You read the title correctly. I present sales seminars and workshops nationwide—why would I make this definitive statement? It’s simple; those attending will usually hear complex advice and information on so many topics that it can be overwhelming and sometimes counterproductive.
Seminar information invariably won't enhance your financial productivity unless presented in a simple, easy-to-comprehend format. Before deciding which, if any, seminars or workshops to attend you should identify the main objective you want to accomplish.
The ultimate goal of attendance should be to convert newfound knowledge and techniques into immediate sales productivity leading to financial success. Most seminars and/or workshops don't accomplish this goal regardless of their promotional claims and marketing material. The main reason is a lack of simplicity and effectiveness in technique and approach.
It’s time to go back to basics to ensure success. Remember, “Nothing happens until something gets sold!” Many professionals have impressive credentials and/or knowledge relative to business information and ideas. It’s how they present and articulate knowledge and information that will determine if others can benefit and prosper.
There is certainly no shortage of seminars or instructional sessions (Web based, etc.) that, for a fee, will disseminate information on a myriad of sales topics and theories. Usually, the more complicated the approach, the higher the attendance fee and more distant the venue. Unfortunately, most attendees leaving a seminar are not given the skills to convert this information into financially (there’s the “F” word) productive results.
Most, if not all, seminar attendees are simply trying to improve their skills for the sole purpose of financial productivity. Some attend for information on how make a living, while others attend to learn how to earn serious income.
The common denominator is turning information and ideas into consistent, income-producing results. If that’s your objective then the title of this article applies to you specifically.
Nothing happens until something gets sold (did I mention that before?). Most sales seminars share sophisticated, cerebral, conceptual and difficult-to-implement ideas and techniques.
My approach has proven considerably more successful. I've created the “SEE” method—Simple, Easy and Effective. The first order of business is to acknowledge that selling is a discipline. As any discipline, it needs to be learned in a simple, easy and effective approach if the salesperson is to be consistently productive. It’s not rocket science but like other disciplines, instruction on various techniques and methods is required. This information should come from presenters who have practiced this discipline successfully, with hands-on experience of what works and what doesn't.
In what might seem like a contradiction of this article’s title, I am a proponent of seminars and workshops—provided the information is presented in a simple and easy-to-use format.
Furthermore, each seminar or workshop should provide the attendee the capability to walk out the door and immediately implement the processes and techniques presented. Education and learning should be a continuing process but will only be beneficial if it’s put simply.
Extrovert or introvert, experienced or inexperienced, well-educated or limited education—simple, easy and effective sales training trumps everything. Effective selling techniques and methods are what will ensure success.
Effective sales people can adapt to any economic environment and are always in demand.
Stephen Greenberg, sales consultant, sales trainer and sales coach, can be reached at
