will position the business as one worth considering when it comes to looking for new providers.

Know who you sell to and who will buy from you

Knowing who you want to sell to and who will buy from you are not the same. If you want everyone as a customer, you will sell to no-one. Create 1,2 or 3 Ideal Customer Profiles. In fact, focusing in on who you want to engage is probably THE most important aspect of sales prospecting. To maximize your success, ensure that you prioritize the prospects and profiles in order to improve the chances of providing value to them and their challenges.

Effective Sales Techniques Tips Video from The Digital Sales Institute

During the research stage, the goals to work towards include:

  • To determine if the prospect is worth investing time in
  • List, score, and begin to prioritize prospects
  • Identify touch points (via social or otherwise) to develop a connection through content, message personalization, nurturing and influence development

Seek to Be Useful, Valuable and Relevant

Regardless of whether you try to engage via cold calling, email or social selling, you should seek to be a useful, valuable and relevant contact. Learn how to social listen so you can research their company and understand their business. What trigger events can you uncover that would warrant engaging with you. Have they just launched a new product? Hired a new CEO, moving to a bigger office, Acquired a new company? Trigger selling is where you leverage specific information to make a prospecting touch point relevant, more informed, and less cold.

Become skilled at Social Selling and Digital Selling

The fact is that while still they still deliver results, cold calling and unsolicited emails are not as powerful as they once were. They still have a place in sales prospecting if used in conjunction with social selling. This activity involves the use of LinkedIn, Twitter and increasingly Facebook as part of the sales process to raise buyer awareness towards a business and then gradually cultivating new connections. Learn to use social media to build relationships before a prospect even starts a buyer’s journey, to close the conversion gap and eventually move online social conversations into offline sales conversations. Social selling is an additive process to connect with all stakeholders, decision-makers and influencers as the buying process moves from status quo, to awareness and onto consideration.

Using your Ideal Customer Profiles, locate and list your prospects on LinkedIn, then begin by sharing quality content, be seen to add value to conversations prior to sending out a connection request. Using a highly personalized message, referencing something that will twig their interest will greatly improve their likelihood to accept your request to connect to them. Now, this can turn your first ‘cold’ call touch point into a warm call and increase the percentage of appointments or demos.

Multi-Channel Sales Prospecting Touch Points

Not one single sales prospecting touch point (Social Selling, Emailing or Cold Calling) should be your entire tactic. C level executives receive over 100 emails a day and try to avoid numerous cold pitches so the likelihood of success by simply focusing on one tactic will probably deliver slim pickings.

Successful sales prospecting is about communication and getting commitments. There will always be person to person personalised communication, so learn the multi-channel techniques to overcome any lack of name recognition on calls and mails. The buying committee is now on average made up of 5 to 6 people, so think multi prospecting touch points to multiple people as part of your sales process if you want to build recognition for the business.

As buyers self-educate, getting their time and attention isn’t easy, but perfecting the channels and timing of when to engage them will dramatically close the conversion gap and increase the number sales conversations you secure.

Learn the Sales Habit Loop, Set a Daily Schedule for Yourself

It takes 66 days on average to learn a new habit, so as basic as it sounds, plan your day, book time slots for different prospecting tactics in your calendar, daily. Then persist with it and prospect. Make it part of your daily routine and give yourself a reward not just for the success but also for the effort.  Selling is a repetitive job, it can be easy to dedicate ourselves to the “easier” sales tasks. Even when your sales pipeline seems full, remember over 80% of prospects make it all the way through the sales process and never make a decision. So, you must have a sales habit loop that consistently refreshes the number of sales prospects you are planning to or are currently engaging.
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Never stop Learning

Take time to reassess your sales prospecting process to see what activities generated some return and which ones did not deliver.

