You may think that the answer to this question is relatively straight forward. For many companies, it is simply about developing the skills required to do the job. These skills might include finding customers, call planning, needs analysis, relationship building, negotiations etc. However, these are just part of the knowledge that is required to be successful in sales. The way that training is delivered also varies and can consist of a range of activities.
An in-depth knowledge of services and products
To be successful in selling, you need to know what you are selling. This does not just mean the features and functions of the product. It must include why a customer would buy the product, how they are going to use it, when would they use it etc. It must include what differentiates your product from the competition and why those features are important.
Product knowledge is critical to being successful. Customers will recognise this expertise and this helps to build trust between the customer and sales. Answering questions immediately rather than having to refer them to an expert shortens the sales process. Additionally, an in-depth understanding of the product enables sales people to know which features to highlight based on each customer’s specific needs. Focussing on the specific needs of the customer and highlighting exactly how you help them will increase your chances of winning.
My experience is that it takes up to six months for a sales person to be fully conversant with the products and services that they are selling. While most of this will come on the job, quickening the process through regular product training will definitely help. The training does not need to be extremely deep, the sales person will not be a power user, but sufficient such that they can answer the main questions posed by their customers.
This training needs to be repeated on a regular basis as products change and develop, as well as to overcome our tendency to forget what we have learnt. We forget up to 70% of what we learn within a week of training so repetition of this training is important to develop sufficient knowledge.
Processes relevant to your products and services
While the sales process is fairly generic, each company will apply it slightly differently depending on their products and services and the market place that they serve. The process that your customers use to buy your products will also change your sales process. For example, if your customers generally tender for the services that you provide, your sales process is going to be very different from if you need to create their awareness and proactively sell your product. As a result, your sales training needs will be different.
Sales training needs to be tailored to your processes and should not be generic. While there may be common elements with others, the training curriculum should be built specifically for your needs. Equally, the training should not all be theoretical. It is important to learn processes, such as defining a good customer or handling objections. However, it is essential that this is then applied to your specific customers with real life examples. By doing as well as learning, sales people have a greater chance of remembering what they have been taught.
Collective versus Individual
One of the often quoted reasons for not providing sales training is that sales teams have a range of experience and so finding a course that suits everyone is too difficult. This is partially true, each individual will have different specific needs. However, there is also value in training the group as a whole.
When someone is new to working in sales, they need to learn the basic knowledge required to do the role. This is best achieved through generic training in each specific area of the role. This can be delivered via online training or public courses that anyone can attend. However, once that base level of learning has been achieved, further training should be focussed on the specific processes that suit your products and this is where group training is more valuable.
When we participate in a group discussion, we can learn and retain more knowledge than if we just get taught it, such as we might in a lecture. In a group discussion, different people will contribute their own experience and these stories will enable all members of the group to learn from this experience. Group training also enables other groups such are marketing, pre-sales or services to be involved. Each of these groups is involved in the sales process in differing ways and involving them in the training helps everyone to gain knowledge and experience as well as team building.
Beyond the classroom
One-off training, while useful, is likely to be mostly forgotten within weeks if it is not reinforced and practised. We learn best when we do activities rather than listening to lectures. The lectures are important to provide a baseline of knowledge but practical, real-world practice is the most useful way of learning. Training needs to be ongoing with the direct support of senior sales people.
Continuous learning enables the training to be focussed the specific skills required for each individual. Sales managers should be meeting regularly with their team to provide coaching in specific opportunities. They should participate in meeting planning and role plays to prepare for important meetings. Occasionally they should participate in these meetings to provide their own skills and knowledge and to provide feedback and support to their team.
Ongoing coaching is a crucial component of successful sales training. It helps to reinforce the skills that have been taught, ensuring that they are adopted and applied more quickly. It can also help to identify areas where additional, formal training might be required.
Conclusion
There is not one answer to the question “what does sales training consist of?” Sales training consists of the transfer of knowledge and skills between experienced and less experienced personnel. It should include product training just as much as sales skills.
Training should be delivered in a variety of ways, including online courses, classroom training, role plays and on-the-job training. It should be a continuous process rather than one-off events. By providing a range of tools to support learning, sales people will learn quicker and be more productive delivering more revenue to their company.