My business advocates people and culture development through consistent sales training. It’s the best way to maintain a competitive advantage and allow you to sustain revenue growth.
When I look to the market for opportunities I look for 6 glaring signs that tell me help is needed:
- Turnover – This is the easiest to identify. When you see a business that resembles a turnstile or revolving door in the sales department, you know there’s trouble. Ask HR how much it costs to run the turnstile? An investment in training will generate a return. If done correctly it will cost a fraction of your turnover costs.
- Costly, time consuming clients – Lack of training leads to random behavior. Chase the transaction regardless of time and financial cost. Transactions = success is the mindset, until year end when you add the numbers. Wow, more total clients…and less revenue. If you don’t have an ideal client to relentlessly focus on, you are vulnerable to this outcome. P.S. The energy and psychological drain that comes from calling on the wrong people is impossible to calculate, yet it is the elephant in the room that is not acknowledged.
- No sales manager – Only the slyest of sly businesses try this tactic. The money “saved” will go directly to the bottom line in exchange for zero leadership. What could go wrong? Truth is you don’t need a sales manager, you need a sales leader. A leader who respects people, understands the nuance of sales based on experience, and will work in partnership with a trainer to reinforce company sales and marketing goals.
- Missed quotas – Sales training isn’t the only factor that goes into making quotas, but it plays a significant role. Poor forecasting, failure to anticipate market changes, and substandard products are other factors.
- Too many non-sales tasks – Ask a salesperson how much time they spend in sales activities (prospecting, relationship building, needs analysis, proposing solutions). The lowest percentage of time spent in sales activities should be 75%. The lowest. How much time do your salespeople spend on admin tasks, customer service or negotiating in-house to push through business they have already earned?
- Competing on price, or some other losing metric. When you compete in this area, you will lose consistently. Clarity of your Brand Value Proposition is a starting point to turn the corner. Sales and Marketing departments must work together to demonstrate value to the customer who will appreciate it most.
Sales training raises the perception of your sales organization. Ask your prospects and customers how they feel about having salespeople call on them who haven’t been trained?
How much will it cost to not train your sales team? Contact me for a complimentary consultation to discuss the challenges in your business.