The sales person doesn’t always make a sale in a training situation so it is important to teach them how to take rejection, i.e. determine what’s the ratio in the field? It can vary from person to person, the end result is the key.
Habits and skills take time to learn and develop, telling and showing is not enough. Drilling and practice must be there before it becomes permanent.
Praise, recognition, material prizes will build confidence.
How to train
The principles and steps of effective training are the same whether you’re training a new or experienced person except for the possible differences in the degree of emphasis that you place on each step.
How to get ready to train
Know how to do it yourself
Know it the way you expect the learner to do it
Pick out the steps and key points you want to train on
Decide how you’re going to train the techniques
Have everything read
Have all of the necessary supplies, training material, sales aids and visuals at hand
Use the aids the way you expect the sales person to use them, stay away from home spun ways
The persons training procedure
Step one – Prepare
Put the sales person at ease
Let them know the only reason you are working with them is to help them improve and they should what they normally do.
Get the sales person interested
Don’t take it for granted that the sales person is interested in receiving your help. Create interest by – what’s in it for me W.I.I.F.M. High performance = high production.
Easier to get the job done and more free time.
Step two – Explain
Stress key points
The sales representative must be told what the job is, how it is to be performed and why it is done that way.
Do not tell and show too much at one time – give the sales representative no more time than they can master
Too much at one time leads to confusion and disappointment, use simple explanations that are easy to follow.
Step three – Show
Set a high standard as you tell and show the sales representative
When the sales representative observes your demonstration of how to do a specific task and how well to do it – no short cuts. You set the standards and you are the role model.
Step four – Observe
Let the sales representative role play,
Let them alone when they demonstrate, don’t step in as they may recover on their own despite the error unless they misrepresent. If you always jump in at the slightest provocation they won’t function properly.
Compliment before you correct
This builds confidence because they know now that everything they do isn’t wrong. Use the sandwich technique.
Correct the sales representative sparingly and privately
Offer constructive and friendly criticism, no one likes to be criticised, but most people want to learn. When done correctly it becomes part of the training and is taken positively.
Step five – Supervision
Establish a programme for continual follow through
After training it is important to spot check and inspect, and this shows you want to help them improve by doing it the right way rather than slipping back into old behaviours.
Most sales representatives cannot organise or discipline themselves to follow through on their plans.
Most don’t work up to full capacity as they are inclined to work no harder than driven by necessity or the desire to acquire or enjoy something gained by the extra effort
The need to be reminded constantly to do the things they planned or said they would do or the temptation is strong to yield to the old familiar way. Avoid blunt needling expressions such as, “how are you coming on”, “are you getting results” or “do you think you will make it”
The five step training process is a must if you expect improve a work skill or impact on a new one. Leave a step out or a piece of a step and you may expect nothing but mediocrity. However even the best training programmes are useless unless your motivation, attitude and a sincere desire to help the sales representative is a priority. The amount of time you are willing to give to the sales representative is the deciding factor in developing successful sales people. Building confidence is the key to continuous improvement in skills and knowledge.