The training of new sales personnel is a shortcoming of many corporate sales departments. Everyone knows the importance and value of "practical" training, but due to the failure to grasp the key points, new salespeople are unable to quickly improve their sales skills and achieve sales results.
Starting from the actual training, Laogui pointed out several key points and core training concepts for friends’ reference.
A sad phenomenon: many companies’ sales training often regards the most important content that needs to be trained for new employees as a simple place! Still refuse to admit it! It is right to stick to your own training ideas! This has also resulted in many organizations complaining about the newcomers’ lack of training results! It’s an unreasonable thing! ! !
1. Let employees digest product knowledge and company-related product information from a "practical" perspective!
Too many companies throw product information and various company information to new salespeople, leaving them to learn and memorize on their own.
This is very stupid behavior! ! ! !
Don’t think what the old ghost said is unpleasant, it’s the fact!
New sales people, no matter whether they have been engaged in sales work or not, have no idea about the company's products, services, price system, and related information that need to be mastered! (You can understand if you think back to the stage when you just started selling!)
They know that these materials will be used in the sales process and in the process of communicating with customers.
However, they have no actual combat experience, so they do not know: which of these contents are the key points in the actual combat process, and which contents will be applied at what stage and under what circumstances!
Enterprises often have a lot of materials to learn, but they are not clear about the importance of various materials, and they have no idea when to apply them in the actual application process, on what occasions, and on what topics. experience as a reference.
At this time, just throwing the information to these newcomers to read for themselves... often results in the newcomers not being able to grasp the key points and not paying enough attention! It’s hard to remember them, let alone quickly convert them into spoken expressions!
The simplest analogy: When going to school, students will work hard to memorize the content that will be tested in the exam! And when students are most attentive, it is when the teacher highlights the key points! It’s time to explain the key types of must-take questions!
Therefore, please do not simply throw product information to new salespeople!
If there are trainers and sales veterans, it would be best to explain to everyone from a practical perspective while distributing information to newcomers:
For example: what content should be included in the first visit? When meeting customers, nine times out of ten, they will talk about it;
What content will definitely be used when dealing with certain issues with customers;
What content will be used when responding to a certain issue? When customers have certain doubts, objections, or difficulties, which sections will inevitably be mentioned;
Which content can be used as very powerful talking points when chatting and communicating with customers!
.......
When there are trainers, sales experts, and old people who can give necessary guidance and explain it with actual cases, the newcomers will definitely work hard. To learn, remember and transform! Because they can immediately know: these things must be remembered, otherwise they will be in trouble if they don't master it on the battlefield!
2. Practical sales training with "practicalization" as the main axis and "dismantling steps" style
Lao Gui recognizes the training and guidance of sales concepts, sales ideas, etc. At the same time, it should be noted that training on sales concepts, ideas, etc. cannot be conducted as a separate course or section! Otherwise, it’s useless!
It is best for guidance and training on sales concepts, ideas, etc. to be naturally integrated into the "step-by-step" practical training! Only in this way can newcomers not only learn the actual combat at each step and stage, but also have a very accurate grasp of ideas and concepts.
If you are a sales team manager, or the person in charge of sales team training, then please completely throw away your reliance and extravagant expectations on the understanding of "new sales people"! Don’t think that after telling everyone the idea, everyone will understand it themselves!
There are too many people who have this idea, and there are many people who think this idea is correct. But reality is a slap in the face! Not many qualified salespeople can be trained.
Please follow the steps and stages of sales for step-by-step training! One-trick training may seem slow, but it is actually the most effective and efficient!
What does the opening of a sales call look like? Please teach these newcomers directly!
What are the various reactions you may face from customers after your opening remarks? Please disassemble it one by one according to the situations you have experienced in actual combat, and teach it directly to new sales people!
(Don’t think it’s cumbersome! There are only a dozen or so situations you’ll face after the opening remarks! Isn’t this too troublesome? You can spend an hour or two to explain how to deal with various situations clearly! Look, it’s slow , but sales staff can directly learn how to deal with various situations in a practical way. Isn’t this the fastest? )
Lao Gui has done practical simulation training for many companies. Three days and three nights! It directly dismantles all the actual situations that the company may face in the actual sales process and the core problems that may be encountered in each link!
How to say things at each stage, how to respond to various questions, what kind of sales tools and materials may be used in the communication process...just start it bit by bit. In fact, this is the fastest way for new salespeople to acquire practical skills.
Since everyone is in the same company, and they are targeting the products or services sold by their own company, then just do practical training directly on their own products and the customers they face.
The seemingly cumbersome dismantling of each step will make many people feel tired. However, in order to make newcomers "qualified" quickly, this is the most efficient way to do it!
Those who always think that as long as they explain the ideas, concepts, and strategies of sales to everyone, the rest must be done by new sales people who practice and gain more insights. In fact, it makes no sense. It will only make the company's efficiency in training new people extremely low. Relying on their own survival...
People who say that "sales talk" is useless, people who think that customers are different and problems are ever-changing in the sales process, you have to rely on personal understanding, old ghosts I don’t want to refute them because it’s unnecessary and meaningless.
A sales master has been selling a certain type of product in a certain company, a certain field, for a long time, and the problems he encounters in every link and section, the words he needs, the tools he uses, etc., are all the same. Almost a thousand or two thousand commonly used sayings! These two thousand commonly used sayings can basically deal with various situations. It can completely support a newbie to achieve a "qualified" level first!
Think about it: any knowledge or skill that involves the combination of "technology and art" does not start with "copying" one move after another in actual combat? You don't even do basic copying, just tell the apprentices a few ideas and concepts and let them practice and comprehend on their own? Absolutely ridiculous!
To practice fighting, you need to learn each move, right?
Do you need to conduct thousands of actual combat simulations every day for various possible moves of your opponent in the boxing ring?
To learn calligraphy, you need to start by copying one word at a time, right? Should we just tell primary school students the ideas, methods, and structure of calligraphy and painting, and then let them write on their own?
Learning almost any skill starts with the master’s hands-on practical and simulated training at the beginning! How can sales work be an exception?
There are indeed special people with extremely high understanding, but we are running a business! There are not so many self-taught elites!
Therefore, practical training is the only way to quickly improve the combat effectiveness of a new sales team! Please abandon some of your original unrealistic ideas.
The above is for reference only, I hope it can give some inspiration to my friends.
Perhaps some companies do not have such strength at the beginning, but they must be clear that this is the fastest effective training method!