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The Definitive Guide to Sales Training
Introduction
We’ve written this guide based on the most common questions we are asked by companies considering purchasing Sales Training, those who have bought sales training from us, and those who are considering implementing their own sales training programmes.
Our goal is to give you as much information as possible to make an educated decision on Training for you and your business.
If there are any questions we have missed then please leave a comment below and we will add them in for future visitors.
Sometimes the answers to these questions may lead to other questions which are unique to your situation and if that’s the case you can reach us via the contact page.
Related Content on Sales Training
Bespoke Sales Training and Coaching
Group Sales Training and Coaching
Enterprise Sales Training Course
Advanced Sales Training Course
Sales Training for Unemployed Salespeople
Sales Training Programmes for Entrepreneurs
Sales Training and Coaching for Consultants
Discovering Why Sales Training Fails
Sales Training for Exhibition Sales
Sales Training Courses in Bristol
Sales Training Courses in Liverpool
Sales Training Courses in London
Sales Training Courses in Manchester
Sales Training Courses in Scotland
Sales Training Courses in Birmingham
Sales Training Courses in Northern Ireland
Sales Training Courses in Newcastle
Sales Training Courses in Leeds
Sales Training Courses in Bournemouth
Sales Training Courses in Southampton
Sales Training Courses in Milton Keynes
Sales Training Courses in Cardiff
Sales Training Courses in Sheffield
1. Sales Training Prices
How much does Sales Training Cost?
We have an open and transparent pricing policy and you can view the prices of all our sales training programmes.
Larger organisations can make savings by volume purchasing and Facilitator costs are between £3,500 and £15,000 per day, however, in most cases they will restrict class sizes to circa 15 to maintain a good learning environment.
As most companies move away from Impact Training (one-day events with no follow up) more and more companies are adopting a longer-term approach to developing their salespeople and using regular weekly and monthly sales training and coaching sessions.
Is Sales Training Effective?
As a minimum, the follow-through would include sales coaching but may include further training and personal development.
If you consider the Sales Reps are in effect learning new skills for life as long as the training is relevant, well delivered and receives follow through training easily delivers a strong ROI.
2. Designing Sales Training Programmes
What is Sales Training?
Sales Effectiveness can be measured in many different ways, however, the main KPI’s may include Total Sales, Cost of Sales, Sales Margins, Sales Conversion ratios, Length of Sales Cycle and Lifetime Customer Value.
Training may include Skills Training which can also be referred to as Sales Competencies or Learning Competencies. These refer to the practical activities that salespeople undertake on a regular basis. This could include skills such as Prospecting, Rapport Building, Active Listening, Questioning & Planning.
What is a Sales Training programme?
Training programmes often include a number of sales training courses that form part of the wider training programme.
What is a Sales Training process?
An example of this would be when a new person joins a company they will go through a Sales Training Process that may include training on the company’s history, products and services, target markets, case studies, skills training and sales management training.
The sales training process often needs to be flexible to allow learners to join at different points in the process and allow them to progress at different speeds which is called self-paced learning.
What Sales Training ideas do you have?
Training ideas are the start of the learning process as they need to be developed into structured programmes with learning objectives and learning outcomes that can be assessed and measured.
If the Training is not needs-based then there is a real danger that the training will have no relevance to the Salespeople. When this happens learners switch off and even important components within the training are missed.
How do I create a Training curriculum?
We recommend:
1. Identifying the Sales Competencies required for success in the Sales role from a business perspective
2. Identify the sales competencies that make your Top sales performers stand out
3. Prioritise the competencies based on your KPI’s for success
4. Understand what Best Practice is for each Competency in your organisation and document it
5. Create appropriate learning content with learning objectives and measurable outcomes
6. Train Salespeople on the Sales Competencies and measure the outcomes
7. Use Sales Managers and Top Performers for follow-through coaching that reinforces the training.
8. Link financial rewards to learning goals as much as revenue goals
What Training Competencies should I consider?
