Training your sales team can be a bit like Chinese whispers, someone teaches you something, you teach someone else, they teach someone else, and soon enough the message is getting mixed up.
What you began with was great and well thought out, but along the line, key parts dropped off and at the end, all you are left with is the vague notion of your intended message.
Sometimes we come across sales people with one year of experience, repeated 15 times, that is to say, they learnt everything they needed to know in the first year and then stopped growing.
It is important that you and your sales team take a best practice approach to training. This is absolutely necessary for a number of reasons.
Firstly, what works for one person may not work for everyone, we all have different selling styles and every buyer is different so we need to be malleable. You may have an extroverted sales manager or senior sales person trying to teach an introvert how they do it, but the introvert is totally uncomfortable with their approach.
By developing a sales process based around best practice, we start to build the fundamentals that can be moved, edited and customised as necessary, but the key is that we have started with a strong foundation.
The second reason it is integral to build a strong sales process with your team is consistency, without it your sales results may be inconsistent.
If you don’t have any guidelines and are told “go out and do what I do, it works for me” or “it works has worked for us in the past” it can be easy to make small mistakes within your process which means lost opportunities.
Finally, if you can develop a strong sales process with your team, you will achieve more predictable and measurable results. There are fewer variables in play, and if something goes wrong you can pinpoint it more accurately.
The key is to train your team properly, they are worth the investment, they are the ones bringing in your income and keeping your business afloat. Don’t take shortcuts with your training procedures.
When considering the investment in training, consider this question - how many extra sales would each team member need to achieve to recover the individual investment.
To quote a successful industrialist from the 1960s: When asked why he invests in training his people and many of them end up leaving and going and work for someone else. His answer to this was -
I hope you have a profitable and productive month.