In the United States alone, approximately $5 billion is invested in sales training and improvement each year. Why so much? According to a study cited on the Sales Force Training webpage, the caliber of a salesperson is quite possibly the most critical factor in influencing consumers’ decisions to make purchases, and whether or not a salesperson is adequately trained can significantly affect a company’s overall success.
What is the Importance of Sales Training and Why is it So Valuable?
Practical sales training is essential for a variety of reasons:
- Proper training can significantly improve the salesperson’s communication skills. While most salespeople genuinely enjoy interacting with their customers, their communication skills with diverse populations or personalities are not always practical. In the world of sales, a salesperson must possess the skills necessary to connect with consumers to determine the wants and needs of his or her customers. A successfully trained sales professional will have the ability to communicate an effective product or service solution in such a way as to appeal to the customer, resulting in the closing of the sale.
- Training can assist the salesperson in becoming well-versed in sales methodology. By learning proven methods for obtaining a customer’s buying commitment, sales professionals are provided with a virtual road map for success. Well-trained sales professionals will be able to grab the customer’s attention, recognize signals that indicate that the consumer is ready to make a buying commitment, and understand various methods that will enable him or her to close the sale.
- Effective sales training can assist sales professionals with predicting possible rejections and practicing techniques for overcoming them. While most sales professionals understand rejection is another aspect of the sales world, poorly trained or unskilled salespeople are often unsure how to handle such situations. Proper training can provide sales professionals with the ability to not only overcome rejections but to make the most of them as well.
- Training can improve the salesperson’s presentation skills. Presentation is a vital aspect of any sale. Proper training can teach sales professionals to present products or services compellingly to customers to maximize the chances of achieving a successful buyer commitment. Enhanced techniques like providing product samples and customer testimonials, or even correctly presenting diagrams and spreadsheets demonstrating the product or service’s benefits, can significantly impact the sale’s outcome.
- Sales training can motivate both seasoned sales professionals and inexperienced salespeople. By being introduced to new sales techniques and additional sales skills, sales professionals often feel a new sense of empowerment and are more motivated to achieve their next sale.
Continued sales training is essential for the success of your sales professionals and, in essence, that of your entire company. By providing your sales team with the knowledge, skills, and confidence to optimize their performance and maximize the chances of achieving a buyer’s commitment, you are opening the door to a whole new world in sales.
