Training
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Sales Training is a critical component contributing to the success of most companies. For sales and training executives and managers, assessing and selecting from amongst the many sales training and methodology providers can be a daunting task. However, sales training is a significant (and from a financial reporting standpoint, often a “financially material”) investment.
Basic Sales Training Requirements
Training Objectives
Learning Objectives
Desired outcome (e.g. sales increase per participant, deals closing sooner, less discounting)
Criteria and methods for measuring the outcome
Baseline Assumptions
What methodology, processes, and procedures are you currently using?
What does your sales force already know?
What are their individual and aggregate strengths and weaknesses?
Areas requiring training (for example):
employing the companys sales methodology
product knowledge,
selling process,
communicating up and down the sales “chain of command”
prospecting
gaining and maintaining access to senior-levels
closing
viii.
getting to the right buyer
devising strategies and tactics to win against a specific competitor
Why train?
Increase Sales
Better trained salesperson will sell more
Enhance customer relationships
Train to handle
shortages
inflation
competition
recession
Decrease costs
Train to manage
Territory
Expenses
Whitmores study of qualities that can be learned through training
Respect
A good salesperson
Selling knowledge:
A good salesperson
is liked as a person
has common sense
is considered a “friend”
Understands buyers problems
Appears to be better trained
is a better conversationalist
is more well rounded
Is less affected by pressure.
has more drive
is more mature
has more product knowledge
has more industry knowledge
has more market and market condition knowledge
has information about people that use the products
tends to use more high-pressure
presents novel ideas to buyers
is willing to spend time with buyers
is able to get better delivery times
Training program content