Never mind what you sell. Focus on how you sell.There is one way to create a lasting advantage that the competition will find extremely difficult to copy: Build a team of the most competent salespeople in your industry through continuous sales training and sales coaching. In other words, don’t try to compete on product features or service add-ons. Compete instead on the basis of sales skills. If you want to make significant, lasting improvements in sales skills, what is the best way to handle sales training and sales coaching? I believe that the best answer, by far, is for sales leaders themselves to serve as sales coaches and as instructors for sales trainingcourses. Why? Several reasons are spelled out in the white paper. For now, I’ll just ask this: If your goal is to conduct sales training programs and sales coaching in such a way that the sales skills you’re trying to teach get accepted, learned, and then actually used on the job until they are thoroughly mastered, who is in the best position to make all of that happen? As Stan Schneider and Wieland’s sales force have discovered, the answer is, the sales leader. So if you are the sales leader, who is the best sales trainer and sales coach you could possibly hire? YOU are. For information about how to develop sales training skills so you can improve sales skills and make sales training pay huge dividends, contact Action Selling at (800) 232-3485.
ABOUT DUANE SPARKS
Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).
Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).