After each prospecting campaign, take time to assess how well we:

  • Found a pain point or trigger
  • Were able to engage in meaningful conversations
  • Uncovered challenges
  • Understood the buying committee and decision process
  • Gave buyers reasons to move out of their status quo
  • Closed the conversion gap

Persistence. Learn, have a routine, Try, then try again, reflect, refresh, adjust and go again. And again, and again. Taking time to self-reflect will serve to further improve sales prospecting techniques for future campaigns. Here are some more sales training articles and videos. 

Powerful Sales Techniques

Insight into some powerful sales techniques to help prepare when it comes to engaging a customer or prospect. Whether you are a seasoned sales professional or new into sales, you need to have a set of sales techniques you can draw upon to hit those sales targets. The list of techniques to follow should help increase the approach and interactions to improve sales performance.

Sales Techniques begins with Planning and Preparation.

Sales is a process, not an event, meaning that planning and preparation are sales techniques. This technique is about learning to gather information and insights about a contact plus their company. Being competent to have an in-depth discussion about a customer’s industry, markets, news and trends is often one of the sales techniques salespeople struggles with. Coming armed with insights will not only help build credibility with the customer but also show that you have a genuine interest in their business.  Start by using social media to gather some insights, use Google news or companies blog for announcements, research their industry for trends and forecasts. The more information, the better as it can help build a picture of the customers challenges etc. Now plan out the steps, questions and discussions for the call, meeting or presentation. Using the insights, you have gathered, create a personalized value proposition for this customer and what is it in for them to listen to you.  Don’t forget to also plan out the opening statement and 3 or 4 discovery questions so you can get their awareness and attention based on your knowledge.

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Challenge the Status Quo.

Learn to challenge the customers status quo because in sales the biggest competitor in securing a deal is not the competition but the buyers status quo position. Status quo comfort or the natural inclination for people to avoid change is one of the biggest obstacles in sales. On a scale of 1 to 10 for sales techniques difficulty, this one is an 8 or 9.  The sales skill here is to understand the customers status quo then uncover everything that makes up their status quo to determine how, if, why and when any change would be required or more importantly accepted internally. To master the sales technique of challenging the status quo, we need to change our mindset to “Servant Sellers”. Servant sellers are willing to work with the buyer as a change agent. This involves undertaking all the grunt work, the running around, the gathering of information from multiple parties and other members of the buying committee who will also not have shifted their status quo position.

The sales techniques include magnifying the pain points, making the challenges, obstacles or opportunities as real as possible plus positioning the true cost of doing nothing as unbearable.  The result we all look for is that our proposed solution gets moved up on the customer’s priority to-do list.

A few questions to note are:

“How would you describe your current situation? (in relation to your product)”

“What is your process for [name it] right now?”

“Which improvements would you seek if you had a choice?”

“Is there anything about your current solution to [name it] that you wish was easier?”
“Could you help me understand this better?”

“What is the impact of leaving things as they currently are?”

“What would you consider to be the obstacles in finding a solution?”

“What is the knock-on effect and cost to the business if your current solution can’t [ scale, adapt, cope, change, etc]?”

“What insights or event would trigger you to explore alternative options now?”

 

Be a MOP – Master of Performance.

All the worlds a stage, and salespeople are the players who make buying easier. You see, every single interaction with a customer is an opportunity to perform, to build credibility, to influence, to be seen as useful, and to gain their trust. Everything from our tone of voice, from the way we dress, to what is said and just as important – how it is said, is all part of the sales performance. The quality and relevancy of the information we impart is what determines how we progress. People buy from experts and advisors, so confidence is vital. Similar to an actor, learn to tell stories, talk at a measured pace to allow the words flow naturally. Use facts or data with a raised pitch within the story to display confidence. Have the business acumen to know the customer is asking themselves “Why should I listen” and “How are you different from my current supplier”. So be prepared to answer this as part of your sales performance.

Sales 3.0 is about Collaboration.

