Each year, companies spend more than $5 billion on sales training…with much of that time, effort, and money going to waste.
In the SalesOpShop video “The Sales Performance Puzzle: How to Solve It,” RAIN Group president John Doerr succinctly explains this conundrum. He says that many companies simply neglect to identify − before they dive in − why sales training may be necessary. Often, says Doerr, the following problems, not a lack of sales training, prevent companies from seeing bottom-line results:
- Sales reps are well-trained in selling skills but don’t have adequate product knowledge.
- Some companies just don’t provide sales teams with the tools they need to develop profitable customer relationships.
- Sales coaching may be lacking.
- There’s no incentive to show results – no reward for selling a lot, no consequences for selling a little.
In these instances, sales training won’t help.
Doerr says that, before investing in often-costly sales training, first identify where the sales process breaks down. Sales leaders should examine the company’s sales pipeline and also analyze the rate and causes of rep turnover. Moreover, Doerr suggests, sales managers should spend time observing reps to ensure that they’re accurately reporting their sales activity.
Above all, encourage fluency among your sales reps – this is where sales training may be the most appropriate method to achieve success. Doerr offers an example: in the middle of a sales call, a customer or prospect asks a question that the sales rep isn’t expecting; nevertheless, the rep easily provides a knowledgeable answer. That’s fluency. And a team of fluent sales reps just may be any company’s most strategic sales tool.
To learn more about fluency, watch this 10-minute video, featuring John Doerr, president of the RAIN Group.
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