Choosing a Sales Training Program - Finding the Right Training Program For Your Sales Trainees

In the competitive marketplace that we live in today, differentiation many times comes simply from the quality of salespeople on the street. How effectively they present themselves, build value, drive the sales process and meet and exceed their customer expectations can be the difference between getting a sale and failing. Training should be a vital part of your Sales Management philosophy. However, I find that there are misconceptions about what sales training can and cannot do. Many Sales Managers believe that sales training is the answer to their problems - train my salespeople and they should sell better. I understand that logic considering the investment many make in these programs - facilities, trainers, materials, lost sales opportunities while salespeople are in the program, travel expenses, etc. These costs can surely add up. The expectation that there will be an immediate ROI can leave some weary of making such an investment.

Here are several ideas to keep in mind as you consider investing in a sales training program.

Personalization - Generic training is not as effective as personalized training. The salesperson must understand how they perceive and engage the consultative sales process. Their "uniqueness" as a salesperson must be infused into the sales training in order to make it real to them. If your salespeople have to make a mental leap in attempting to connect with the material, then there's a good chance they won't learn it or apply it at all. That's too costly for you as a Sales Manager and your company. Find out if the program provides in-depth, personalized assessment tools that provide personal feedback about the salesperson inside of the sales process. Also, find out if they can customize the course material to your specific industry, company, language and culture. This will connect the salesperson to the training material and help them understand their strengths and areas of development much better.

Reinforcement - If the training is not reinforced, the learning is lost. Be sure the program you select has sufficient tools and resources to keep the content of the sales process in front of your salespeople consistently over a long period of time. The training concepts must be transferred from the salespersons short-term memory into their long-term memory. The internet, along with a variety of digital learning tools, makes reinforcement much easier today. Check out the reinforcement tools built into the program - if they're lacking, or flat out don't exist, move on.

Coach Salespeople After the Training - After the training program ends, the real work begins. As a Sales Manager, you're also a "coach". Part of your responsibility is phone or field observation. Are your salespeople applying the knowledge learned during the sales training program? Are they using it correctly? What do they do well? What do they need to improve? What action steps will you take to help them? Keep in mind that a good training program will not attempt to turn you, the Sales Manger, into a sales trainer. That's not really your job. However, you should make it a part of your weekly objectives to observe and "course correct" each of your salespeople in alignment with your new sales methodology.

Hold Salespeople Accountable for the Training - Finally, a good sales training program should offer you the tools for accountability. What if your salespeople don't learn the material? What happens if they don't apply it? How should you respond? Likewise, what rewards should your salespeople expect for going through a training curriculum that requires more time and energy from them? Testing and measurement are excellent ways to determine if what was taught was retained. Observation enables you to actually see their learning in action. In either case, formal accountability plays a vital part in your Sales Manager role.

There are many other factors to consider when assessing a sales training company to train your salespeople. Consider the costs and the realistic expectations you have associated with the training. Determine what will work best for you and make the investment. Remember, regular sales training and daily sales coaching should be part of your competitive strategy to help your company grow. I hope these ideas help you make that happen.

Barrett Riddleberger is an internationally recognized leader in the fields of sales assessments, customized sales training, sales recruitment and sales consulting. He also is founder of Resolution Systems Inc., a strategic sales consulting firm. His book, "Blueprint of a Sales Champion," details how organizations can find, train and retain top performing salespeople... even in a highly competitive market. An accomplished author and sales consultant, Riddleberger is also highly in demand as a business development and motivational speaker for organizations seeking to drive their sales force to greater levels of performance. For more info visit ResolutionSystemsInc.com or call 866.350.4457.

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Sales Performance - Choosing the Right Tools

Recently we interviewed fourteen sales executives to learn what they think really contributes to improved sales performance. We asked them the following question: what is the correlation between the tools they provide to their sales teams, and the results those sales teams achieve? Our colleagues told us that the way management goes about selecting, designing, and implementing sales practices, processes and software applications makes the difference in sales performance, not the tools themselves.