Use collaboration to uncover sales opportunities, remember the switch rate ratio is 54% listening to 46% talking. Practice and measure the switch rate that you and the customer take turns listening and then talking. This sales technique allows for the flow of information to be two-way. Some sales training will help you master the sales skill of “active listening”, this opens the door to insights, allowing us to work together to help find the solution that best meets the customer’s needs. To help the switch rate runs smoothly, have a list of discovery type questions to ascertain if any real sales opportunity does in fact exist.

Examples include:

“Where are you experiencing the biggest challenges?

“What has been your own experience in trying to narrow down solutions in the past?”

“What type of events or trends would make you review your current solutions?”

“In which area [personalized to product] are you seeing most challenges?”

“What is your process for going about solving these issues?” 

“What would be the criteria for you to consider solutions or options to [name it]?”

“In an ideal world, when do plan to have found some options for consideration?”

“What would the normal decision-making process for my type of solution be?”

Real sales collaboration shouldn’t be rushed, receiving insightful and honest answers will give a good indication of whether there is a sales opportunity or not. If the switch rate is highly interactive, the questions and answers should reveal the customers main pain points. This allows for a progression in the sales process, however if no opportunity exists or can’t be crystalized then it is time to move on.

It’s about Buying Ease not Buying Please.

The sales mindset here is Let me work for you and show you what you need to complete this purchase.” The customer does need more, they already live in a world of more- more information, more data, more options, and more people involved in a buying decision.

We need to focus on buying ease, to bring clarity in the sales process. To collaborate and help customers simplify the buying process, to make it easier to buy. Research shows customers who experience a high level of “buying ease,” opt to do with that supplier, in fact they are 62% more likely to win the deal. Buying ease includes making the customer feel comfortable about moving out of their status quo, that new possibilities are only positive, that the cost of change is manageable, to show them how to sell the solution internally and then make buying easier by being a servant seller.

Sales techniques are a never ending and constantly changing story. They reflect the environment we sell into and our customers evolving preferences for how they buy.

Sales Training Courses

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.

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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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.

Sales Training Ideas

Looking for some sales training ideas to boost salesperson engagement? Here are some sales training ideas to give you some food for thought on what information to impart on a sales training course.

Sales training is mainly separated into two categories, the first is learning about the core aspects of different sales techniques such as – lead generation, sales prospecting, business development, the sales process, sales presentation skills etc. This sales training would be customized for the sales techniques that work best in a specific industry or profile of buyer. The second category is very company focused training such as – training on the company’s products or services, the sales process deployed, the internal sales playbook, and the sales assets, tools and resources the sales team will use.

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Sales Training Course

While successful salespeople have similar characteristics, the truth is no one is born with all the sales skills and knowledge to sell at a high level, these are acquired skills. This is why sales training is a crucial part of helping new and existing salespeople deliver on the potential they displayed during the interview process. Sales training should help the new and existing team of salespeople to develop and practice the skills they will need to succeed. Sales training should also include elements that help increase the confidence levels of the salespeople not just in the sales techniques but in the company’s unique value proposition.

 

Sales Training Ideas for Sales Success

Sales Training Tip 1. Teach salespeople to know what they want.

Research shows that the No.1 question salespeople have is “What do you want me to do”, which is very relevant. So maybe the first sales training session could be to answer this question and then proceed to asking the sales people what do they want to achieve in their career. What goals are they setting in place, what are their expectations, what time will they set aside to invest in their own self development, what do they believe are the traits of a successful salesperson. People perform best when they already know what is wanted out of them plus it’s much easier for them to do what the business is asking of them if during the sales training you tell them exactly what that is.

Sales Training Tip 2. Teach the salespeople the companies value proposition plus get them to craft their own personal value proposition.

It is amazing how many salespeople do not understand or can communicate their companies value proposition. Also, if the new salespeople are involved in prospecting or business development, they will need to have crafted their own personal value proposition. Any salesperson whether new or experienced needs to be able to clearly explain why a customer should choose them over a competitor. It may sound simplistic but if your salespeople can’t convey a value proposition, they will struggle with buyer engagement. In modern selling, every salesperson must be able to create value with a customer by (a) what they sell AND (b) the way they sell.

