Why Sales Training Often Fails

Even today’s busiest sales professionals understand the importance of research. Even if you are convinced you will get the sale, you need to research the company or person you are selling to first, to make sure you know as much about them as possible so you can tailor your sales approach to meet their values.

Be patient with your efforts and willing to put in the time to close a sale. Try not to be pushy, but always persevere until you get the results you are looking for.

What can you do to ensure greater sales success and avoid “failing”? You could buddy up with someone who took the same course and practice together to re-enforce the acquired skills. You could set up weekly reviews, or drills, with your Sales Manager or Training Manager to re-visit the material until it becomes second nature? You could commit to a weekly review of one element of the training program you attended. If you are in a corporate environment, you might suggest you have a formal annual refresher program to hone your skills and discover nuances of the program you took.

Keep it brief. I once read a proposal for a insurance sales training programs that spanned 24 pages. Decision makers are far too busy to read a long proposal. I understand that some proposals require a lot of information and detail, especially if you are recommending a complex solution. However, the longer your proposal the more likely it is that your prospect will skim through it and flip ahead to the investment. It is much more effective to write a short, concise proposal and provide back-up information if needed.

Example 1 “It really bothers me to see someone ends up in a state nursing home, how does it make you feel?” Prospect answers, “It hurts, my brother was in a state care facility for 3 years before he died and received poor care. Your right, I talk to so many seniors, and completely forgot about the poor care they receive. Certainly, it is a shame for them to have to lie all day in a bed where the staff commonly ignores them. I wished I met more intelligent people like you that are really concerned.

Make it different – One salesman climbed in the trunk of the car he was selling and had the customer shut the trunk with him in it. The he used the inside the trunk glowing release to show how this safety feature would help prevent a tragedy with a playing child. Most salespeople just point out this feature he used showmanship to be different and memorable.

So the bottom line is stay away from the too common empty closes like “just trust me.” Instead, do some research on your products. Then develop a list of strong features and benefits about your product. This will give you more confidence as a salesperson. This will give your customers more confidence in their decision to buy your product from you.

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