If there was a better and faster way to achieve sales results, you would want to know about it, wouldn’t you?
So, you’ve invested more money in sales training recently and still only see marginal improvement, or maybe even no discernable changes whatsoever. New sales hires come through the onboarding program, but somehow the majority wash out or turnover within the first six months. This has always been a very dangerous and expensive game to play.
There has to be a better way.
Within the past 18 months, your strategy might have been to refocus the training initiatives around remote or virtual selling. As outside sellers became inside sellers, the transition should have been easy enough. I mean really, all we had to do was give them some quick lessons on how to engage, and follow the sales process during a virtual sales call, not unlike what they did when they were visiting customers and meeting new prospects in person. Simple stuff, right?
There must be a more productive approach.
Well, if our new hire onboarding program isn’t accelerating sales success, and our approach to retraining our existing sales force the nuances of selling virtually hasn’t yielded the results we are looking for yet, surely the answer can be found in technology. Let’s evaluate our tech stack, invest in the newest, latest, and greatest apps and tools that will help us transform maybe even automate the way we sell while taking some pressure of the sales organization.
There has to be an app for this.
Not sure if this idea will work for you or your team, but if you will give this blog just a little bit longer of a read, this may just be something that you can tap into to achieve the results you have been striving for. Even if you are already exceeding your numbers, you may want to consider the following recommendation to ensure future success as well.
If there was a better and faster way to achieve sales results, you would want to know about it, wouldn’t you? The answer is yes, I’ll help you with the tough ones.
We build better businesses when we build better people. We build better sales organizations by building better salespeople. So instead of taking an extremely bright college graduate and destroying what otherwise would have been a bright and stellar sales career by introducing them to a sales process that won’t make much sense immediately, make the investment in the person first to make sure they are prepared for adversity, rejection, objections, change, and pressure of working towards quota attainment. Instead of trying to teach even your most seasoned and successful salespeople how to sell remotely or virtually, try equipping them mentally and emotionally with ways to handle the changing sales landscape.
They have the relationships. They know the products, services, and solutions better than anyone. But a change has happened, being tech-savvy and data-driven are now vital to sales success. If this is new to them, shoving it down their throat is not the answer. And I am not talking about coddling them either. What I am recommending is finding the best personal and professional development program that you can that will prepare the new hire, the seasoned professional, and everyone in between work in the most productive mindset possible.
This is your game changer that the competition will miss as they continue cycling through sales process training first.
Now you may be thinking that no one ever did this for you. No, you had to learn the hard way. You cold-called your way through your early career and have the bloody noses, worn out soles on your shoes, and the bumps and bruises that came with going through the sales school of hard knocks. If you could do it, today’s salespeople can and should do it too.
“What got you here won’t get you there.”– Marshall Goldsmith
If a performance development change is needed in your sales organization, you can try researching sales training providers, or maybe call one of them that you had worked with in the past to deliver some sales process training. Or, you could take the time to write a lengthy RFP, invite training providers to participate, assemble a committee to review the responses, invite three or four companies to present their content and facilitators, short list that down to two companies, invite your team back together to select the winner, negotiate and execute the agreement, and then after several months have passed, and the team that needed the most training has turned over again, you can deliver a program that is no longer relevant, if it was ever even really relevant at all.
Or… you could choose the best sales development program that is not really classified as a “sales training” program at all. You could choose to work with a partner to implement a program that has the potential to develop everyone in your organization, and I mean everyone from leadership on down the line. It should be a program that focuses on the people, the most important asset within your company. The content should focus on:
- Building a Healthy Self Image
- Developing and Maintaining a Positive Attitude
- How to Build Winning Relationships at Home and at Work
- Goal Setting and Achievement (Perhaps you can call this Quota Setting and Achievement)
- Creating an Atmosphere and Culture of Hope
Hope? Did he just say hope? Hope is not a strategy. You almost had me, right up until that last bullet point. I mean hope, really?
Yes, hope, I said it for real. Every single person in your organization has hope for something, good family relations, friends, a good social life, to earn a solid income, to be reasonably prosperous, a healthy and happy retirement, happy and healthy children and grandchildren, to go on vacation, to become debt free, etc., you get the point. And yes, everything here requires a strategy too, but when hope is born, potential becomes limitless, dreams can become realities, and sales quotas are crushed.
