There’s little doubt that most of us, at some point, have experienced that uncomfortable feeling of being “pressured” by an overly aggressive salesperson into buying a product or service.

Most often, we usually thank them and abruptly walk away, even though we may have initially been interested in the product or service being offered. All too often, it’s a simple matter of timing, allowing the customer to reach their own “comfort zone” by allowing them the time to assess the product or service.

Moreover, knowing when to engage the buyer and hopefully close the sale, and that’s where teaching the basic skills needed to sell becomes essential in keeping and maintaining a viable customer base within an ever-changing high-tech environment.

However, where do we begin in developing a sales team?    

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Today the landscape has changed dramatically. Businesses more than ever need to rely on targeted sales training programs specifically designed to the company’s individual needs.

Nevertheless, you may choose to “go it alone,” perhaps thinking it’s no big deal in assembling a sales team, and perhaps that was true a decade or so ago. However, the marketplace has changed dramatically.

Within the retail industry alone, online sales this holiday season skyrocketed to over 50% in global online sales, to over $1.1 trillion dollars, with over 58% coming just a week before Christmas.  

Moreover, total U.S. online sales reached $236 billion, compared to $165 billion in 2019. This trend will no doubt continue well into the future.

The competition from online sales where customers simply log on to their favorite website and push a button presents a real challenge; the question is, how do we navigate forward when the salesperson is taken out of the equation?

“Going it alone” shouldn’t be an option, rather recruit a professional sales training firm, one that provides a total sales methodology, one that benefits every salesperson, no matter how experienced they are within your company.

Moreover, recruit a firm that utilizes core sales training techniques such as:

In-Person Workshops

This allows for invaluable person-to-person interaction between individuals, which in turn builds a dedicated sales force.  

Online Courses

This is an excellent way of sharing sales training techniques with others on the team and a great way of keeping track of their progress.

Internal Team Testing

This is another great way of calculating the strength and weakness of your sales force by reviewing past sales cycles.

Do your due diligence in choosing a sales training company. Also, make sure you do your due diligence before you contract a sales training company, check their success rate, their client base, and most importantly, can they meet your specific needs? 

Trial and Error

Moreover, the most important aspect of any sales training program is what occurs in the field. In that, most sales techniques are developed by trial and error. Feedback by the client thus becomes extremely important within the development of any sales force.

However, perhaps just as important in crafting a successful sales training program is how the buyer preserves the salesperson who is tasked with the “art-of-persuasion” in which he or she must put themselves in the buyer’s shoes. The salesperson should be able to understand and, more importantly, solve any problem that might arise.

A Well-Defined Script

Crafting a well-defined script is also an essential part of sales and should become second nature when speaking with a customer; it should sound natural, not rehearsed.

Most likely, if you’ve never spoken in public, this can be a daunting task. However, with practice, the fear factor will slowly diminish. That’s not to suggest that you won’t feel a bit uneasy during the first few encounters. However, as you become more comfortable with yourself along with the product or service you’re selling, you’ll develop a certain cadence to your presentation, you’ll be able to emphasize certain aspects of the product or service, perhaps highlighting a special feature.

If you’re selling in-person to a customer and not on the phone, it’s a good idea to practice your presentation standing in front of a mirror; remember, this is a performance. The more comfortable you are with yourself, the easier the sale.

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