Our colleagues all represented major corporations in the B2B sector, with large sales organizations, major or national account teams, and well over a hundred years of combined field experience. They included senior executives, sales managers, and individual contributors. But overall, they agreed on four key points, with a bonus point thrown in for good measure:

1. If they build it, they will use it. In other words, if sales people who will use the sales tools have a say in building or selecting them, those sales people are much more likely to adopt and use the tools.

2. They will use it if they understand it. In the world of sales, ease of use seems to mean rate of adoption. If the tools make sense to sales people, if they produce useful insights without imposing a lot of data entry overhead, then sales people will use the tools.

3. If they use it, they are more likely to get desirable results. Once sales people have easy access to tools, methods, training programs, or technology that they had a hand in building, they use the tools. Then both sales and management can measure results. And once you measure the results you can manage them pretty well.

4. Once they get results, they want more and better results. So it was worth the effort to get the right technology, training and business processes in place, in the first place.

And the bonus: if you don't let them build it, and they don't adopt it, you probably won't get the results you want.

Ease of Use vs. Rate of Adoption

The first thing we discovered was ease of use doesn't really mean ease of use at all. It means "did you guys come up with something that makes sense to us sales people and makes it easier to do our jobs? Because if you did, we'll use it. If you didn't, forget it."

Of the fourteen people we interviewed, one thing was absolutely consistent, regardless of the size of business, industry sector, experience level of the sales team, or anything else. The sales team simply won't use any processes, methodologies, training programs or technology tools if they don't make sense and provide meaningful feedback no matter how elegant, popular, powerful or fashionable they may be.

In our limited sample, those who reported the greatest success and the happiest outcomes said that their sales force had had direct input into the choice or design of the tools, understood what they were designed to accomplish, or both. Further, several interviewees reported a correlation between the narrowness or specificity of the problem to be addressed, and the success of the tools chosen to address it. In other words, solving a small and easily identifiable problem had more success than sweeping change.

Examples:


A high-tech manufacturing firm sought and obtained sales input to design a new CRM solution to replace their outdated investment. Result: a streamlined system with significant increases in adoption followed by improved employee engagement and measurable growth in sales dollars.
At a transportation company, the account managers had a hard time managing their pipeline, so they chose a web-hosted software package to simplify pipeline management, and do nothing else. Result: high adoption, greater sales control, increases in business and virtually no budget impact on the IT department.
A provider of commodity products wanted to change from a product/channel focus to a market-segment focus. To make it easy for the sales force to adopt the new approach they invested in a formal change-management process that engages the people involved in the change. Result: a sales organization that has renewed motivation and is showing positive early results.
A large communications company maintains its competitive advantage with a consistent focus on customer retention and executive sponsorship based on carefully documented processes and policies. Sales people find it easy to engage a senior executive, even a C-level person, in account campaigns and visits. Result: commanding market share. Sales people in this company really know that Sales is king.


On the other hand, those reporting lower rates of success believed that management seemed not to understand or appreciate the realities of the sales mission, function and organization. As a result, sales people were less likely to be included in designing the desired tools and methods, or in identifying the need for change in the first place.

Examples:


An otherwise successful company provided all kinds of useful tools to its sales force, with high levels of adoption and success, but management decided not to address the need for mid-tier sales support. So those senior sales people must do their own "administrivia" at the cost of hours of productive face-time with customers.
One large industrial firm has spent years changing the business model from product focus to industry focus to account focus and back again, producing the response of "duck, here comes another initiative!" from sales people. Sales reps distrust management and are reluctant to adopt the next iteration. It's tough for this company to improve results in a systematic fashion.
A group of technical experts, none of whom had field sales experience, launched a successful business. But when they decided to launch a national account team, they failed to provide effective sales-force automation or rational sales processes. The national account team now spends a considerable amount of its time making the internal sale, again cutting into productive face-time with customers and prospects.

Sales Performance and the Right Tools

So what's the relationship between sales performance and the right tools? The answer lies not in the tools themselves, but in the strategies by which those tools are selected, designed and deployed.