Sales Training Tip 3. All salespeople should understand the sales process.

The new salespeople should be taught that the sales process is a set of predictable, repeatable steps that they take with a customer/prospect to progress them through the sales funnel to becoming a paying customer.

This is an example of a straight forward sales process used by many companies.

Step 1. Sales Prospecting: Salesperson (using Ideal Customer Profiles), researches and identifies list of potential customers with 2 or 3 contacts per company.

Step 2. Sales Touch Points: The salesperson plans out a series of sales touch points (email, social selling, phone call) to engage the prospect.

Step 3. Closing the Conversion Gap: Now the salesperson will use sales tools and sales assets along with seeking to understand the prospects needs and challenges in order to close the conversion gap and get the prospect to enter a buying process.

Step 4. Presenting and Selling: This is the top of the iceberg in selling terms, the salesperson will outline to the customer (and buying committee) how the product/service can solve their needs plus why buying from them will make their lives easier.

Step 5. Customer Verification: Every good sales process should have a series of customer verification points along the way, this high-level customer verification is constructed to qualify the prospect. Customer verification at this point in the sales process can include free trials, proof of concept, budget confirmation, timescales, free consultancy etc.

Step 6. Closing the Sale: This is negotiating and contract phase around final pricing, roll-out, implementation or delivery.

 

Sales Training Tip 4. Teach salespeople the sales habit loop.

This is about teaching salespeople in sales effectiveness. Helping them to cue up sales activity, to have sales routines, time management, how to reward themselves for tasks completed. The output is for salespeople to take ownership for their roles and success.

Sales Training Tip 5. Show them how to use a multi-channel approach.

Today, for a salesperson to increase their sales funnel and drive up the close rates, they need to be skilled in using a multi-channel approach in engaging customers. They need to understand the impact of social media and content on the buyer’s journey, learn social selling, how to use digital assets, how to do social listening, how to craft well written emails and how to use content (whitepapers, research) in the sales process.

Sales Training Tip 6. Make the sales training digestible.

The days of a 5-day sales training courses are gone, research shows that training works best in consolidated chunks of information. Keep each sales training module short. Use concentrated (ten to twenty minutes) learning sessions that contain focused material that immediately hits the point with the salesperson on that particular topic. Give them access to online sales training and point them to freely available learning material for their own commitment to improving their skills.

Sales Training Tip 7. Show them where to find and access sales assets.

From using LinkedIn, researching profiles and in accessing sales assets, to boost a new salespersons productivity you need to make information easy to access, searchable and fast.  Where to access sales tools and sales assets such as content should be part of their daily sales habit loop. If using CRM, them make such all information integrated.

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Sales Training Tip 8. Introduce Gamification.

Create sales games using real customer case studies, then introduce interactive activities. Set challenges for the salespeople across all steps in the sales process. Then have them provide answers and plans. Gamification in sales training is fun and can rapidly improve retention.

Sales Training Tip 9. Start with easy steps.

Depending on your business model or product, start the new salespeople on the easier (nothing easy in sales!!) steps in the sales process. That could be identify 100 prospects for a new product launch, to phone back lost business for research purposes or helping out on the products that are easier to sell. Nothing builds confidence more than successfully completing a sales task with the managers approval.Sales Training

Tip 10. Use E-Learning to Educate.

We live in the digital age where technology has replaced the need for traveling and lost sales time. The use of online sales training, video and E-learning allows salespeople to continually refresh their sales skills outside of working hours or while on the go. Using online training videos and modules, it drives ownership back to the salesperson for knowledge acquisition.

Sales Training Tip 11. Don’t overload them with information.

In line with sales tip 8, be careful not to overload a new hire with every aspect of the sales (and even if you do teach this information right away, it likely won’t be retained).

Break down each step in the sales process and learning the next step in the sales process should be a reward for mastering the previous one.

