Sales Personnel Training
Sales personnel training is designed to instill the skills needed to sustain the sales process from initial inquiry to eventual sale and then follow-up. Different techniques may be required, depending on whether salespeople will be selling to personal or business customers or both. Sales may take place face-to-face, by telephone, by mail or online. You need a range of complex skills to effectively carry out the sales process.
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Sales Techniques
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All sales personnel should receive formal training in sales techniques. The content of the course should strongly reflect the nature of the company's business. For example, telephone techniques should form a key element of web-based sales training in which orders and inquiries are placed over the phone. General sales training should include such topics as identifying and understanding competitors, and using and building on competitive advantage.
Identifying the Customer
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Effective selling comes from identifying who is in each decision-making unit (DMU) in a buying situation, and what sales messages will appeal to individual members of the unit. This may range from different family members in a personal sales situation, to a business-to-business DMU that may comprise three end users, plus a secretary who acts as a gate-keeper, and an accountant who ultimately controls the budget. In-house training based on a study of existing customer types will help raise awareness of quality customer service.
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Communication Skills
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A key part of sales training is developing highly intuitive, responsive and persuasive communication skills. This should involve role playing to develop questioning and listening techniques. It should also cover reading the customer's body language and tone of voice, and using mirroring techniques to copy and reflect back the buyer's mood.
Product or Service Knowledge
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Sales personnel also need to receive regular, detailed training in the products or services they sell. A deep understanding of the features and benefits of what the company produces is the sign of a true sales professional. Practical user feedback and customer testimonials should be provided as part of the training to assist salespeople in empathizing with the customer experience.
Personal Branding and Confidence
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Good salespeople should be well groomed and appropriately and neatly dressed. They need to exhibit a friendly, positive demeanor, and natural enthusiasm and energy. Training sessions that focus on appearance, posture, personal mannerisms and voice control can help improve the salesperson's confidence.
Motivation
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At times, selling can be a disheartening, frustrating and boring process. To help salespeople maintain their enthusiasm and determination, training should be provided in goal-setting. Reward and recognition processes should be in place.Time management training may also help to support the salesperson's ongoing efficiency, while assertiveness and relaxation training may reduce stress levels and enhance confidence.
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References
Resources
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