What Happens When Sales Training Is Inadequate?

When you neglect sales training, several negative outcomes are likely to result.

One hand doesn’t know what the other hand is doing!
If management are not communicating down to the Sales Directors and senior salespeople what their outcomes are, then how can you expect your sales people to know what is happening?

Equally if that feedback is not going up the other way, from sales to management, what could happen, and often does, is that these two parties are actually working towards potentially different goals.

Sales people lack confidence
Salespeople then begin to lack confidence in their ability to sell the medium – they then lose heart, and usually within a short time they leave.

Right now across radio, TV and newspapers this is happening every day, and I challenge you to take some responsibility for it.

Why should you train people?
It’s pretty simple – sales training increases the performance of your sales people, resulting in increased sales, by:

• Preparing salespeople to maximize each customer.
• Teaching your salespeople a systematic selling process which makes it easy for them to address the day-to-day objections that come up in any sales process.
• Improved stability of your sales people to sell your product.
• Improved stability of your sales operation.

So please, if you’re a general manager or sales manager, please spend some time with you sales people and train them. If you can’t afford to train them, you might lose them - and whose fault is that?

PHOTO CREDIT – MikeSchinkel

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