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TRAINING


Nine Strategies to Make Training Work GEOFFREY JAMES


Sales managers expect a lot from sales training. They want to keep the team’s skills current, change sales behavior to meet new market needs, and en- sure the sales process causes revenue and profit to grow apace.


Accomplishing all these goals at the same time requires strategic thinking, so we asked top sales trainers how sales managers should allocate their training resources to create maximum results – regardless of the sales train- ing firm they actually employ. Here’s what training experts suggest.


SECRET #1:


THINK OF TRAINING AS A LONG- TERM INVESTMENT.


The best investments of sales training dollars are tied to enterprise ap- proaches to improving the overall ef-


24 | MAY 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


fectiveness and efficiency of the sales force. The key is to create a consistent customer management process that all salespeople can use on a day-to- day basis. This approach touches the or- ganization in multiple ways. Top performers have their best practices reinforced and enhanced, while low performers quickly realize whether they can do the job. At the same time, average performers gain clarity on what it takes to become a top performer. That’s great motivation for the “fair to middle” achievers, which


fuels the performance of the entire organization. Similarly, you should avoid short- term sales training programs that focus simply on motivation, building confidence, and scripted approaches to dealing with customers. Indeed, some individuals may need these things, but they should be dealt with on an individual basis as part of their personal development plans.


SECRET #2:


RESEARCH, THEN PRIORITIZE, YOUR NEEDS.


Every sales group has a unique set of needs. For some it may be selling a broader solution, calling on a differ- ent market or decision maker, dealing with more senior-level clients, negoti- ating with procurement professionals, repositioning how they are perceived, or providing a fundamental block- and-tackle sales program.


AARISHAM / SHUTTERSTOCK.COM


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