Many people, including some in the sales profession, believe that sales training is a waste of time and money. A popular belief is that salespeople are born to sell, and that an individual either “has it” or they don’t, and nothing can be done to change it.
This belief has been proven to be wrong. Selling is a learned skill. Many of the beliefs about the skills required for success are much different from those actually necessary.
Below is a list of truths about the sales profession:
1 – Sales is a learned skill. A sales rep will never reach their true potential until this fact is accepted. True professionals study and practice the skills proven to be effective and continue sales training throughout their careers.
2 – Sales calls can be made at any time. Many sales reps actually believe sales calls can only be made after 9:00 or before 3:00. The professional knows someone prefers 7:00 a.m., and others work evenings. Professionals find people to see them for a full day every day.
3 – The mind controls most sales. This is why many sales come in succession. It’s often called a lucky streak, but it isn’t. It is the sales rep “assuming the sale” without faking it. The previous sale programs the brain to believe the next one will buy also, and it often happens as a result. It is a 100% true belief that the buyer is going to buy today.
4 – Good telemarketing is critical. Work backwards and determine how many calls are necessary to develop a full week of appointments. This number is the number of calls that must be made each week.
5 – Increase selling time. The only time that is real “value added” is the time spent with the prospect or customer. The time getting an appointment, traveling to and from locations, completing paperwork, and attending meetings is an incidental necessity, but not value-added. Do all of these tasks outside of the high-value-added hours. Increasing value-added selling time can be learned using lean manufacturing and Six Sigma principles.
6 – Learn to Close. Closing is the most learned skill in the profession. When a prospect objects to the price, color, service, or anything else, the sales pro knows exactly how to respond down to the specific words. At the point of the objection, there is no time to think. All thought should be directed toward body language and preparing the next 3-4 steps in the sales cycle.
7 – Learn sales techniques. Techniques are not tricks, and no sales rep would be effective trying to trick someone into buying. Some believe closing is using tricks but it is not true. It is simply being an effective negotiator, helping the customer make a buying decision. For example, with a service objection such as the length of after-sales service being too short, the sales rep should use a “right-angle close”. This negotiation is simply stating the answer with a buying question, such as “If I can get the two-week service changed to four, will you give us a try today”?
