How Sales Can Be Improved With Sales Training

by Guest Expert

There is a definite need for most sales people, business owners and non-selling professionals to learn how to sell their products and services.


There is a problem with a large percentage of sales training in the marketplace today. Just take a look at the end results subsequent to the sales training of yesteryear.

The average sales training is one to three days in length. Statistics have shown that whether it is public or in-house, it will be forgotten within 30 days. Therefore sales training has to be an on-going process not just a day to three-day event.

On-going sales training is a few hours a week for a few months, from a quarter to a period of a year or more. However this process can be costly to conduct live programs.

The best alternative is interactive virtual training allowing participants to learn at their own pace, be tested and tracked, introduced at, and followed, by an annual sales conference.

Each sales training session starts a review of the previous session, lessons learned in the real world where it was applied over the past week, and then move on to new material to be applied over the following week.

Through this on-going sales training and coaching process, sales training skills are immediately acted upon in the real world and become an effective habit. Even though some sales are lost in the learning “how to sell” process, lessons are being learned and talked about weekly.

Every sales training program will teach you how to sell and sales will be made. But only on-going sales training will provide the sales training skills that is needed for bottom line measurable results.

Sales training needs to go beyond how to sell. It need to address attitude, behaviour, discipline, personal productivity and how to attract, engage and empower buyers to buy.

These sales training skills demonstrate how to build trust, how to set ground rules to eliminate surprises and not waste the buyer’s time. Use of asking effective questions is a sales training skill, as is listening.

Both skills are required in order to qualify the buyer in terms of specific requirements, budget, and decision making hierarchy. Finally, another sales training skill is how to summarize all the facts prior to providing the prospect with a prescription or presentation.

Sales training is not about tricks and techniques. It must provide an understanding of human behaviour; an understanding of universal buyers’ requirements; and ultimately, an understanding of how buyers buy and how honesty and trust afford lasting relationships and a secondary sales force.


Bob Urichuck


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