mention this because I see a great many programs out there today that teach all kinds of "advanced concepts," designed to introduce your producers to higher levels of psychology, sophisticated negotiating tactics, and other potentially awesome, but purely theoretical, selling ideas. Now, I have nothing against great theories: many of them turn into life-changing developments. But as sales training goes, it's better to stick to specific skills and applications.
For an easy way to explain what I mean, consider the case of cold fusion. Most people have heard of the idea, even if they can't quite explain or understand what it means. Were it to work - and it's something scientists have been working on for more than five decades - it would mean a revolution in the way we power our cities, homes, and vehicles. But guess what? It doesn't work yet...
Lots of advanced selling concepts are a bit like that. They would have the potential to completely change the way we interacted with customers, if only anyone had successfully used them yet. As theories, they are stellar; as actual ways of generating new clients and orders, they make things more complicated and confusing than they have to be.
Often, the way to make something better is actually by doing the opposite: making the steps simpler. Fans and users of my popular sales system will know exactly what I mean; there's nothing "new" in the steps I recommend - the ideas are simply rearranged in a way that makes more sense, and makes them a bit more memorable. You should strive for the same in your sales training.
Teach techniques that have been proven to work in the real world. Reinforce them, both at the seminar and during weekly meetings, by having your producers "role-play" with you and each other. Granted, it might not be as interesting or cutting-edge as having complicated graphs and software systems, but if you do it long enough, a funny thing will start to happen... your sales will increase.
The principles of selling haven't changed in a very long time. Believe it or not, this is a good thing. It means that any person with the right talent and work ethic can succeed in this profession, making a lot of money and helping a lot of people along the way. To pull those kinds of results out of your team, focus on what works and then make sure they understand it and can duplicate it.
If the goal of sales training is to help your staff sell more, you can't do any better than that.
Carl Henry is a management consultant. He specializes in helping companies in the selection of top sales and customer service talent. Carl is also a Certified Speaking Professional and the author of several books and articles related to sales, sales management, and customer service. He conducts seminar and webinar for clients worldwide.
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