1. Finding new customers
Why Prospects Buy, How to target prospect, Making Cold Calls to Prospect, How to Uncover Business Pain, Uncovering Where Prospects See Value, Using Social Media to Sell, Building a Personal Brand, Qualifying Sales Tenders, Listening Skills
2. Closing new customers
Building Trust, Consultative Selling Skills, Handling Stalls & Objection, Maintaining Sales Pipelines, Differentiating your Products and Services, How to Beat your Competition, Selling Value Not Price
3. Growing existing customer revenues and
Selling through Customer Service, Key Account skills, Maximising Meetings with Prospects, Preparing for Sales Negotiation
4. Development or Learning Goals
Managing Personal Time, Improving Self Performance, Understanding Human Behaviour, Leading Others, Coaching and mentoring, Mindset
The relevance of each Sales Competency can be different from one business to another and one industry to another however the main competencies we work with are
Will you help us design our own Bespoke Sales Training programme?
Who needs Sales Training?
In reality, anyone who has contact with customers, whether that be via chat, phone or face to face can benefit from Training. More and more companies are asking for formal training as part of the interview process, as they only want to hire new salespeople who can hit the ground running so to speak.
Changes in Buyer behaviour means that where previously customers were served by humans either face to face or telephone are now purchasing the same products and services by shopping carts online. If anyone in Sales wants to future proof their career they should invest continuously in themselves.
Do you provide Learning Management Systems?
There are many LMS applications to choose from that have different features and if you have specific requirements you will need to undertake some research. For most companies over 80% of their LMS requirements can be met with Microsoft applications that they are already paying for.
We use MS Teams as the base platform which we customise to include Needs Analysis, Sales Playbooks, Training Courses, Learning Assessments, Coaching Programmes and Content Management Systems.
What Different Sales Training methods are available?
1. Self Study. As a training method self-study is difficult to measure in terms of effectiveness. Without any design or structure or support there will be a limit to how effective this method is however all training and learning is good training so this should not be discounted.
2. Role Play. This is not always popular, however, when Roleplay sessions are designed and conducted well they are not only very powerful, they are also enjoyable for the participants. Roleplay continues to be the most effective way to build the muscle memory required to make real changes in sales behaviour.
3. Observation. Many companies monitor and record telephone calls to ensure Salespeople are following their sales process and complying with any regulatory requirements. For Field Sales Teams “ride-alongs” whereby a Sales Manager or Sales Mentor accompanies a Sales Rep to observe and provide feedback.
4. Workshops. Sales Workshops are a great way to facilitate peer learning amongst your Sales Team however their success lies in the design and facilitation of each session. Workshops are usually focussed around a single topic and would last between 1 hour and 1 day.
Training Courses. Despite the move away from Impact Training, Sales Training courses are still a powerful sales training method. In most cases training courses are now highly interactive, activity-based sessions that engage and inspire learners.
5. Self-Directed Sales Training. When people have ownership of anything they tend to have a higher rate of engagement so allowing Sales Teams to Self Direct and in effect choose their own training can be very powerful. In order to be effective Self Directed training needs to have a framework that guides and challenges learners.
Sales Playbooks. Sales Playbooks are digital repositories that contain everything on how and organisation sells. The “Books” are divided into chapters that contain different information such as products and services, sales plays, the companys sales process, product and service information, technical data, case studies and testimonials. Playbooks are great tools that every organisation should have.
3. Types of Sales Training Available
What types of Training programmes do you offer?
1. Online via our Learning Portal
2. Open Courses, where anyone can attend from any company
3. In-house Courses where we deliver courses exclusively for one organisation
4. Bespoke Sales Training programmes where we co-create learning content with you
Once you have chosen your course delivery type sales training programmes are further categorised by their content:
Product Training & Sales Skills Training.
In terms of Sales Skills Training the most popular skills bases sales training programmes are:
1. Telephone Sales Skills
2. Key Account Management Training
3. Consultative Selling Skills Training
4. Sales Management Training
Many Training programmes now include an element of Sales Coaching to ensure follow-through which makes every training programme more effective.
Do you provide Online Sales Training?
The most common area for this is the adoption of online training as part of a Sales Enablement system which are one-stop repositories for everything connected to sales inside an organisation.
