Most sales training firms fail to deliver a complete sales training experience, often missing the four basic categories of types of sales training programs. To be truthful, most do not even touch on half of the relevant categories. In reality, it is common for a company to focus on one or two categories, leaving their students lacking in areas that can allow them to make more money in your company.
We have a few ideas about why this may happen. It may be partially due to the personality of the person in charge of leading courses. Some extroverted salespeople may see themselves as the driving force of the team. In the minds of these people, sales training is equivalent to a pep-talk before a big football game. Thus, they usually focus more on motivational training.
Sales managers who are not on the extroverted side tend to think of themselves more as teachers. They potentially spend their time on the basics, including getting a team to be fluent in the basics of the sales area.
We believe that the actual reason so many organizations don’t use all different types of sales training is that the people in charge of sales are just not aware that they exist. Sales leaders usually try to replicate the sales training that they got in the earlier stages of their careers. Because of this, managers with an incomplete background will pass down an incomplete set of skills to their sales team. This cycle will continue endlessly until someone realizes what is going on and takes conscious steps to stop it.
You can be the one that breaks the cycle of poor and incomplete sales training. Here are the four different types of sales training that you can pass on to your staff to make them more knowledgeable.
- Basic Sales types of sales training programs
Any sales team or sales member that is just entering the business will need to invest time on getting in with the basics of sales. New hires should be familiar with active listening, critical thinking and questions, working with objections, selling a product, presenting, and basic office work and communications. When hiring a new sales team member, you will need to make sure that they are familiar with basics early on. If they are not exactly familiar with everything, then they need to be willing to learn it quickly. For some office tasks, such as using sales software, all you will need to do is give a quick run-down of what to do, and let the new sales staff member figure out the rest. However, there are some skills that will take their entire career to refine. It won’t hurt you to hold an occasional refresher session to refine their office and sales dynamics.
2) Differing Vendors
This type of training places an emphasis on convincing customers that they should buy from you instead of another vendor. The specific content of the course will vary between companies. All training in this section should offer techniques that advertise your company as the best on the market. All companies should make it a necessity to have at least some of this training in their curriculum. This is very important for markets that have a high demand for business. To be more specific, you need to have this is markets where customers are always actively looking for companies like yours. Company differentiation training needs to occur during the onboarding process, so salespeople can have a clear picture of how your company is different from all others. This is especially true any time you change your sales strategy, introduce a new product or service, or when there are changes happening in the market that warrant a refresher in the way your team operates.
3) Demand Creation
This is an area of training that is not necessarily applicable to all companies. If your products have an explicit demand and a constant and diverse market, then you will not need this. Most firms, on the other hand, offer services or goods that people are not sure they need yet. This is where clever marketing comes in handy. Training like this makes your sales team aware of how to facilitate change within the market. This can be a complex task, so your sales training should take a look at this topic on a regular basis.
4) Personal Motivation
These are the speeches to the team about how great they are doing and how much you appreciate them. These speeches might be annoying, but they get people fired up about selling and making more money for your corporation. While this may seem like a quick, easy and fun strategy to get sales fired up, it is not an effective way to create long term success among your sales team. The excitement created during the weekly team meetings where you deliver these speeches will grow weary to people after a few weeks. This does not necessarily mean that you should ignore this method altogether. It is important. Similarly to the way that you want prospective sales to get emotionally invested in the product you are selling, you need to get engaged with the hearts of your sales team. This will make them more involved with what you are trying to accomplish in your corporation. So yes, you can go ahead and have your pep-rally session in the conference room, but do not push aside the other forms of training as well.
Creating an effective sales training program is a complex process, but it can be very, very effective for generating revenue for your team. To help you get moving with your sales, we have a lot of resources. Feel free to take a look at the other items on our site, and use our helpful training resources to get your sales boosted.