The Main Reason Sales Training Flies or Fails
Marketing guru Perry Marshall tells a great story regarding the difference in thought process that led to the success of the Wright Brothers and the failure of all the others who were trying to achieve the same aim.
He explains the main reason that Orville and Wilbur Wright were the first guys to build an air-worthy vehicle, was that they focused on making the most elegant, efficient and aerodynamic plane.
What they didn’t do was focus on creating the most powerful engine.
At that time, everyone was obsessed with powerful engines. But powerful engines, especially back then, were really, really heavy.
And of course “heavy” is not a quality you want when you're trying to defy gravity.
So, Orville and Wilbur concentrated on designing a machine that would stay in the air...ride the wind...float. They knew that once they achieved that goal, they could strap a good engine to their bird and the thing would stay up.
Meanwhile their engine-obsessed competitors were building powerful, heavy machines...and crashing back to earth.
What’s that got to do with sales training?
Well quite a lot actually.
You see, the sales model and mind-set your team work with, needs to be an aerodynamic plane…if they thoroughly understand the motivations behind peoples buying decisions, have the ability to uncover opportunities and turn those opportunities into recognisable needs and then keep moving every genuine prospect forward during each call or meeting…then by all means, you should go ahead and take it to the next level by helping your sales team to improve their overall effectiveness with some advanced sales skills and techniques.
To be extremely successful, both are crucial.
Skills and techniques that genuinely work and are useful within your industry, together with a foundation in buying motives, effective questioning, presentation skills and a real understanding of how and when to close.
A strong engine and a wind-worthy plane.
Unfortunately strapping those skills and techniques onto a team before they can fly is just a waste of time.
So, when you next decide to invest in sales training for your team, ask yourself the following questions and work out whether or not you’re being sold an engine that doesn’t go anywhere, or a plane that’ll take you wherever it is you want to go – and can continuously be improved.
•Put yourself in the customer’s chair - If these techniques were used on you, would you buy from the salesperson using them?
• If you answered yes to the first question, following the purchase, would you feel - in any way - that you had been manipulated or bullied?
• Does the training sound like a collection of techniques for selling AT someone or a toolbox that can be dipped into, to help your customers make great buying decisions?
• Does the title involve the word advanced? If so, how much of the non-advanced training have your team already completed previously?
• Also, which bit of the content allows this particular training to call itself advanced?
• Is the training focused mainly on helping the salesperson sell or the prospect to recognise why they should buy?
• And has this training been built to achieve the specific requirements of your team and business – or is this the same training they do for everyone?
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Thanks for dropping by and reading this post. Here on goodreads, I regularly write about Sales, Sales Management and Customer Service issues, topics and trends.
If you would like to read my regular posts please click the button that says 'Become a Fan' on my profile page (I'd have preferred one that just says follow but it's not really up to me).
I’d also be over the moon if you'd come and see me over at Twitter (@TheESSClub)
About: Chris Murray has become prominent as an inspirational speaker, author and sales training coach and is founder and Managing Director of Varda Kreuz Training, a company created to deliver sales training that really works - not in theory and not just sometimes, but sales training that really works.
His latest book, The Extremely Successful Salesman's Club has been heralded as the Da Vinci Code for salespeople.
He explains the main reason that Orville and Wilbur Wright were the first guys to build an air-worthy vehicle, was that they focused on making the most elegant, efficient and aerodynamic plane.
What they didn’t do was focus on creating the most powerful engine.
At that time, everyone was obsessed with powerful engines. But powerful engines, especially back then, were really, really heavy.
And of course “heavy” is not a quality you want when you're trying to defy gravity.
So, Orville and Wilbur concentrated on designing a machine that would stay in the air...ride the wind...float. They knew that once they achieved that goal, they could strap a good engine to their bird and the thing would stay up.
Meanwhile their engine-obsessed competitors were building powerful, heavy machines...and crashing back to earth.
What’s that got to do with sales training?
Well quite a lot actually.
You see, the sales model and mind-set your team work with, needs to be an aerodynamic plane…if they thoroughly understand the motivations behind peoples buying decisions, have the ability to uncover opportunities and turn those opportunities into recognisable needs and then keep moving every genuine prospect forward during each call or meeting…then by all means, you should go ahead and take it to the next level by helping your sales team to improve their overall effectiveness with some advanced sales skills and techniques.
To be extremely successful, both are crucial.
Skills and techniques that genuinely work and are useful within your industry, together with a foundation in buying motives, effective questioning, presentation skills and a real understanding of how and when to close.
A strong engine and a wind-worthy plane.
Unfortunately strapping those skills and techniques onto a team before they can fly is just a waste of time.
So, when you next decide to invest in sales training for your team, ask yourself the following questions and work out whether or not you’re being sold an engine that doesn’t go anywhere, or a plane that’ll take you wherever it is you want to go – and can continuously be improved.
•Put yourself in the customer’s chair - If these techniques were used on you, would you buy from the salesperson using them?
• If you answered yes to the first question, following the purchase, would you feel - in any way - that you had been manipulated or bullied?
• Does the training sound like a collection of techniques for selling AT someone or a toolbox that can be dipped into, to help your customers make great buying decisions?
• Does the title involve the word advanced? If so, how much of the non-advanced training have your team already completed previously?
• Also, which bit of the content allows this particular training to call itself advanced?
• Is the training focused mainly on helping the salesperson sell or the prospect to recognise why they should buy?
• And has this training been built to achieve the specific requirements of your team and business – or is this the same training they do for everyone?
*********************************
Thanks for dropping by and reading this post. Here on goodreads, I regularly write about Sales, Sales Management and Customer Service issues, topics and trends.
If you would like to read my regular posts please click the button that says 'Become a Fan' on my profile page (I'd have preferred one that just says follow but it's not really up to me).
I’d also be over the moon if you'd come and see me over at Twitter (@TheESSClub)
About: Chris Murray has become prominent as an inspirational speaker, author and sales training coach and is founder and Managing Director of Varda Kreuz Training, a company created to deliver sales training that really works - not in theory and not just sometimes, but sales training that really works.
His latest book, The Extremely Successful Salesman's Club has been heralded as the Da Vinci Code for salespeople.
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Sales, Sales Management and Customer Service
Thanks for dropping by and reading my blog. I'm the author of The Extremely Successful Salesman's Club, which has recently reviewed by the ISMM as the Da Vinci Code for salespeople.
Here on goodreads, ...more
Here on goodreads, ...more
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