Online Training is also widely used for onboarding new salespeople, both graduates and experienced salespeople as it allows them to quickly learn the fundamentals of selling within that organisation without tying up more senior salespeople to deliver this.
We provide Online Training both as a stand alone service and to compliment and support our face to face delivery. Our training programmes are delivered via Microsoft Teams and prices start at £97 + VAT
Do you provide Training courses for beginners?
You can’t teach someone how to make a pot without at some stage, them getting their hands dirty and practising on a pottery wheel. Selling is a hands-on activity that needs to be learned on the job.
Do you provide Sales Training Videos?
They are especially helpful for Remote training and coaching and really lend themselves to product, process and technical training. Whilst it is possible to use video for Skills training it can be difficult to include every context and therefore needs to be used as part of a wider blended learning programme.
Do you provide Sales Webinars?
Our webinars include the facility to ask the presenters questions and in most cases these webinars can be recorded and accessed offline.
These can form the basis of a lunch and learn where you need to stimulate a conversation around a particular sales topic.
Do you provide PPT (PowerPoint) presentations on your Training?
Blended learning is an approach to training that includes a mix of different content such as Training PPT’s and quizzes, worksheets, templates, guides and most importantly, activities and interactions with the sales trainer and their peer group.
Furthermore, studies have shown that people learn and retain knowledge and skills more by doing than training. This is more relevant in Sales than most other topics.
Do you provide post course support for Training?
Do you provide Sales Coaching?
5 Easy Ways for Using MS Teams for Sales
There’s a new way to deliver sales growth…
Don’t buy Sales Training until you’ve watched this video…
In this article we will cover...
Using MS Teams for Sales
We’ve previously written about how we use Microsoft OneNote for Sales Management for everything from recording meeting notes through to online sales coaching and training and sales playbooks. We are big fans of OneNote, but what really turbocharges OneNote for us, is the ability to create, store, access and use inside MS Teams.
With so many people now using MS Teams from home Teams has gone from a Business product to a household brand that everyone can use. Unlike its competitors that lack the Enterprise level of security, MS Teams has multilayered security allowing users to configure Teams to bring sales prospects, customers and employees all together. In some cases that might not be appropriate, however, in many cases we help our clients configure Teams so they have:
- Using the Public Access feature to deliver Live Events & Sales Webinars for Lead Generation
- Using Group Access to position your business as an Industry thought leader
- External Company access for Sales Prospects to take them through a Complex Sales Process
- In house access where Teams for Managing Sales Opportunities, for example, collaborating on Tenders
- In House access where Teams is used as the “host platform” for a Learning Management System based on OneNote, MS Forms, Planner, Yammer, Stream, To Do, Calendar and My Analytics or even third party apps like Moodle.
Let’s take a closer look at each of these scenarios and see why using MS Teams for sales makes so much sense.
1. Public Access for Live Events using MS Teams for Sales
Every business needs new customers and the Live Events feature inside Teams allows you to create and run events open to the public as part of your Lead Generation Programme. Over the years we have found that many Salespeople struggle to pick up the telephone and make sales calls.
Some even struggle to send emails and LinkedIn connection requests because they are introverts and don’t want to face the possible rejection that comes in sales. We’ve found that create FREE high-value Events are a great way to overcome this because most Salespeople are much happier calling or emailing a FREE invitation. The reality is Events are a great way to position your business, raise awareness and start conversations with prospects.
If you’re struggling with ideas on what High-Value event you could deliver think about what’s relevant and what’s current. Are there changes in Legislation surrounding your industry? Are their new trends in your industry?
If you’re still unsure look up your Industry News site and run a Live Event on the topic they are headlining with. If you don’t know anything about the topic find the expert source that the News article referenced and interview them for the Live event using questions from the attendees.
ENABLING THE LIVE EVENTS FUNCTIONS INSIDE MS TEAMS
If you are planning on using MS Teams for Sales, the Public Access feature may not be available or switched on in your companies current MS Teams platform. If Public Access is not available then you will require a user with Admin Rights to switch this feature on from inside the Teams Admin Centre. Once Inside the Admin Centre you should look for the Meetings section and from there the Live Events policies. Please check the video for easy to follow directions.
