Updated sales training is needed by many companies in the current world markets due to the increased difficulty in doing business in a downturn. The sales skills that were appropriate in the boom times preceding 2009 do not work in the current environment.
Companies need to focus their sales force on responding to the clients’ needs. Selling IT systems, for example, requires a good understanding of the clients’ business needs, not just the technological specifications. Whereas previously it was sufficient to let the IT techies attend sales fairs, it is now preferable that senior management attend, as they will have a better understanding of how the technology can be married to the needs of a business.
Sales training must focus on isolating differentiators that exist between their product and all the competing products on the market and working these up into marketing pluses for their product. The sales skills needed here is an ability to show the purchaser why buying your particular product will serve them better than buying that of the competitor.
By looking at the buying behavior of the client base before leaving the office, the team will increase their skills and ability to win the deal. The selling strategy has to reflect what the client needs, not what the sales force might think is applicable.
Negotiating strategies taught in sales training courses must look at optimizing outcomes for all parties in a deal. Honesty regarding one’s own products and a willingness to meet the client halfway by providing for unusual or customized solutions will help develop a long-term business relationship. Repeat business, even at a relatively small level, will help many companies sit out the downturn. When companies are having difficulties they would rather use a friendly and helpful source company that has put in the effort previously, than switch to a new and unknown quantity.
Cultivating new prospects is a sales skill that needs to be encouraged throughout the business world. Everyone who walks in through the door or interacts with the company can be turned into a word-of-mouth advertising opportunity simply by treating them with respect and by being helpful and friendly at all times.
Finally, do not forget that sales management is a crucial factor for a sales team and that sales training must focus on developing skills in management that will grow the team and nourish them. Healthy sales come from optimistic sales teams and it is the responsibility of management to ensure that the team remains positive and use their training and skills to the best possible advantage.
