A New Look at Sales Training

Source: CPA Marketing Report

There are misconceptions about what makes a good sales person. He or she does not have to be pushy or even an extrovert. Technical people may be more effective if they add  practice development competence. On the other hand, don’t assume that technical competence alone will make your phone ring.

Professionals can’t be trained in practice development in a single course, and classroom training alone, even when provided over two or three years must be coupled with experiential training. Some say the training should be 20% classroom and 80% practical. Spreading the training over a longer time, and presenting it in small digestible segments is less threatening to practitioners.

Break the training up into segments: proposals, objections, networking, targeting, client referrals, needs analysis, and closing. Each of these can be presented separately. Include a session on why prospects choose other firms.

Practice development skills can be useful in other aspects of life. The training process that uses this philosophy will be more interesting and less intimidating.

Some firms believe everyone should have practice development training; others limit it to those who they know will use it. Some firms believe the training should be provided first to a few selected professionals. If they succeed, others will be encouraged and motivated.

Be wary of sales trainers who own products or tools they are selling. A sales trainer who trains in the firm’s unique method will have more success.