Guide to Effective Sales Training

“Here is a simple but powerful rule – always give people more than what they expect to get,” writes Nelson Boswell, a British Journalist. Think of a time when a sales representative gave you more than expected. Did they have expert market knowledge, exceptional communication skills or were genuinely passionate about what they were selling? Over-delivering, as Boswell notes, is a powerful way to “wow” customers and make sales. Building an effective sales team through sales training is a way to over-deliver, increase “wow” experiences and ultimately get to a yes.

Effective sales training starts with a clear understanding of the market landscape, the brand and product’s position within it and then it’s time to build confidence, advanced communication skills and inspire the team. If you’re bringing on a newbie sales person, your focus should be understanding the market and the product or service’s position within it. If you’re bringing on an experienced sales person, your focus should be about building confidence and communication skills to build relationships and make the sale.

Bringing on a Newbie

Newbies require a “crash-course” in industry background and the company’s product or service offering within it to become experts. To make new hires market experts, try hosting a week or two shadowing program for newbies to understand the intricacies of day-to-day operations, or if you’re hiring a new sales team, have them present a competitive analysis to senior sales experts. As sales is highly competitive, turn the presentations into a competition whereby senior sales experts vote on the most thorough and effective presentation. The winning sales team could then take top client accounts or be team leaders. Or, at the end of the initial training program, host an exam that tests the sales teams’ understanding of how the company’s unique products are positioned in the market and key selling points.

Advancing an Experienced Sales Representative’s Skills

Sales people should have a baseline understanding of the market landscape, but it’s advancing their selling skills that makes them effective. Take sales training to the next level by advancing communication skills, active listening abilities and inspiring a can-do attitude. Think of great communicators, such as John F Kennedy and Barack Obama. Both men had great confidence, communication skills and actively listened to the public. The Toastmaster’s Association builds communication confidence by mandating that everyone at meetings say something to the chapter. Apply this tactic to your sales team by mandating every sales person is to discuss best practices during meetings and take questions to refine their listening skills.

As a sales person, your value is linked to your ability to establish a rapport with prospects through effective communication and active listening skills. To help make that first connection and build a rapport, imagine walking into a room of 100 of your best friends. Try having your sales team sell products to human resources or another part of the company. Dry-runs between departments can help build confidence and the ability to build a strong rapport with prospects.

Once your sales team has a clear understanding of the market, communication skills to build a rapport with prospects and confidence to sell, inspire them to have a…

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