Companies spend more money in the quest for customers than on any other aspect of their business. A big chunk of that expense is invested in sales, especially the recruitment, compensation, and training of sales people. When hiring a new salesperson, it makes sense to squeeze as much return on investment as possible from sales training. To accomplish this, companies should consider the changing realities of the sales environment. The emergence of social media, at-your-fingertip product and service research and review sites, and the explosion of content-rich, search engine-optimized information marketing campaigns have created a need for new, dynamic sales training techniques.
For today’s newly hired salespeople to develop into tomorrow’s rainmakers, they must obtain the techniques to deal with tomorrow’s buyers. “Customers and prospects have less time and money to spend, are more distracted, and their buying processes have become increasingly complex,” Dave Stein explains. “Salespeople, who have historically been successful depending on ‘right brain’ attributes, such as social networking abilities and highly developed communication skills, are now faced with a sales environment that requires ‘left brain’ solutions – such as following a defined process, structured thinking, and logical problem solving.”
Training becomes substantially more effective when it conforms to these best practices:
Clearly, for these methods to resonate and become effective, training courses must be tailored for the specific company, and the services or products that are sold. Newly hired sales reps must first understand the company’s strategy and embrace the value of what is being sold in order to master the buying process, empathize with their customers most pressing needs and how their company’s services or products can be the solution to those needs, and then work to tailor and adapt their actions to the selling environment.
Ann Zaslow- Rethaber is President of International Search Consultants, a leader in Executive Search since 1999. Please reach out to ISC for any recruitment needs in the following 5 areas of focus: Sales, Financial Services, Healthcare (non-clinical), Human Resources, & Real Estate Acquisition & Development.