The notes not only help us remember what was said and what next steps need to be taken they are great for referring back to when we send a “Thank you for meeting me email” with a summary of the notes and if we need to create a proposal or presentation later in the sales process.
If you are in the Admin Centre it’s worthwhile using the additional features in Teams to customise your Meeting Invitations:
Your Company Logo
Your Legal T’s and C’s
Your Support Contact for the Event
Your Company strapline in the Footer
These are then displayed whenever a recipient opens their Meeting Invite.
We should point out we’re not a Tech Channel so here are the links to Microsofts’ own guide to making these changes.
Getting started with Microsoft Teams Live Events
Setting up Live Events in MS Teams
Once you have Live Events configured you can create your own Event from inside teams by clicking on Calendar and then use the drop-down menu to access the live events option.
From here you can then add the Meeting Title and all the details. Next, simply copy the link and insert it into your emails or lead generation campaigns.
2. Group Access for Sales using MS Teams
Whereas Public Access in MS Teams is a great platform for Live events, we recently configured Teams for a client who wanted a Channel to communicate with a specific industry that was going through huge changes with the Pandemic and needed a platform to talk to them.
They invited over 350 customers and 450 prospects into Teams and are delivering weekly updates to an entire industry. They are now seen as thought leaders in the industry and it’s a great way to start conversations that lead to relationships that lead to sales.
You can use the same strategy and use MS Teams to create a platform so that you can talk to your industry.
You could deliver updates on new laws and regulations, industry trends and insights, interview industry thought leaders and invite your customers to talk about their businesses and experiences.
We would, however, warn against overtly selling in these types of communications as the minute the audience believes they are being sold to, they will start to drop out and the Channel will wither.
3. Company Access for Sales Prospects inside MS Teams
In B2B Sales it’s increasingly difficult to reach all the decision-makers in the Sales Process. In many cases they send a “Scout” to find information not available on your website and do all they can to keep Salespeople at a distance throughout the buying process.
What these buyers want is information and in most cases a quote or proposal and when they have it they immediately cease all contact. This can be a huge waste of time and money for the selling organisation as tenders become more and more complicated, needing multiple people in the way of bid teams to respond. If you’re not sure if this is happening to you simply check back through your CRM and you’ll see that many deals stall immediately after the prospect receives the pricing and information they need.
There is no easy way around this however what’s working for our clients is offering limited information up-front and then holding back until the other Decision Makers engage. They do this by re-framing the sales opportunity as a project and using Teams as the “Project Management Portal” to gather the needs of all the “stakeholders”.
This brings the buyers out and allows a controlled release of the information in exchange for engagement. This doesn’t work on every deal however it very quickly “smokes” out the genuine buyers from those just using the Salespeople for pricing.
An additional benefit of this approach is the Sales Team can invite Pre-Sales, operations, delivery teams and aftercare teams to the Teams Channel in the solution forming phase of the sale which can provide a richer sales experience for the customer. This is a great point of differentiation and whilst no sales strategy works every time it’s low cost and easy to try.
Lastly this strategy shouldn’t be applied across the board unless every sales opportunity is large and comes with a bespoke solution. We only implement this for deals above £10k, but you can choose where to set the bar.
4. Inhouse Access for Using Teams on Bids & Tenders
The most common use for MS Teams is the call and video conferencing functions, however, there is much more functionality that can help Sales Teams sell more. MS Teams makes Sales Teams more productive, more focussed and delivers a better user experience which in turn increases productivity.
There are numerous advantages with Teams such as the chat function, which allows us to stay connected without cluttering up our Outlook Inbox. Whether it’s Yammer, Word, Excel, PowerPoint, or any of the other O365 products, they can all be accessed and worked on from inside the Teams environment.
If you have bid teams responding to tenders the Bid documents can be created, stored and developed within the Teams environment and Tender Teams can collaborate and even edit the same document simultaneously.
In many cases the Bid creation process can run down to the deadline and when multiple authors are involved which can create time delays as each contributes and updates potentially separate copies of the one document. The Multi author allows uses inside Teams to make edits and additions live and see the document develop as their work colleagues contribute in real time.
