Talking Brochure Salespeople

Of all of the industry's over the last few hundred years Sales has been the one that has changed the least. What is interesting is that there has been many opinions on what works and very little data.

Professor Neil Rackham conducted a massive research project of over 35,000 sales call in 12 countries over a 10 year period and found some very interesting data.

What was conclusive is that converting features to benefits is getting less and less effective. This means that Salespeople can no longer afford to be a talking brochure. With information so accessible and over 30 Billion questions getting answered on google every month sales people need to move from being a value communicator to value creators.

It is more important than ever to address this with your sales people. So what value are your salespeople creating for your clients and would your clients be prepared to write a check for their sales call.

Role Playing

It seems odd when we look at it in isolation.....but why do Sales Managers let their people practise their trade on actual clients? In most other fields there is training and role playing in preparation for the real thing. In the military they train for years before being sent into the fray, the Police role play hundreds of scenarios before putting officers on the beat (and then with a mentor), Bus drivers practise before they do a schedule....in fact they do a license! Firemen train and role play, teachers role play......and so it goes on!!

So tell me again why sales people do not role play.....practising to identify personality types and then their approach based on the personality type of the person they are talking to, knowing the 7-9 reasons a prospect will give them "not to buy their product" and know how to counter these. Beats me....most sales people do a product familiarisation course when they join a company and then get sent on the road...as if they have some divine power to sell!!

Beats me

Karl

Sins of Sales...By Jack Daly

Jack Daly is passionate about what he calls the "Sins of Sales". Don't do it he said....no yelled at us! Here they are;

1. Having a Managing Director double hatting as the Sales Manager.
2. Taking the best sales person you have and making them the Sales Manager, and the worst
3. Taking the best sales person you have and making them the Sales Manager whilst they continue to service their client book.

Don't do it. ....Sales Managers have one role....developing and supporting Sales People!

Are you a sinner?

Karl

The aftermath: Jack Daly

As alluded to last week our day with Jack Daly really left me with some fantastic learning's. After 8 hours of drinking from the proverbial fire hydrant of high impact learning I have reflected on quite a few things.

Sales people are a certain type of person and right now critical to the lifeblood of any business. One thing this recession has changed is their role from order taker back to sales representative...i.e. they have to work for and make the sale rather than have the customer walk in and give an order.

Sales Managers are again having to develop and train sales representatives. One of the big sins in business today is the Managing Director/Sales Manager double role. Sales Managers should also not be making too many sales if their focus is on training and developing their people.

How many sales teams today incorporate daily in house training or role playing? How many list the 8-10 main excuses or reasons clients don't buy from them and role play the ways to counter these? Not many I suggest......most let their sales team train in real time on real potential clients!!

Karl