When sales people are equipped with the right tools, they have two advantages. First, the right tools capture pertinent information and data that helps sales people to make consistently good decisions, contributing to predictable and consistent sales results. Second, and even more important, good tools, methods, and processes make the sales job less time-consuming, more efficient and less costly. And that means that sales people can devote MORE time to selecting the most qualified prospects, cultivating high-potential relationships, offering the most beneficial solutions, and winning the most profitable deals. Those are the sales tools that predict success, no matter what the state of the economy.

Ellen Bristol is the founder and driving force behind Bristol Strategy Group, the Miami-based sales-force productivity company, and developer of Selling the SMART Way®, BSG's flagship solution for productive sales teams. BSG's latest offering is the SMART Way® Scorecard, web-hosted toolkit for improving sales-force productivity. Visit the BSG website http://www.bristolstrategygroup.com email her at ellen@bristolstrategygroup.com or phone 305-935-6676.

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Choosing The Right Sales Speaker For Your Performance Objectives

Considering hiring a top sales speaker for your next sales meeting or conference? Bringing in an outside authority can complement a sales manager's own efforts in pursuit of improved performance and productivity. A sales speaker can help a sales force meet and exceed quotas and meet and exceed customer expectations. Sales speakers are not of the one-size-fits-all variety, though. To gain the maximum benefit from scheduling a sales speaker to address your sales force, you must understand a few things about sales speakers and about your sales force.

Are all sales speakers created equal?

In general, there are two types of sales speakers: motivational sales speakers and educational sales speakers. (And contrary to some preconceived notions, educational sales speakers do not equate to boring sales speakers.)

Motivational sales speakers serve much the same purpose as motivational speakers in general, except their presentations are geared more specifically toward sales activities. A motivational sales speaker is typically engaged to generate an immediate response among presentation participants, boosting enthusiasm and energy while delivering relevant, practical content.

Educational sales speakers are also motivational, but rather than focus on attitude or emotion, they equip their audience with new skills or information which leaves sales professionals energized to put their newly acquired lessons into practice. Whereas motivation alone will fade over time and need to be renewed, education yields longer-lasting benefits.

How do I determine what type of sales speaker is best for my sales force?

There are a number of factors a sales manager must take into consideration to determine what type of sales speaker will generate the best results with his or her sales force. If morale is waning, then a motivational sales speaker who can re-ignite passion and purpose among the sales team may be the perfect solution to boost performance. It is important to determine the reason for the deficiency in morale, though, to determine what specific issues need to be addressed to remedy the situation.

If a sales manager determines that the sales force is lacking in the skills necessary to compete in today's ever-changing marketplace, then a sales speaker who can impart wisdom and insights for practical application may be most beneficial. (This type of presentation alone may boost morale.) A speaker with particular expertise in a given industry may yield even more positive results.

Another important consideration in selecting a sales speaker is whether your sales force engages in consultative sales or transactional sales. Scheduling a speaker with expertise in transactional sales to address a sales force that engages in consultative sales could have extremely adverse effects, and vice-versa if scheduling a consultative authority for a transactional sales force.

Who are some of the most popular sales speakers?

Among the most popular sales speakers today are best-selling authors and authorities including Jeffrey Gitomer, Neil Rackham, Tony Alessandra, Mike Marchev, and Jim Cathcart. Of course, there are hundreds of outstanding sales speakers from which to find the best match for your unique needs and objectives.

How do I decide which speaker is right for my sales force?

By reading articles and books on selling, you'll be able to get a good idea for which speakers and authors seem to best understand issues that are relevant to your industry and your sales force. You may also contact a speakers bureau to discuss your goals and receive suggestions of speakers who have proven successful in situations similar to yours. Once you find the right fit, the voice of an outsider can be one of your greatest assets in leading your sales force to the next level.