So, there you have some sales training ideas to use on a sales training course. The buyer supplier relationship along with how buyers engage with vendors is changing rapidly. So, sales training will have to become more dynamic and digitally driven, just like our buyers.

Note: This article was has been republished courtesy of The Digital Sales Institute from their article – Sales Training Tips and Ideas

Cold Calling Tips

Cold Calling Tips

Cold calling as a sales tactic still has its part to play in the sales process, but only if it is planned and executed properly. These cold calling tips will help your sales prospecting efforts so you can engage more people, more often.

If there is one aspect in selling that can cause sales reluctance, then it has to be cold calling. But it is part and parcel of reaching out to connect, engage and acquire new customers. Off course we all would prefer qualified inbound leads to sell to, however the reality is for a business to grow it needs a multi-effort approach to finding new customers.

cold-calling-tips

Cold calling tips

 

  1. Understand Your Prospect.

Create an Ideal Customer Profile to understand what your prospects likely challenges and pain points. Also, you need to see the bigger picture in their industry and what trends could be shaping their buying decisions as it relates to what you are selling.

Today, cold calling really only works if it is part of a wider prospect engagement strategy, a dial and smile approach just will not work.  Researching your prospect list against a profile is vital if you are to see success. Do not value your sales pitch above the investment you will need to make in the prospect at the end of phone. Understanding your prospects, their industry, news, market trends and your own product fit is a necessary activity before you begin cold calling. The better you do this, the higher the likelihood that the prospect will be more responsive to call. Ask yourself, what key pieces of information or insights will you share with them, to get them to listen to you?

  1. The Preparation.

The amount of preparation and planning for your cold calling activity will probably determine your level of success. Can you detail out the sales assets you will use? What other touch points or interactions with the prospect have you had prior to the call?  What is your value proposition to this list of prospects? In the critical opening minutes, you need to be able to communicate your value proposition to the prospect clearly and confidently. Very few 100% cold calls result in any form of success. In your preparation you should plan out which other sales touch points (emails, social selling, LinkedIn etc) you will use as to increase your chances of having a real-time conversation.

  1. Know your Goals.

Remember that cold calling is more than just rattling off some prepared sales script. The purpose of any cold call has to be focused on getting the prospect to listen by sharing some useful information and then move on to a discussion about their challenges. One goal could be to identify a person’s role in the purchasing decision for the product you selling.  Take the time to be clear about your goals and what outcomes you desire before you make those calls.

Cold Calling Tip: Connect and engage with users, gatekeepers and influencers at every company you target. It is rare today for 1 single person to make a purchasing decision.

  1. Put the prospects interests before your own.

If any salesperson approaches prospects with a blatantly obvious sales pitch, then they should expect a blatantly obvious response. The key to unlocking cold calling success begins and ends with the prospects best interests at heart. Adapt the mindset of a trusted adviser who will be a useful and valuable resource to the prospect, one who shares quality insights, is credible and knowledgeable. The priority is not about the product or service you sell but rather on the prospects needs, because if your mindset is on prioritising a prospect needs, you are now there to bring improvement to their roles and problems.

If you believe in what you sell and your personal value proposition to the prospect is genuine, then nothing will stop you.

  1. Your value proposition must be on target.

Does your value proposition bring clarity from the noise that surrounds your prospects working day? Are you clear on the value of your solution and how it will appeal to the prospects situation? What pain points or challenges are you addressing – will it save money, save time, improve productivity, reduce risk, speed up progress.  Is your value proposition compelling enough for them to stay on the phone to learn more? Do you have statistics, case studies and industry knowledge to back your value proposition so you are seen as an expert or adviser? The reason you are calling them is that your research, planning and preparation have indicated that you have something to share which is worth their while listening. You are not there to waste their time or share useless information. Successful cold calling is based on that you know why you are calling and why they should listen.

Cold Calling Tip: Include social media listening for trigger events as part of your research and preparation.

