Sales training, used wisely, can help managers 'satisfy customers' and outperform competitors.  Management are now realising that sales training is a crucial part of having a competitive edge!

However, management are often faced with the issue of 'how to train?', and 'what content to consider?' Teaching adults is significantly different from teaching children or adolescents. Yet many managers fall into the trap of delivering training efforts in the same way that students are taught in secondary or high school. Although lecturing is an important part of training, it should be used as building block to transmit higher training and learning.  Training that is successful uses the mantra of "telling is not teaching", and therefore the strategy is to use highly tailored interactive and experiential material to match the needs of the employee group.

As adults, we all have had prior experiences (whether positive or negative) and our own views and beliefs influence what we bring to the 'training table'. Because of our life experiences, adults should consider training in a manner than incorporates the following core teaching guidelines:

      1. Making learning practical and personal
Adults are more likely to learn if they receive information when they need it. Information and learning should link back to requirements for success in their jobs.  It should provide them with the appropriate level of skill training and at the appropriate time.  

      2. Recognize there are different learning styles
Adults and for that matter all students, do not learn in the same way.  There are four distinct styles of learning: active, reflective, advice seeking and emotional investigation.  Successful training presents material in a way that caters for all styles of learning.  For example, while some employees will respond to lectures, others will respond better to peer related activities and others will need time to reflect.

      3.  Ground sales training 'in the familiar'
Successful new learning links the 'new' with the 'familiar'. When presenting new or foreign information, it must be presented along with the familiar or previous knowledge to aid in the creation of a cognitive link. The best way to do this is through case studies, role playing or other highly interactive methods – this way the students teach themselves, and the trainer is merely a guide and facilitator of learning.
4. Reinforce the new skills and learning
Sales Training courses with no follow up are often failed and frivolous.  Follow up and reinforcement allows the trainees to implement the new learning in their day to day work.  Follow up does not necessarily have to be another workshop, but can be done through simple emails or casual conversations to determine any additional issues or needs.  This is where Sales Management becomes an integral part of on-going success and behaviour change.

        5. Measure results
Sales Training that is not measured does not receive the scrutiny to determine its effectiveness.   Measurement can be based on performance of unit sales, dollars, improved goals, turnover or customer loyalty.  Measurement creates a benchmark which supports the momentum needed to reinforce sales training.

So now that we have covered some of the "how to train", let's explore the "what to train".  A successful Sales Training program can cover the many facets.  The following can be used as a brief guideline. 

        1. Product knowledge
What is it that your people are selling? This is the foundation to sales training and often the most important to teach.  This should include a complete overview of the product and service attributes, including feature vs benefit statements.  Company policies, pricing and competitive information are also essential knowledge.

        2. Markets and applications knowledge
'Who' buys your product and 'how is it used?'  These critical 'Have to know!' aspects are often easy to teach and in many cases follows directly on from product knowledge.  This information identifies each of the market segments for your product and applications in each market.  Tailoring the sales pitch to customer segment needs is vital.

        3. Territory management
How should you organise and operate a sales territory?  Many aspiring Sales Professionals need to be taught how to leverage time and effort within a specific sales territory.  Learning the concepts of sales 'tipping points', industry influencers or trend setters can vastly improve sales performance.  Together with aligning the long range strategic sales planning for territory penetration and growth provides your sales people with a much needed 'game plan'.

        4. Time management
How should your people plan and execute a days work?  This skill helps implement sales strategies and teaches your people to produce the most profitable sales volumes at the lowest possible cost.  Although this is relatively easy to convey, it is hard to supervise as it requires the transformation of salespeople into "self managers".  Here again, professional Sales Management is the key to success.

        5. Sales techniques
Building rapport, questioning, effective listening skills, providing solutions, closing and managing objections are just a few of the skills that need to be developed by all sales professionals.  How to effectively present or demonstrate your products?  Reading buying signals, relationship development and asking for referrals are additional sales techniques that need to be honed. 

        6. Attitude
A sales trainer and or manager can teach the right attitude for selling.  However creating a climate and culture that is conducive for sales success is critical in helping sales people succeed.  Attitude, confidence and motivation play a major in sustaining sales performance.

Sales training is an important part of any organisation.  It is the key to growth and expansion, and is especially significant in an age of professional selling.  Sales training can help your sales team become effective problem solvers, identifiers of solutions to business needs, excellent communicators and relationship builders.  All the skills necessary to build top-line performance!

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