5 Most Basic Components of Professional Sales Training

“You can’t teach people everything they need to know. The best you can do is position them where they can find what they need to know when they need to know it.” Seymour Papert, Mathematician, Computer Scientist, and Educator

After successfully recruiting and hiring a coveted sales professional, the next step is to focus on training. This is especially crucial in the sales profession, and even more so in technology sales. Training should start during the onboarding phase and continue throughout the employee's tenure.

Regardless of the new team member's level of experience, training offers an opportunity for the organization to establish expectations that extend beyond quotas and revenue goals. It is a chance to equip the team member with the necessary tools, while also shaping their identity as a representative of the organization. This ensures that their sales efforts are in alignment with the organization's culture and image, as salespeople are often the public face and ambassadors of the company.

There are five fundamental components that should be incorporated into any sales organization's training plan:

1. Comprehensive knowledge: Salespeople must have comprehensive knowledge of the products they are selling, including features, benefits, and limitations. They should also have a deep understanding of the organization and the brand they represent. This includes knowing the company's values, mission, and unique selling proposition (USP), as well as being able to articulate these to potential customers. Having a strong understanding of the organization and brand helps salespeople establish credibility and build trust with customers. It also enables them to answer questions about the company's history, reputation, and other products or services they offer. By combining their knowledge of the product with a thorough understanding of the organization and brand, salespeople can effectively communicate the value of what they are selling and differentiate themselves from competitors.

2. Customer understanding: Salespeople must understand the needs, wants, and motivations of their customers. They should be able to identify potential pain points and offer solutions that address those issues.

3. Communication skills: Salespeople must be skilled communicators, both verbally and non-verbally. They should be able to listen actively, ask relevant questions, and tailor their communication style to the needs of the customer.

4. Sales process: Salespeople should be trained in a structured sales process that guides them through each step of the sale, from initial contact to closing the deal. This process should be adaptable to different selling situations and customer needs.

5. Continuous learning: Salespeople should be encouraged to continuously learn and improve their skills through ongoing training and development. This could include attending sales conferences, participating in workshops, or receiving coaching from experienced sales professionals.

In summary, training is designed to benefit all parties involved. When training is conducted effectively, it produces two positive outcomes. Firstly, it creates team members who are content and fulfilled within their role and the organization. Secondly, it produces a company that is pleased and satisfied with the performance of its employees. By investing in training, organizations can foster a harmonious and mutually beneficial relationship with their employees, leading to increased productivity, engagement, and overall success.

Now go out there: Have Fun, Help People and Make Money

Moshe Avrahami

Avrahami Business Development