  1. Look for trigger events.

The activity of selling in itself does not cause someone to buy. Many buying decisions are as a result of a trigger event which requires a challenge or pain point to be resolved.  You can tap into these signals also known as trigger events by engaging in social media listening. As part of your daily sales habits, you should try to look for signals or triggers on Twitter, LinkedIn, Facebook, Google Alerts or News sites to keep tabs on recent happenings relating to your prospect list.

A list of trigger events to start a buyer’s journey include:

New senior hires. A new member of a company’s leadership team will invariable want to prove their value and make changes, so they are more open to new solutions. I’m not suggesting you go after this person but rather focus on your target prospect who could be a hero to the new boss by introducing new vendors.

Winning a large deal or customer wins. Could this open the door to an opportunity for your offerings. At the very least, reach out to the prospect to congratulate and see what impact this will have on their roles or business.

Company expansion. New hires, moving office, opening a new location or a geographical change is a trigger event that qualifies as an introduction opportunity.

Regulation or Industry Shift. Use social listening to keep abreast of any pending regulation changes or any industry trends that could shift a prospect from his or her status quo position. Educate yourself on these shifts to present yourself as an expert and trusted source of information.

Company Acquisitions or Mergers. If you already supply into a similar company or have a relationship with either party, this trigger event can be a great opportunity to get engage a prospect.

cold-calling-sign

 

  1. Build Credibility.

Your credibility comes to the fore when a prospect asks themselves “why should I listen to this person?” Did your value proposition deliver for you? One of the main ways to achieve credibility in the eyes of a prospect is to use some social proof in your value proposition. The use of social proof has become important in any sales prospecting activity from social selling to exploratory emails because it shows your prospects how your product has helped other people with similar pain points. It has to be genuine, so share a success story or case study of a company you helped who had challenges similar to the ones you believe your prospect may have.

So, Yes. Cold Calling can work!!

However, there is an investment required in order to make cold calling and sales prospecting successful. It starts with making it part of your daily sales habit loop and like every positive habit, you must want to do it and also have reason to do it. The success of cold calling will emerge from the investment you make in researching, planning, preparing and then your willingness to call and call again is what differentiates success from failure.

Selling Skills That Every Salesperson Needs

There is a whole range of selling skills that every salesperson needs to be successful in the modern sales 3.0 era. Thanks to the digital influenced world we live in, how salespeople sell has changed. The role of a salesperson is constantly evolving and a more consultative selling skill set is now required in most sales roles.

However, regardless of any sales methodology, one fact remains true: Successful salespeople will always be looking at ways to enhance their selling skills to achieve higher levels of performance. Whether it is getting better at social networking (social selling), developing their personal brand, improving how to do sales prospecting or account management, the reality is salespeople need support from sales management plus access to continuous sales coaching.

Both at the company and individual salesperson level, everyone has to invest more time learning and understanding the art and science of selling in today’s fast paced buying environment.

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Selling Skills Every Good Salesperson Needs

  • To have empathy and take the time to really understand a prospect’s needs
  • Ability to engage with a prospect at their level and on their terms
  • Is seen to add value to the prospect or customer at every stage of the process
  • An active listener along with skilled at asking questions to uncover challenges or objections
  • Can create a vision for the value that their product will bring for the buyer’s business

Let’s deep a little deeper as these selling skills.

Confidence and a can-do attitude.

Average salespeople do what is required, great salespeople do whatever it takes. A career in sales can be a bumpy road, salespeople suffer all manner of rejections by prospective customers along the way, and they need to be resilient, confident plus maintain a positive can-do attitude from the get go.

A winning mindset in sales “is not a question of do you know it, but rather of one ‘Do you want to do it?”. Because “If you want to do it, you will acquire the necessary knowledge and skills.”  In a sales career, a salespersons most valuable asset is not their value proposition, nor their sales scripts, nor their contact lists. Their most valuable asset is their mindset.

A confidence mindset allows salespeople to transfer belief in themselves and what they are selling to the customer.

