Gone are the days when companies would allow sales people to come on board and figure things out over time. Today’s industries are highly competitive. Sales executives have to be able to swim the minute they get in the water. If companies are paying people and putting them on the streets without providing the proper sales training, those sales executives are going to struggle and the company is going to miss out on significant opportunities. With this in mind, many companies have changed course. Today, they are more often using sales training programs to provide employees with the tools they need to be successful.
One of the biggest challenges in management is figuring out whether a sales person has a lack of skill or whether the sales person is not being given the proper tools to work with. If the company is putting the sales person in position to be successful, then it becomes easy to assess performance. Either the sales person can deliver numbers or they cannot. What happens, though, when there is no good support system around a sales person? When that happens, it is difficult to tell whether the company needs to make a change in personnel or a change in its own systems.
This is why training is so critical from the very beginning. Good training programs are about two things. The first is the industry and products the person will be involved with. It is hard for a person to sell a private plane if they don’t know anything about jets or the industry in which jets are sold. Training programs ensure that people have a solid understanding of products and the target markets those products will be pushed.
In addition to product knowledge, a sales training program can keep keep sales people up to date on the latest tactics in sales. Things change, research comes to bear and companies develop new approaches to pushing products. You need to know how to use technology to show a person how a product or service can help them. You also need to know the psychology behind buying so you can know how to push the right buttons. Sales training is all about giving people this knowledge so they can go into any encounter with confidence. Above all else, it is confidence that completes the sale, so training helps to boost this important element.