Whether it’s Word, Excel, PowerPoint or any of the other O365 products, they can all be accessed and worked on from inside Microsoft Teams.
5. Teams as a Learning Management System
Many companies now acknowledge the tangible benefits of training, coaching and developing their people. Sales Training and Coaching itself has changed and improved over the years, whereas in the past training was in most cases was one-off event, they are now almost always part of a bespoke sales training programme. In order to deliver these programmes software companies have developed SaaS models where companies can create bespoke learning programmes.
There are numerous Learning Management Systems on the market each with some great functionality, however, Microsoft Teams has for most companies all the functionality they will ever need from an (LMS). Furthermore, the beauty of using MS Teams as an LMS is both compelling and simple:
- You are already paying for it with your 0365 Licence
- Your people are already working inside the O365 suite every hour of every day so that’s a great place for learning.
Although there is no one standard in terms of the functionality of an LMS, for most companies an LMS has the capability to, create, document, record, measure, store and deliver training programmes. In practical terms this means:
Create. Document, Record. You can create learning content in OneNote, MS Wiki, MS Paint, MS Word, MS PowerPoint, Stream, MS Whiteboard, Excel, Publisher.
Measure. You can test and measure learning using all of the above and MS Planner and MS Forms.
Store. You can store all your content in either One Drive or SharePoint.
Deliver. You can deliver all your training and coaching using MS Teams and acknowledge achievements via MS Praise.
In addition to the suite of O365 tools there are many additional third-party applications available from inside MS Teams to both enhance and compliment your existing applications. For example, you can connect to
CRM systems – MS Dynamics CRM, Salesforce CRM, NImble, Zoho or iGlobe CRM.
Productivity – Asana, Trello, Jira & Stormflow.
Communications – Survey Monkey, Mail Chimp, Mail Clerk & Text Bot.
There are hundreds of other applications available and the number of these apps including Moodle which is a stand alone LMS that can be connected into your Teams Channel.
We’ve also written on the benefits of using OneNote for Sales Management and Coaching which are an important part of any LMS. We rally like the combined functionality of MS Teams and OneNote as a Coaching platform to help develop Salespeople.
You can break down your Training into competencies and deliver bespoke sessions on specifics like sales prospecting, pipeline management sales closing techniques all from inside your own Sales Playbooks in OneNote. We use our Sales Playbooks with every client and the combination of creating and using OneNote for the Playbook, and delivering them through Teams is really powerful.
6. Recommended Reading
If you would like to discover some of the free templates that we use inside teams then check out our B2B Sales Tools.
Why Non “Salesy” Sales Training for Consultants Works
In this article we will cover...
There’s a new way to deliver sales growth…
Don’t buy Sales Training until you’ve watched this video…
1. Why Being Salesy Doesn’t Work for Consultants
Being Salesy is forcing your beliefs and opinions on why someone should buy a product or service from you. This rarely works because the approach is very off-putting for the person receiving on the receiving end and in most cases damages the Consultants personal brand in addition to the brand of the business.
Being Salesy clashes with our personal values which are the unwritten rules that guide the way we live and behave. When we are living and acting in congruence with our personal values people are the most productive and the most successful which is why being “salesy” doesn’t work for consultants or anyone else for that matter.
Consultants are not Sales People, they are experts in their chosen field and any sales training should be bespoke and reflect and leverage that expertise.
2. Selling Tips for Consultants Who are Introverts
Roughly one third of the population are introverts which means they are more likely to be uncomfortable around other people whether they are selling or not.
Introverts can make great salespeople as they are usually good listeners, good at building relationships and have high level of self awareness.
There are some practical steps that Consultants who believe themselves to be introverts can take to to help themselves enjoy the experience of selling more.
People who are introverts have a “self-as-story”. This self story reinforces negative beliefs such as they are introverted, not good with people and cannot sell.
It’s important to develop a new and believable “self-as-story” with more positive beliefs such as “I am not an introvert I am an Ambivert”.
