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Can Sales Training Really Make The Difference?

Mar 22, 2008
The sales profession is probably the most competitive aspect of business and has one of the worst reputations. Images of slicked back hair, sharp suits and flashy jewellery with a pushy nature led people to hate the sales industry and in particular this stereotypical image.

Thankfully, the selling industry has moved on from the bullyboy tactics and as a result, organisations across the UK have invested heavily in sales training. With customers being more demanding and competition dramatically increased, organisations have had to develop their sales people to make sure they get customers on side and more importantly signing their business contracts.

Whatever the training method, be it bespoke, ready-to-run or e-learning development organisations see sales training as a vital investment to ensure they gain an edge over their competition. Many organisations do favour investing in sales training that is unique to their needs, values and vision as the learning is specific to their future plans and their employees. This can make a real difference and can be easier for delegates to transfer their learning into the workplace - which makes a real difference to an organisation's success.

Learning and development specialists have been creating bespoke sales training for years and work with a diverse range of organisations. Mike Cooney, Director, says, 'My career started off in sales and I have seen and experienced the stages organisations have been through while developing sales training. The focus has changed considerably as before many organisations operated a 'smash and grab' approach to sales, where as now the focus relies mainly on building relationships. This has led to sales training becoming much more advanced and interesting, as well as yielding great results.

One thing that many clients have had in common is they all wanted to improve on their existing approach to sales. Whether sales methods are via telesales or face-to-face, sales principles about understanding the customer and the proposition of the product / service will make the difference between selling and failing.

Examples of key aspects that should be covered in sales training are:

- The total proposition - understanding all elements of a product / service will improve a sales person's knowledge, confidence and ability to find the right solution for a client

- Creating value - ensuring that the added value of a product / service is communicated correctly to a potential customer is vital when trying to stay ahead of your competitors

- Understanding the customer - knowing what aspects appeal to different types of customers and how and why they buy the product / service all help to get inside the mind of a customer, which in turns help to sell to them

As the list above shows, there are many elements that need considering and acting on to be successful at selling. Designing a bespoke sales training programme can be complex depending on what issues need covering, however talking to development specialists such as A training agency will make the process much more manageable and ensure employees have the right skill sets to be successful.
About the Author
Shaun Parker is a recognised business consultant. He really values the use of Sales training as a method of improving your sales.
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