Improve Sales through Non-Traditional Sales Training

In today’s economy, many sales forces are asked to perform at higher levels with fewer resources and more pressure than ever. Sales forces need a strong support system, including training to equip them with knowledge and to ensure they stay focused on common organizational sales and operational goals. The challenge continues beyond developing and delivering the right training; measuring training results in a way that helps upper management understand the value of training to reach sales goals is equally as important and challenging.

In many cases, training is missing one key aspect; the sales relationship. More than 60% of respondents during an Adayana-hosted webinar identified that selling value versus just selling a product or service is their biggest training need in the organization.

However, in most traditional sales learning programs, sales representatives are taught strictly product training rather than an approach where sales representatives are equipped to develop fruitful and lasting relationships. This relational aspect becomes increasingly important in tough economic times, when buying decisions are often delayed and doors close for those with only products to sell.

Below are several differences between the traditional  and non-traditional methods of sales training:

Typical Product Training

1. Marketplace Overview
2. Product Overview
3. Product Features
4. Product Benefits
5. Competition

Proposed Product Training

1. Target Prospects
2. Develop Relationships
3. Present Solutions
4. Close Sale
5. Execute Service Delivery

More than 80% of respondents on the Sustaining Sales Performance webinar claimed that their sales programs do not currently have a methodology in place to measure the effectiveness of their sales trainings. This lack of measurement makes it difficult for sales training programs to be deemed successful or unsuccessful and makes it even more difficult for sales managers to request a better sales training program. Additionally, the lack of follow-through is typically accompanied by a lack of measurement. Without follow-through, sales representatives have a difficult time staying on track with sales and operational goals.

By creating a “line of sight” overview for sales teams, you can easily identify long-term goals for various parts of your organization from sales individuals to c-level or senior management. By determining your long-term goals upfront, it allows you to track progress along the way and develop a sales training program with the end in mind rather than the immediate return.
For more information about how Adayana can help you evaluate your current sales training programs and enhance them to include relational and measureable aspects, please contact Marty Murrillo at mmurrilloadayana [dot] com.