Ambiverts are the third of the population who sit in the middle between introverts and extroverts. “I am good with people and I enjoying spending time helping others.”
Most human beings are by nature kind and well-meaning so this is again a believable statement.
“My job is not to sell but instead to be of service, help people and create the right conditions for someone to buy; if they want to.”
3. Sales Training for Consultants
We often are asked to train what we call Non-Selling Professionals in new selling techniques and these are people in a business where the sales function is not their primary role, they could be Consultants, but equally, they could be Lawyers, Engineers, Analysts, Accountants, Developers & Architects etc.
In most cases when we first meet them they proclaim that they could never be a salesperson – the reality is that humility is one of the traits that means that they absolutely could be a great salesperson.
Unfortunately, what’s holding these people back is that the publics’ perception of a salesperson is largely negative and the type of adjectives the public use, when asked to describe a salesperson, are words like “liar”, “selfish”, “talks too much”, “money-grabber” and “annoying”.
The reality is that most salespeople are nothing like this, however, sometimes we pay the price for those that go before us and unfortunately there are, albeit a small number of salespeople, who are like that. If you think about it though, those traits are hardly a recipe for success.
4. How to get sales leads without picking up the phone
After spending years trying to train and coach consultants, engineers and technical people from every different industry, we came to the realisation that nothing we could ever do would motivate them to pick up the phone and make a cold call consistently.
If we showed them how to make a cold call that won them a $1 million dollar order they would still prefer to come in the next day and work at their desktops. These same people, however, would be more than happy to take inbound calls and talk to strangers who had called them.
The answer to the challenge was easy then – get their phones to ring and get their email to ping. If you talk to anyone in B2B marketing they will probably say quite rightly that generating a consistent flow of inbound leads is not easy.
We worked with our own team to develop a new strategy around this and worked to implement this strategy into our own business to prove it works and to gather some good data.
What is this strategy and can it work for me? In simple terms the strategy involves leveraging the knowledge and expertise of the consultants, and position them and their company as SME’ s (Subject Matter Experts). We then help them develop thought leadership content that buyers were interested in.
We then help them take that knowledge and place it on their website in a way that can be easily found and ranked on Page 1 of Google – just the same way you found this article. This then creates a steady stream of self qualified sales leads who have already bought into the expertise of your consultants and keen to engage further.
What’s more unlike pay per click ads these articles create a steady flow of new leads that fuel future growth at no cost. Once the content is published that’s it.
No cold calls, no outbound phone calls of any sort. In fact, in some cases our clients are now closing deals via email.
If this approach interests you and you would like to learn more please contact us for further details.
5. Training Sessions for Sales Consultants
In most cases sales training for Consultants is delivered over 1 & 2-day courses. This can work however in our experience, Consultants can immediately feel defensive if they are told they need training as they are nearly always mature adults and often have had a negative experience from previous Sales Training programmes they have attended.
The best way around this is to choose sales training for Consultants that is specifically designed for Consultants and content that highlights the skills and experience of the Consultants. The trainer should have experience of training a wide variety of non-selling professionals and be able to address the specific learning styles and needs of this type of audience.
What can be equally productive is running workshops where the Consultants get to choose what they feel would benefit them most. This way they feel more empowered as they have chosen the content and by definition, the content should be more targeted and relevant.
The only drawback to this is that this requires an experienced facilitator/trainer who knows the answers to the Consultants Sales Challenges from memory and can articulate them without a PowerPoint. If the trainer has to stop the session to look up the answers in a textbook or slide deck they will lose all credibility.
These workshops should have defined outcomes with action plans to make sure they are more than just a talking shop and deliver real impact for the Consultants and the company.
6. Sales Training Tips for Sales Consultants
Most people have a common misconception that selling is all about closing and forcing people to make decisions that they might not want to make. In reality, this couldn’t be further from the truth as the most successful salespeople simply don’t do this because they know it doesn’t work and in many cases destroys any trust or relationship that they have with the prospect.
In most cases, traditional Sales Training for Consultants won’t work because the techniques they use go against the Values & Beliefs of the Consultants. No matter how good the trainer is unless the content is based on actions that are congruent with the beliefs and values of the Consultant it will simply be a waste of everyone’s time and money.
