Sales management training helps incorporate the concepts, skills, and abilities required to sell with consistent quality and quantity. Homogeneous teams, not star vendors, are the solution.
Sales performance is directly related to the performance of each and every salesperson in the organization. Although this seems an obvious content phrase, it is not if you look at it with the formative and perfected glass of its management.
In this way we will appreciate that having a star seller who always sells more than the rest of his colleagues, is not something that should be considered lucky to have a "Maradona" on the team. On the contrary, it is indicating to us that it has an inhomogeneous team and that it requires a complement to level it as close as possible to the performance of that “crack”.
As in any profession, improvisation in sales action is highly risky. Not only is a sale lost by inexperience, many doors are closed that would probably open with new opportunities after repeated management that causes satisfaction, even when it has not been purchased.
If you want to quantify the social impact of each sales malpractice, it must be multiplied by 11 to establish the sales that will be lost in the future due to the social transmission of the dissatisfactions caused.
Sales training can be considered as the process that allows the incorporation of the concepts, abilities and skills required to exercise such important organizational management in a professional manner, that is: " sell with quality and consistently in quantity ".
Through training tailored to each organization, considering its image and the products or services it offers, it is possible to not only homogenize the productivity of the team but also begin to project its actions effectively towards the target of potential clients it has in its niche. market.
For various reasons, some limitations should be kept in mind that prevent such a valuable resource for any company allowing it to achieve its maximum management performance. Among them, we can point out:
- The profile of the representatives: the lack or lack of a minimum profile, as a basis to be able to build individually through training, generates a low performance in those who are in this condition since personal differences can hardly be complemented by a course. The quality of the training: Many “sales masters” have emerged, but with little or no experience in the sale itself. A mistake in choosing these services can turn into spending the best potential investment in this regard. Management diagnosis: previously carried out in those companies that have a sales team with some experience, it allows selecting the topics that specifically complement the deficiencies detected in the group of sellers, thus achieving a response tailored to the true requirements of the group.
A course, a seminar or a conference? Each one of them provides different results, as well as the methodology applied in the development of each topic. When you have a previous diagnosis, it favors the definition of the most appropriate for each specific case.
Finally, it can be said that there are many sellers who were born to act as such, in the perception of sale that is traditionally known and suffered as a consumer.
Instead, professional sellers: are made. Only they guarantee the results that each organization requires to fulfill its mission, by consistently achieving and exceeding its goals and with customer satisfaction.
Copyright © 2000 by Focus SMEs ®
This article was written by Lic. Martín E. Heller, President of Heller Consulting.
