End the focus on what you sell. It’s all about how you sell.Here is the best 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 training and coaching. If that makes sense, then the remaining question is, what’s the best way for sales leaders to approach sales training and sales coaching? I believe that the best answer, by far, is for sales leaders themselves to serve as trainers and coaches. Several reasons for this are spelled out in the white paper. For now, let me just pose a suggestive question: If you want to conduct sales training in such a way that the skills 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? If you are the sales leader, then you are. Therefore, who is the best sales trainer? Same answer: You are. For a fuller discussion of this issue, including the objections that probably come to your mind, check out my white paper “The New Role that Drives Sales Leader Value”. Action Selling in Action Wieland Co., based in Grabill, Ind., sells furniture to hospitals and other venues in the healthcare industry. Stan Schneider, Wieland’s national sales manager, acts as a trainer and coach in the ongoing rollout of Action Selling training for the company’s sales force. He finds that hands-on involvement pays big dividends. Here is an update we recently received from Schneider: “Our weekly Action Selling Skill Drills reinforcement sessions with the team have been going very well. Everyone is working hard to apply the concepts from sales training in the field. We have a special focus on Action Selling’s Act 1, pre-call planning and establishing Commitment Objectives.” “One of my reps sent me this note last week: ‘Thanks to your training and coaching, I now have four new quotes in hospitals that Wieland has never done business with before!’” “From a management perspective, this is exactly what we had hoped for.” For information about how to make sales training pay huge dividends, contact Action Selling at (800) 232-3485. See if you find my fuller argument persuasive. Take a look at the white paper, “The New Role that Drives Sales Leader Value”.
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).