What will work however is if the training is designed to position the Consultants as Trusted Advisors to their prospects and the sales activities are aligned with positioning them as Thought Leaders in their Industry.
The following sales tips help Consultants & Non-Selling Professionals understand that Professional Selling is more about building trust and relationships than it is about “Closing” prospects.
To sell more consultants should focus on building TRUST
T = Time
R = Reliability
U = Unselfishness
S = Soundness
T = Truthfulness
Time
Set Goals and manage your own time – be effective, not busy. Be respectful of your clients’ time, turn up on time to meetings, prepare before meetings to get the most from them. Spend time with clients to help them. Focus your time on your best prospects.
Reliability
Get a plan and stick to it, sales plans, communications plans and account plans. Many sales are lost when you are back in your own office. Respond to every email within 24 hours, manage expectations and take ownership of problems and follow up.
Unselfishness
Listen, empathise and give, yes give, as in Emersons Law of Compensation. Stop trying to sell and start trying to help, have conversations, not sales pitches. Recognise when there is no fit and walk away – never force the sale. Pass on referrals and give recommendations.
Soundness
Become an expert in your field. Be the “go-to” person in your industry that people refer others to. Create your own personal development plan and learn as much as you can about yourself, your customers and your customers’ customers. Mentor, coach and help others.
Truthfulness
Be true to yourself. Have those difficult conversations with family, friends, colleagues and customers. Losing some sales, losing some battles will help you win the war. Nurture and grow your integrity, self-respect and self-belief. Be authentic and true to yourself.
These Sales Techniques are not glamorous, and they might not produce an overnight transformation however they do work. Together you will see these five areas form the basis of TRUST. Selling without trust may be possible, but it is extremely hard work and will, without doubt, limit your success. In business, the antithesis of trust is a risk, and every Buyer, every CEO, every organisation will pay more for a solution that is perceived to mitigate risk. Building and sustaining TRUST is the foundation of Mastery in sales, although many of our clients have asked us to help embed these “selling techniques” throughout their organisation, not just sales.
7. Sales Training for Professional Services
Selling Professional Services can be very different from selling as a Consultant because in many cases when you are selling Professional Services the salesperson is the product.
In B2B more so than B2C, buyers rarely purchase anything from a salesperson they don’t like or trust. There are exceptions to this when the Brand Power of the product or service is very strong, for example it doesn’t take the salesperson of the year to sell Microsoft Technical Services because the power of the Microsoft brand has pre-sold most people before they go into the sales meeting and the product is Microsoft, not the Consultant.
For Consultants who do not represent a big brand like Microsoft, Deloitte, or Bain & Co, in most cases they are the brand, they are the product, and they have to work even harder to win the sale.
In many cases what is more productive for Consultants is to stop trying to sell and focus all their energies on trying to help the prospect.
We recommend a Consultative Sales Approach which focuses the sales conversation around 5 critical questions.
- What are the symptoms of the business problem?
Prospects find it easier to identify symptoms however it’s the role of the expert to ask questions and dig deeper.
- What is the Root Cause of the Problem?
The Consultant should use Root Cause Analysis techniques to identify the underlying causes of the problems.
- How is this problem impacting the business?
These questions should focus on what way the problem limits growth, profits or damage the brand in any way.
- Financial Impact
The consultant and the prospect need to do a basic cost-benefit analysis to ensure the client will see a return on any investment they make.
- Personal Impact
Lastly, the Consultant needs to uncover any personal motives or drivers that are important to the client.
Often by simply asking these questions, the Consultant will get the opportunity to position themselves as the expert at the same time building rapport and trust with the prospect.
8. Sales Training Courses for Consultants
We have training and coaching courses available to help your consultants overcome their sales challenges.
We deliver our sales training and coaching via our Online Sales gym so we can provide support throughout and after the training period.
This helps you embed the new skills and sales behaviours in your organisation to maximise the impact of our training.
You can learn more about our Sales Training for Consultants via the following articles:
Consultative Sales process here