An active listener and skilled at understanding the customers’ needs

Research has shown that successful selling is 54% listening and 46% talking. Whether prospecting or business development, active listening to really understand a customer’s needs (they may not even be aware of a need you have flagged as a result of listening to them) is a critical sales skill. Active listening isn’t passive as it involves asking clarifying questions. Salespeople need to understand it is more than just hearing what is being said. It means being constantly attentive to what the customer is saying and truly understand the sentiment or position of the other person.

We know that sales conversations are the key to successful selling in the complex, consultative, or solution type sale. So, effective sales conversations are the result of the salesperson taking responsibility for both their speaking and their audience’s listening.

Rapport building and selling their personality

Another critical sales skill to the ability to establish rapport and relatedness that opens trust with the buyer. So, selling their personality (and personal brand) is incredibly valuable. Being genuinely interested, authentic and engaging is the major plank in gaining buyers trust. Let’s take one step back, because great rapport building can be linked to the research a salesperson does prior to engaging a customer. Sharing insights and asking unique questions related directly to the customers business lets them know that the salesperson is not there just to run through the typical sales conversation.

Even in this digital world, people buy people. It’s about convincing the customer to listen in the first instance and then work towards gaining their trust that the salesperson is the best person to sell the product to them. A salesperson needs to sell their talents (product or market knowledge, problem solver etc) but, even more importantly, they have to sell their personality.

Business acumen and a drive for continuous self-improvement

Top salespeople possess a genuine interest in how business works. They have business acumen, an entrepreneurial drive and ability to self-evaluate their own performance. They can use this to engage customers and then create opportunities where they may not seem to exist. Successful salespeople also display a characteristic of business curiosity. They research and plan out the right questions to ask plus they seek out the right people to ask those questions to, along with finding the answers.

The forward thing sales professional will always see a sale through from execution to delivery as they value customers opinions and referral potential.

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Sales habit loop for sales consistency.

Salespeople have to acquire the skill via sales training that sales negotiation is a process not an event. This means having a well-planned out sales habit loop that consistently addresses all parts of the sales process. They pay attention to the 3Ps of selling – Prepare, Probe, and Propose.

So, there you have some of the selling skills that every salesperson needs. These critical sales skills that can make a difference in how salespeople sell – listening, rapport building, empathy, storytelling, and thinking on their feet, are things that most people in sales can probably do, yet ask ourselves – How much opportunity do they get to practice them? Sales leaders need to create a time and place to allow salespeople practice the more human side of selling to be successful in the sales 3.0 world.

Sales Prospecting

Sales prospecting is not an easy sales activity. It is a sales technique that requires training and constant attention to the latest developments in prospect engagement or lead generation tactics. Sales prospecting is a critical aspect of the sales process as the biggest challenge in sales is getting an opportunity started in the first place.

sales-prospecting

Sales Prospecting Should Match the Buyers Journey

Nearly all buyers go through a number of stages on their buyer’s journey. Along the way they will make decisions on the importance level of solving the pain point, they will evaluate the available solutions plus assess vendors who they feel can suitable. In the early to middles stages of the buyer’s journey, sales prospecting is about bringing clarity and communicating a value proposition to the prospect. A potential customer will also need to be convinced of how familiar they believe a salesperson is with their business needs. The outcome of a prospects decision or considerations can be linked back to how well a salesperson has built trust and confidence through the various sales prospecting interactions.

Successful sales prospecting ensures that all interactions and sales communication are geared towards creating specific outcomes, not for the salesperson but for the potential customer. A focus that outlines how the company can make the prospects life easier, their jobs more rewarding and outcomes that simplifies their buyers journey.

Sales Prospecting Tips

 

  1. Selecting target prospects to engage.

Use ideal customer profiles to map the buyers journey. Before a salesperson reaches out via social selling, cold email or phone call they need to be able to answer “why are they on the list of prospects”. What information, signals or insights would make them a potential customer?

