What Sales People Are Missing

What are sales people missing? Nothing! Ask them, and invariably that’s the response you’ll get. Nothing! I hear it more frequently than most because I’m in the sales training and coaching business.
The first question I always ask a prospective client is, “Have you ever had any formal sales training?” If they answer, “Yes;” I then ask them to explain where, what, when and by whom? Boy do I get a collection of answers that never ceases to inspire me.
For most, they associate sales training with product training−not. For those that actually participated in formal sales training, it was not awe-inspiring nor was it as effective as they hoped. None of which surprises me.  
Regardless of the initial response I receive, my next question is always, “Do you believe attending sales training would be beneficial?” Here comes the strange part; most sales people recognize the benefits of sales training and/or having a sales coach–but it’s not in their plan (I’m being kind to suggest some sales people have a plan).
For companies and/or sales people, the basic question to ask prior to any sales training has to do with a plan. One plan would be to engage in sales training only as it pertains to specific topic(s). An example of this might be sales training on sourcing business (leads). If a company and/or a sales person identifies prospecting for leads a deficiency, invariably their focus will be on only that specific topic and once they’ve attended a training session that specifically addresses this need, there’s no need for any further training.
Another sales plan might acknowledge the attributes and possible benefits of sales training but only as it applies to an internal source of training. A third plan addresses the cost factor and whether in this challenging economic environment this is where their monies should be spent. Well, the good news is that in all of the above instances in fact a plan does exist. The not so good news is that most of these plans are misguided. But, the other good news is that these deficiencies are easily rectified.
When a company or individual identifies only one aspect of selling as a deficiency they are missing the opportunity to improve on other selling segments. The issue, I’ve found, is who in this scenario is identifying and determining the selling deficiency. More important than whom is the question of the criteria being used and the expertise (or lack thereof) as it relates to the decision-maker.
The second scenario regarding internal sales training programs is more delicate and sensitive (although I’ve never been accused of either trait). Sales managers and/or human resources people who are responsible for establishing and maintaining internal sales training programs can be somewhat territorial. The only suggestion I would make relates to any review process established to monitor and evaluate the effectiveness of any such programs.
The last issue relative to this discussion relates to the cost of sales training–one of the most prevalent objections I encounter when discussing my company’s sales training and coaching programs. When done successfully, sales training and/or coaching is cost effective. If attending a sales seminar results in one more lead, one more selling opportunity and, ultimately, one more sale–is that worth the cost of training?
In closing, I must share with my readers that the majority of companies and individuals that have a sales training plan, or have participated in a sales training seminar or program, verbalize to me that it was not worth their time or energy. For this I apologize. I apologize, not for myself, but for those who had an inadequate sales training plan or did not possess the expertise to effectively improve the selling process. As one illustrious football coach once stated (to paraphrase): it’s not practice that makes perfect–it’s perfect practice that makes perfect! Having a sales coach, an internal sales training program or attending sales training seminars won’t necessarily have the desired results if the latter exercises are not done by perfect coaches or trainers.
That begs the question on how best to evaluate a perfect sales trainer or coach and/or a training program? For answers to this, and many other questions like these please watch for answers in my future articles–or–feel free to contact me.