“Hope is the foundational quality of all change, and encouragement is the fuel which keeps hope alive.”– Zig Ziglar
Hope fuels passion, passion drives purpose, purpose ignites performance, and inspired performance leads to results. We all have hope, and we all want results. It’s really that simple. If you want to build a better team, a better business, a better school, a better community, a better home, work on building the people and watch as the results you achieve are far greater than you have ever imagined possible.
Why Sales Training Programs Fail
Does it always make sense to train everyone on the sales team the same program or content? There are some companies who believe that they must include everyone as they plan for sales training. The goal might be to develop a common sales language, process, and methodology. It’s easier for managers to manage one consistent process and speak a common sales language when working with their teams.
Even though we design these great plans and do so with solid intentions to have a universal program that will somehow meet everyone’s needs, oftentimes we miss the desired outcome because there are people on our team that will not benefit from the content or program. Another possibility is that maybe they aren’t ready for the program and content yet, they may be too new in their role. And the other side of that is that maybe they are already crushing their number and anything we try and teach them may actually end up slowing them down.
Here’s the deal:
- Our top performers are doing just fine, they are killing it. They are making money, and sometimes our very best of intentions just gets in their way. Do they want the newest, latest and greatest tips and techniques? Maybe, probably, but then again, maybe not. What they want is whatever will give them the best advantage to maintain their position on the leaderboard and increase their income and work/life balance.
- Our unproven and under-performing salespeople may be another population who can wait on further training or tools and technologies. As a matter of fact, one of the biggest mistakes I have seen played out time and time again is implementing a sales training program or content that is advanced beyond the team’s or person’s capability or tenure in the business. What this group wants is something that is going to help them demonstrate success to themselves and to the company in the shortest amount of time.
- That leaves us with the moveable middle. And the situation here is that the moveable middle is never dead center, not everyone falls in a vertical line in the middle of the bell curve, do they? They are all scattered somewhere along the continuum of the moveable middle. And the reality is, all we need to do is help move each person slightly to the right of where they are now in the bell curve to have a massive impact on our business and revenue.
The idea here is to stay within the investment zone of the bell curve. And that zone or window will be different for each of you in this room based on the structure and nuances of your organization. And having done this for as long as I have been doing this, If I had to help people find, create, ask for, and justify a budget, I help them to FOCUS and identify what to invest in, who to invest in, and when to invest in the project or people.
Some of the greatest salespeople we have known or worked with demonstrated strength and highly developed skills in:
- Building a healthy self-image
- Developing and maintaining a positive attitude
- Building winning relationships at home and at work
- Using “Hope” as a tactic and activator
- Setting and achieving goals
This is an example from a Zig Ziglar program, Strategies for Success, that has been updated and modified to meet today’s learner. And it is the type of content and concepts that provide the confidence to seek and achieve selling success. For people who are new to sales, an argument can be made that this type of program should be what they go through first, before entering a professional sales training program. Just imagine how we could accelerate success and reduce turnover if we had our new or new-to-sales folks achieving greater success earlier in their career.
Best Practice #1: There are many levels of success within your organization, sometimes when we try and train the masses, we can also compromise the learning. Really try and isolate where the biggest gaps are, and the opportunity for the greatest growth, and start there first instead of trying to train everyone.
Best Practice#2: Go through the exercise of discovery and identify the gaps across the organization based on performance, tenure with the company, and how long they have been in professional selling. Look for the best opportunities to move the needle. Once this exercise has been completed, look for content and training programs that can close the gaps and move the company forward.
Best Practice #3: When not trying to train the masses companies can maintain tighter control on the cohorts, manage the number of people in the classroom, and invest their budgets in the areas that will yield the greatest results.
Remember, managing sales teams by plotting them on a bell curve can give us greater visibility into where the biggest gaps and challenges are amongst the team. This then allows us to determine where we can apply the training that will have the biggest impact. And if finding or getting a budget has been a challenge or if it will be a challenge, getting much clearer on who is going to be trained and why the more likely the training budget will be approved.