Sales Training Effectiveness:
Increase Your Bottom Line With Sales Training That Sticks by Chuck Mache
Why are sales training programs
so often unsuccessful? The typical company spends tens of thousands to hundreds
of thousands of dollars to put its entire sales force through the latest,
hottest sales training program touted to increase its bottom line numbers. But,
just as with all the previous sales training efforts, only a small percentage of
participants embrace the new skills taught. For everyone else, the status quo
reins, and the bottom line doesn't move one bit. What went wrong, and how can it
be done right?
Getting to the next level in selling requires a careful evaluation of your sales
executive's true intentions.
Many executives, and even the sales trainers themselves believe that sales
training is a one-size-fits-all proposition. They couldn't be more wrong! Your
sales executives or representatives cannot improve unless they are absolutely
honest about who they are, what their intentions and motivations are, how good
they are and what their strengths and weaknesses are. Only then can behavior be
modified. Not all reps have the same intentions or motivations and therefore are
not equally prepared for training. That's why standard training programs work
for only a small minority, while leaving the majority of the audience unmoved.
The first step to sales training success is to determine and evaluate the makeup
of your organization's sales team. The four types of sales professionals are:
* The Performers -- They are the natural-born top producers. They have big egos
and are emotional, intuitive, passionate, competitive, extroverted and
impatient. Performers don't learn in training sessions, they learn by doing.
* Professionals -- They also top producers, but they are even-tempered,
analytical, logical and quietly competitive. They are internally passionate and
patient and have a very controlled ego. They thrive in the classroom setting.
* Caretakers - They are those are stuck in a comfort zone. They are
passive-aggressive, don't like change and don't like to attempt anything
difficult. Although they show signs of brilliance, they are inconsistent or
mediocre producers. The good news is that they are sleeping Performers or
Professionals, depending on their personality.
* Searchers - These sales representatives get into sales because they perceive
it to be easy, but then they don't do what it takes to be successful because it
is too painful for them. Victims of poor hiring decisions, they soon realize
that they really dislike sales. Searchers do not belong in sales positions.
This eye-opening exercise gives both rep and manager a basis for future
discussion in a one-on-one meeting. Even in a private session, reaching
agreement can be challenging, but one thing is certain -- productivity never
lies. If someone is in the top tier or is showing consistent upward sales, he or
she is most likely a Performer or a Professional. If not, the rep belongs in one
of the other two categories.
The remaining steps of the breakthrough model focus on developing customized
training based on identifying the strengths and weaknesses of the individual and
then getting personal commitments to change from all those willing to do so.
Step 2: Identify what makes a superstar salesperson.
What does the perfect sales executive or representative do? What are their
characteristics? What are their strengths? What is the most important qualities
that they possess?
While most sales training is focused on product knowledge, get specific to your
industry and items such as solid work ethic, superb presentation skills, and the
ability to build relationships. Define passion and goal setting. Here's a tip:
Let the sales team build the perfect rep.
Step 3: Evaluate each salesperson's skills and behaviors against the best,
identified practices
Have the sales reps rank themselves and each other on a scale of one to five
(from weak to strong) against the "perfect rep." Then, have their manager rank
each one in the same manner. Finally, synthesize the scores and come to an
agreement on each rep's ranking in each category. Gaining agreement may have to
come in an individual meeting between manager and rep.
Step 4: Customize the path to breakthrough achievement.
Once every rep's strengths and weaknesses have been identified and rated
according to the ideal, it becomes possible to customize each sales executive's
path to breakthrough. Train individuals in their weak areas weak, and leverage
their strengths to help in the effort. Schedule ongoing training sessions that
range from 15 minutes to one hour each, depending on topic and individual needs.
Make sure ongoing and consistent weekly or monthly follow-up takes place. It is
critical for successful transformation.
Step 5: Get a commitment to change.
It can be difficult to get everyone on board, but if the first four steps are
done correctly the percentage of committed salespeople skyrockets. Unless they
are motivated to improve performance, no amount of training will succeed. Some
people are simply not interested in changing, but these first four steps can
break even the hard cases.
When motivation and commitment are strong, a Caretaker can become a Performer or
a Professional depending on their personality. Professionals can begin to take
more risks in their selling game, thus opening up new opportunities. Performers
can learn to balance their emotions and spend more time in the selling zone.
Invest In Success
Pure and simple, traditional sales training programs fail because most
participants don't embrace them. . Lacking any motivation to improve, they only
go through the motions of the program because they have been told to do so. Next
time before spending your money on sales training, make sure the sales force is
prepared to train and that the dots are connected through the five steps of the
Breakthrough Model.
About the Author:Breakthrough
mentor and sales expert, Chuck Mache, has 25+ years of experience in selling,
managing, building and leading sales organizations regionally and
internationally. Use his transforming knowledge and expertise in building
heavy-hitter sales organizations, and increase your productivity and
profitability by buying his book, "The Four Kinds of Sales People" today at
http://www.thefourkindsofsalespeople.comSource of this article:
www.goarticles.com
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