Sales trainers, coaches and those who offer advice

By Jeff Bowman

There has always been discussion about the value of sales training, the ROI on investing in people.

Although managers love to measure and see immediate results from their investments, it seldom works that way. Sales training is an investment in your company’s future.

Most businesses understand the value of developing long-term relationships with customers. The salesperson is often the face of the company, so it makes sense to develop highly trained and motivated individuals, who best represent your interests.

A good salesperson is a skilled relationship-builder and solution-provider, who cares about their clients as much as they care about their company.  They need training on an ongoing basis and most appreciate the investment a company makes in training them because they understand that in the long run it will mean more revenue for the company and themselves.

So the question is, do you invest in training, or do you offer coaching?  My first question is always “who is the coach”? It often falls on the sales manager, who may not be the most polished salesperson on staff. They may not know how to provide an environment where feedback is well received and leads to changes in sales behaviour. What do you think about when you hear that your boss is going to work right beside you all day?

Sales people get a bum rap sometimes. When things are slow sales people take the heat. Some companies actually believe the cost of training is too high, or sales people don’t work that hard anyways or that anyone could sell these products. Usually that opinion comes from someone who has never had a door slammed in their face, or never had to explain a delivery screw up or price increase.

Sales training should be ongoing, regular and re-inforced through ongoing coaching.

Imagine an investment that leads to new clients, higher- value sales, increased return purchases, referrals from your own customers and increased profitability for the company due to higher levels of customer satisfaction.

That’s what good sales training gets you!

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Filed under Jeff Bowman, Sales

2 responses to “Sales trainers, coaches and those who offer advice

  1. The real problem with sales training is they they view it as something to send the new sales guy to.

    Did you ever take your dog to obedience school? If you have then you know that it’s about training the owners not the dogs.

    Goos sales training should also train executive management to give Sales what they need to perform, what to measure, and how to interpret the results.

  2. Excellent comment Dave, you are correct. Buy-in from upper management is critical. I have a friend in training who likes to say “the fish stinks from the head down”. I once had a President walk out of the training session after introducing me, with the comment “you are the sales guys!” Imagine the impact that had on the group. Everyone in a company has, in some way, an impact on sales.
    Thanks for the comment.

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