Sales prospecting where salespeople have to find or create opportunities is not easy. It involves quite a bit of effort to establish credibility and to get the prospect to listen to what the salesperson has to offer. Sales prospecting has to be a planned, organized activity as random prospecting is mainly a waste of time. Core to every good salesperson sales prospecting activities, is the importance of understanding the company’s needs, as well as the prospects desired outcome they will get by using the proposed product or solution. Using LinkedIn, Google search, Forums and Business directories are the most effective and efficient way to find quality prospects that match a company’s ideal customer profiles.

 

  1. Create a Strong Value Proposition.

Sales Prospecting Tips from The Digital Sales Institute on Vimeo.

Never forget that a prospect only cares about their problems, their challenges and their pain points. They are not looking for a nine-inch drill, they are looking for a nine-inch hole. They want to listen to salespeople who make sense, who create value, who are credible and who will make their lives easier, this includes helping them through the stages on the buyer’s journey. Prospects don’t want to listen to product pitches. A prospect wants to hear solutions to their pains and problems, evidence that others have experienced this and got a resolution. They don’t need more vanilla flavoured sales messages. They want a value proposition that will make it worthwhile their time listening to a salesperson. They want insights, they want to see the end result (without the sales pitch) from the earliest step in the buying process.

So, create a strong value proposition and ask “Will it get a prospect to listen?”

 

  1. Social Media is a Key Activity in Sales Prospecting.

Social media is playing an increasingly bigger part in purchasing decisions and B2B buyers are being influenced more and more by social media. Within the next decade, the majority of B2B buyers will be digital native. Social media will be their go to channel to research, connect, reference and to educate. Social media not only gives salespeople access to buyer profiles, but rich data such as background history, connections, similarities, likes, interests and deep insights into the company. Social listening can throw up signals about the prospects needs, trends in their market or challenges within their industry. All this data can be used in prospecting research and in the creation of a value proposition for a specific market.

Also, social selling along with the growth of inbound lead generation have surpassed the older, more traditional forms of sales prospecting. Whatever other sales prospecting tactics a salesperson uses, the use of social media and social selling has to be on their list.

 

  1. Learn to use Sales Tools and share Content.

Potential customers value content that helps educate and fill in some blanks for them. As more and more selling will be conducted via the digital channels, sales teams need to up-skill on the use of sales tools and content (articles, whitepapers, research etc) to engage a prospect. Content that supports sales prospecting activity must be based on fulfilling the customers’ needs and requirements. The goal is that they build a trusted connection with the salesperson via their interactions. Buyers are drawn to thought leaders and surveys show they prefer interaction with salespeople whom they consider to be a trusted adviser.

Many companies are now prioritising the education of their target audience through the creation of deep and insightful content assets that makes buying easier, and they are doing this with a customer first approach.

Sales tools such as video, ROI calculators, AI, scenario planning, live webinars, messaging channels and virtual tours will continue to grow.

Sales prospecting prioritises building longer term relationships

Always take into account that at any time, just 3% of your target market are actively seeking to purchase with approx. another 6 to 7 percent in the consideration stage. This leaves a whopping 90% of an addressable market that is in “the status quo position”. The fact is that while a prospect may have pain points, no salesperson has made them critical enough that a buyer wants to prioritize a solution.

Salespeople can get lucky with sales prospecting and find the 3 to 10% of the market seeking or considering to purchase now. However, to be truly successful a salesperson will need sales training to nurture more relationships. Nurturing and engaging a focused group of ideal customer profiles should be an essential part of every sales prospecting strategy. This takes time and skill but sales prospecting is now about getting in early, building credibility, cultivating a relationship and getting the prospects trust that when the time is right, they will move with the salesperson who has influenced them the most.

Regards

Brian

The Bitter Business

Sales Strategy – Inbound Sales – Digital Sales Transformation – Social Selling – Sales Training

Sales training and digital sales transformation including social selling strategy training in Ireland.