Sales training: what is it, types and how to assemble? See everything here!
Sales training is and will always be essential within any company. It is only through this that salespeople will have the skills needed to close more deals.
But, it’s more than that.
Training the sales team ensures the best practices for what really matters: creating value for customers. The sale, of course, will be a consequence of this.
Qualification needs to be constant. The chase for being able to do more and better every day too.
After all, the competition doesn’t stop. Improvement is and always needs to be constant.
Technology impacts our daily lives and changes the way customers relate to the brand.
There we can also note the importance of good sales training. It needs to be constant.
It’s not because you’ve shown the modus operandi to your team that the job is done.
There is a lot to do!
In this text, we separate some steps for you to build a commercial training that really works within your business.
Of course, each company has its peculiarities. But overall, these are actions that make sense for most organizations.
Let’s check it out?
Why is sales training so important?
Sales training is the decisive factor to motivate the sales team and give them the conditions to achieve the proposed goals and objectives .
Training, knowledge and security to work…
How good it is for the sales team to notice that the company is concerned with qualifying them. Have you ever stopped to think about it?
Organizations, when they offer their collaborators the condition for them to acquire more knowledge, are investing in themselves.
Investing in people, in sales training, will never be a waste of time, resources or effort.
This is an investment in more productivity . In a healthy sales routine and conducive to salespeople getting better and better.
And, as a result, with a focus on the customer , ensure their success in all stages of the sales process .
Empowered, self-assured people work harder and better.
That’s why, in the commercial sector, it’s so important to invest in sales training within the mission, vision and values that make sense for the business.
5 Steps to Setting Up Effective Sales Training
Good sales training includes:
- complete communication skills;
- knowledge of sales methodologies ;
- ability to bypass objections with use of some mental triggers ;
- trading techniques to accelerate closes;
- among other essential skills to ensure sales.
But to build this training , it is necessary to take some measures. Have a plan with dates and actions of what will be done and by whom.
We have separated below 5 steps for sales training to be efficient within the company.
These are some tips that make sense especially for the inside sales model .
But they can be, as long as they are adapted, used for field sales, when the seller is on the street, “knocking from door to door”.
1 – Choose a good leader
This is one of the first steps to be taken – and one of the most important. Who will be responsible for conducting sales training and imparting knowledge to salespeople?
It is common for the sales leader to assume the role at this point. But, is this the right person to motivate, captivate and hold the attention of those who will listen?
Sometimes that’s not how it happens.
And many companies opt for a sales consultant at this time. Yes, someone outside the organization.
In theory, this professional has knowledge and experience in training that the company’s best salesperson does not necessarily have.
It can make a lot of sense to opt for this style of coach.
Even because, the evolution and effects of training need to be monitored later.
Then we’ll get into a dilemma. What is better?
- let someone on your team do this, displacing them from their main activities;
- having the external professional fully focused on qualifying your sales team.
Choose what makes the most sense for your business. Be aware of the types of leadership that make sense right now.
Remember that from the moment the training is given, you must constantly monitor, review and continue training salespeople. Especially those with greater learning difficulties.
2 – Define skills and competences
Start with the skills and competencies you see as essential to succeeding in sales .
It will hardly be possible – if not spending a lot – to hire a ready, mature salesperson, who can give immediate results.
Not every salesperson needs to have specific knowledge of sales or what their company sells.
Read: choose sellers who have good virtues. Good values.
And it’s healthy, in fact, to have professionals with different characteristics, who complement each other and help make the sales process more rounded.
But look for positive people. Who like to talk and deal with other people. Empathize with the prospect.
Value employees who have skills and competence dealing with:
- trading psychology;
- sales targets;
- understanding the ideal customer profile ;
- knowledge about market segmentation ;
- familiarity with sales systems, among others.
List what is relevant that your seller has. Then narrow the list down to 3 or 4 main items.
Being too demanding will waste your time. Remember: there is no perfect seller. But sales training can get him there.
For example. Within the inbound sales model, take into account which features are essential for cold calling .
Here, the power of persuasion needs to act, after all, it will be essential to understand how to sell over the phone , right?
But if the model is outbound, then think of values like the employee’s body language
One way or another, you will have to choose the values and some core competencies and start building your team.
3 – Assess the gaps
After defining the skills and competencies, it’s time to avoid the gaps between what the company needs versus the salespeople’s current skill.
The new sales team will certainly be at a lower level of knowledge.
It is time to identify which points are falling short and start directing efforts when planning sales training.
If there are common gaps, then the plan can be more comprehensive, working for everyone.
But if one or the other has distinct defections, then it might be helpful to take a more individual approach.
Focus on the skills and competences that are most lacking in people, giving special attention.
Structuring the program in this way can allow less experienced salespeople to have a faster learning curve.
And that will make a huge difference for him to be able to produce faster.
Provided, of course, that he continues to receive training at more advanced levels, as he evolves his knowledge and practices.
4 – Start with impact training
Impact training serves to impart skills and knowledge more quickly and effectively.
The idea is to give an intensive period to make the team aware of their expectations and transform their basic knowledge into an intermediate one.
Depending on how complex the business is (customers, product, market, etc), this can take 2-3 days.
This can happen with a sales consultant giving talks – both face-to-face and virtual. Merge this moment with professionals who are already in the company.
Give them a moment to explain how the company’s sales routine works .
Take the opportunity and bring someone from the marketing team to speak.
After all, these two areas need to dialogue within the company. And nothing better than showing it right away to whoever is coming, right?
Also have content that helps at this time. Texts, documentation, videos about the product or service help at this time.
The sales playbook is one of the main factors that help in training salespeople, for example.
5 – Incorporate the practice as soon as possible
Theory is important and needs to be complete, of course. However, a good sales training program incorporates the practical part so that the study is reflected in real everyday situations.
Even the most complete lecture or the most explanatory video does not reproduce the real situation, of the salesperson in contact with the customer.
To meet this need, role-based training can be applied.
This is very useful for sellers to be able to deal with possible objections during the negotiation.
What answers can be given within existing sales techniques?
It is much easier to guide them on what to say in these training situations (and for that to simulate different contexts) than in a real negotiation.
Simulate, rehearse, guide. Then get the salesperson to deal with a real business opportunity so he can put everything he’s learned into practice.
Sales training: fixed and renewed knowledge
By now you should have something pretty clear inside your head: you can’t stop evolving.
Customer expectations, products, persona , methodology…. everything changes very quickly.
And, therefore, there is no sales training that is definitive.
Conduct performance evaluation on a constant basis. Give feedback to your sellers.
But, even better: ensure that knowledge is, more than renewed, something fixed within the company.
Good practices cannot be restricted to the best sellers. And if they leave, what will the knowledge of sales within the company look like?
That’s why the sales playbook is so important.
It needs to include all the knowledge that the company acquired in sales.
History, practices, values, description of products or services, email templates, scripts… among many others.
All kinds of relevant information or data that help salespeople learn faster and, of course, close more deals need to be in this document. And not just in the minds of your best sellers.
Thus, you guarantee knowledge that is always renewed, but best of all: within the company. Ever.
So, how can we help you?
If you have questions about this article, or want to learn more about how technology helps companies sell more and better, talk to a consultant today.
Enjoy and read two articles that will help you on a daily basis.
The first talks about the difference between efficiency and effectiveness in sales.
The second one brings some tips on how to be a great salesperson every day.