There’s a thing about sales that probably doesn’t apply to any other area of business – and which makes it an absolutely prime candidate for good training programmes. Most sales people think that they know everything there is to know about the art of sales: which, of course, means that the companies who employ them are often losing out on valuable revenue. The majority of sales people, naturally, are very good at what they do – but they could always be better. Sales training is the best way to keep a sales force ahead of the curve – and it can be done quickly, efficiently and in house.
To be successful in selling requires an effective sales process, a good understanding of individual buyer needs and a sales person with the ability to build a rapport with decision makers and influencers. Unless sales people regularly update their skills they’ll never know that new and improved techniques are out on the market: not, that is, until they find their own sales dropping whist those of their competitors are rising. That’s the prime point to make about sales training. In a tough market, having a more effective sales force can make a big difference to top line sales.
No business can afford to have its sales people perform less effectively than the competition. Any business that employs sales people relies on them heavily to drive sales growth. Taking the sales team off the road and spending money on training courses may not seem instantly attractive but the return on this investment can be a boost in sales from existing customers and an increase in converting prospects into customers. And if sales training is booked through a good provider (there’s a UK based training company called Righttrack Consultancy, who seem repeatedly to head up top spots on lists of innovative achievers), it can be tailored to meet the exact needs of any business.
Righttrack (to hold with our example) offers all sorts of training courses, every one of which can be tailored to the needs of the company booking them. The sales process a company uses, or the challenges of a specific market can be incorporated into the sales training.
The point, like the song, remains the same no matter what one’s actual business is. Sales training is invaluable if one’s business is to continue expanding in the sell-heavy world of modern consumerism. People have been conditioned to buy, which makes them harder to sell to: these days, they want the cat’s pyjamas as well as the bee’s knees, and the best trained sales people have the best chance of winning the business. It might cost a little now, but it will pay for itself in the long run.