Shawn Ellis is founder and president of The Speakers Group, a speakers bureau based in Nashville, Tennessee. With nearly a decade of experience helping organizational leaders secure renowned keynote speakers and authors for their programs, Shawn has earned a reputation as a friendly, reliable and knowledgeable event partner. For more resources to help you in your meeting planning efforts, visit The Speakers Group's meeting planner article library [http://www.thespeakersgroup.com/article_library.htm] and speaker reference guide [http://www.thespeakersgroup.com/reference_guide.htm] on their web site at http://www.thespeakersgroup.com

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Choosing Literature Dispensers For Product Display

Displaying information relies on capturing people's attention. Whether the information is a brochure, business card, or a newspaper or magazine, the vehicle on which these items are displayed can bring a person to the information. Literature Dispensers come in a variety of styles, materials, and configurations. Finding the right mix between display design and exposure will bring customers to your product.

The style of the dispenser itself is often dictated by available space. If you have little room to place a display, a wall-mounted unit may be your only option. Desktop displays are fine for business cards or smaller items if used in busy areas. If a table is designated for information display, a larger unit will be able to be used. Freestanding floor racks offer great diversity in design. These units are either stationary or mobile. They are flat, round, or multi-sided. This design can also spin or twist.

All manner of items can be exhibited with the variety of dispensers that are available. Newspapers, books, and magazines display nicely. Occasion cards or normal postcards can have a great selection shown in a small amount of room. Digitally recorded music and movies can also be arranged for viewing.

Choosing the kind of material the unit is made from is simply decided by using a few parameters. The decor of the room can have a big impact on the choice. If the office is decorated in wood, it may be best to stay with this theme. High traffic areas may lend more toward acrylic or metal to absorb wear and tear. Establishments with a lot of goods may want a unit that doesn't add extra material such as an open style wire rack.

Wood is an attractive alternative that is easily incorporated into a setting that is more formal or has wood accents. It is also a strong material with a warm natural appearance.

If you want great choice in types of units, acrylic is the material of choice. The material is strong and it can hold up to a lot of use. The product can be used both indoors and out of doors. Since acrylic can be molded and cut and comes in varied thickness the size of these units can be very small to very large. It is also easy to have a logo etched into the dispensers.

Lightweight with an airy design are characteristics of wire dispensers. Often seen as a carousel for cards, wire displays can also be configured into a wall grid with moveable shelving. When products change often, having the ability to add, move, or remove pieces from the display allows needed flexibility.

Metal allows for a durable piece with the opportunity to add color. These racks can project a utilitarian look or can offer a retro or contemporary feel. Look into this option for greater choice of style.

The choices available for literature dispensers are dizzying. To get yourself pointed in the right direction you may want to have a few things decided. Know what you want to display and the size of these items. Take the measurements of the areas where you will be installing the units. Decide if the unit needs to blend in or if it is purely needed as a tool. Having this information decided will make the selection a bit easier. Shop online to see if you can find the right dispenser for your setting.

There are a broad variety of Literature Dispensers available online and some excellent ones at Display Stands be sure to have a good look around before making a purchase.

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Choosing Literature Racks Based On Your Needs

Putting your literature racks in the right area may greatly increase the look and feel of the job site specifically if you select one which is unlike the particular interior decoration from present furniture you already have. A person will certainly desire to make totally sure everything complements. Choose ones coloration smartly and pay close attention to detail.

Not only does it make your office space pleasing to the eyes, but it also provides a place to display your reading materials. This insures the customers will have easy access to something to read while they are waiting to be helped. This is much easier then having to look through a stack of magazines placed out on a table.

This too appears great in a professional situation exhibiting that your business is furthermore effectively organized. From the customer viewpoint, should your waiting room or even main receiving area be well organized, then it would be safe to assume the same is true with the company. The influence this can have on the customers or prospects are astonishing.

These systems range in different shapes as well as colors. These units are generally made from various kinds of materials. Therefore whenever picking the unit fitting your office needs it might be a good idea to think it through.

If the unit will likely be placed in one fixed location and never relocated around much, you can think about the possibility of a solid wood or even a light metal. This is provided your other related furnishings are actually of the identical material.

Some businesses like to change the look and feel of their waiting areas. If this is the case, you may want to consider something lighter so it can be moved around easily. Where ever you choose to make your purchase, the sales associate will be more then capable of assisting you when picking the right literature racks.

There are a broad variety of Literature Racks available online and some excellent ones at Display Stands be sure to have a good look around before making a purchase.

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