When it comes to high-quality sales training topics there is an unlimited amount of topics you can work off of, It really depends on how creative you can get. It is best to always have new ideas and keep things fresh. Be open to learning from others. You also need to come to the understanding that not even the brightest minds can learn everything especially learn everything all at once. So when picking a topic to teach stay with one fundamental concept at a time
1. Building Rapport and Developing Relationships
There are two quotes that I am reminded of when it comes to this topic. The first is an old quote that vets in the business probably have heard but “People don’t care how much you know until they know how much you care” which basically means people don’t want to hear you talking but people would rather you listen to them.
This next quote sums up sales in one sentence but “People buy from people they like, and people like people like themselves”. In breaking down this quote I take it as to get someone to buy from you, it is first better to get them to like you.
So how do we get people to like us? That is where Dale Carnegie’s book “How To Win Friends and Influence People” comes in great use. This book is a timeless classic that was published in 1936 and it still is relevant today.
As a side note, people skills is one of the most important skills for anyone in any field of work. It is said that those that have people skills will generally make a higher income than someone else in the same line of work lacking people skills
In the book How To Win Friends and Influence People, there are 6 key points that I want to focus on
a. You have to honestly be interested in others
b. Always be smiling. Remember attitudes are contiguous
c. Whoever you are trying to get to know you should take note and remember their name. Most people love the sound of their name. When people hear their name it is like music to there ears.
d. There is a reason why we have 2 ears and 1 mouth. We should be listening twice as much as we are talking
e. Always talk about what they are interested in not what you are interested in
f. Mary Kay Ash has a quote that says “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, but you will also succeed in life.” That is how exactly how you should make people feel.
2. Product Knowledge
It should be obvious but all sales reps need to know what they are selling. What would be better than just having product knowledge? If at all possible your sales rep should have the product that they are selling. If is possible for sales reps to possess the product that would surely mean they are sold on it already. If a sales rep is sold on it they will be more inclined to speak passionately about the product, therefore, transferring that emotion to the customer will more than likely lead to a sale. Since a sale can be described as a transfer of emotion. “If I can get you to feel the way I feel about the product then, of course, you will buy the product”
a. Features Vs. Benefits
They say features tell and benefits sell. What that means is that features are the bare facts about the product but people buy benefits. How does that feature benefit the customer? That benefit will be the reason for the customer to make a decision It is extremely important to express yourself with enthusiasm or passion when presenting benefits to the customer. If you are excited about the benefits the customer will be excited about it.
b. Pricing and Promos
Being well versed on your products pricing and promos enable you to be creative when dealing with objections about competitors or shop savvy customers. Generally speaking, you should be able to beat any other deal that is in direct competition with you either structuring a package where the customer gets more bang for their buck if you can’t beat their pricing using your promo which you use as a wild card play at the end.
There are various ways to sell when it comes to pricing but you never necessarily want to win the customer over on price. A solid sale will have to be the customer buying based on the features and benefits of the product. If you are winning over a customer from a competitor based on price and if the customer is smart enough the customer can just as easily call the competitor and say “hey this is what ABC company is offering me to go with them, what can you do so I stay with your company” and generally speaking the competitor will give them a better deal.
There are effective ways to work with pricing in your benefit. There is a technique called Top-Down Selling that was a close that I used many times. With this technique, you must have a good grasp on your pricing and promos. In essence, you start out with your biggest offer. You know the package that comes with all the bells and whistles. Usually, it will be your most expensive product with all the extra features. Now when a customer asks for some pricing. You just list out all the features. Makes sure that you go over every detail so when you come to the price you exciting say they will be getting all that for blank blank dollars.
Expensive is subjective what you might think is expensive others might think its a good deal. SO never assume what your customer thinks of as expensive. Now once you listed all the features an then gave them the price. Once in a while, you might get a “wow I get all that for that” “where do I sign up.” but a majority of the time you will get a customer wanting to haggle a good deal. So they will respond with oh that’s a lot or maybe “ABC company is giving all this for this”
Since you started out with the highest priced package you can remove a couple of features or lower the package which will lead to a lower price. Now you might repeat that scenario with the customer a couple times to where you are given a smaller package that the customer feels comfortable with and the feel as they fought for a deal. That makes them feel good about something maybe to brag about to friends and family.
Competition research can sometimes be neglected but this knowledge will help you know the facts. If a customer is saying a lot of positive things about your competitor but maybe the exaggerate but you are equipped with the knowledge to know what is a fact and what is not. This knowledge will help you in giving a professional recommendation that fits your customers’ needs especially when you are winning over the customer from a competitor.
3. Overcoming Objections
a. Brian Tracy says that whatever product you are selling there are 6 common objections. So in essence what my 6 objections I had faced might be similar but might not be the exact same. So whatever your 6 common objections for your business is you must figure those out and develop a script to overcome those objections.
There are various techniques that you can use to overcome an objection. One way is to turn the objection into a question. For instance, if you are constantly hearing “you guys are just too expensive” you can turn that into the customer as saying “can you show me how can this be affordable for me?”
When writing a script and the customer says “We looked into it before and it was too expensive” Your response would be “I definitely understand your concern and we have found many customers had the same concern.” “So what we have done is ___________(The rest of script will say whatever creative package, pricing or promo you have to offer)
b. smoke screen objections are generally objection that customer say but it is not a valid reason not to buy. This would be similar to a clothing store associate tries to be helpful to a customer when they ask a customer “Hi, may I help you” and the most common response is “Oh no thank you, I am just looking” So that is not a real reason not to by and is called a smoke screen objection. You have to get around the smoke to uncover the real concerns of customers.
c. Valid objection is real reasons a customer can’t buy. An example would be you can’t sell an amputee with both legs gone any shoes or you can’t sell home insurance to someone who doesn’t own a home. Those are valid reason’s and those non-customers need to be vetted as soon as possible so you don’t waste any time with them.
4. Role Playing
This sales training topic should be run frequently with top producing reps leading by example. Role play scenarios of common customer objection and your script that is used to overcome objections. Top reps should be role-playing their best practices. This kind of training is behind the concept of if you copy exactly what successful people do you will soon obtain the exact same results.
This is also a perfect time to review and optimize sales scripts. Work on practicing sales scripts until they are fine-tuned and when being applied they sound natural and not as you got it out of a script.
5. Conclusion: Sales Training Topics that Make Money
After writing this I have come to the conclusion that there so many topics. This article does not do any justice to all the different topics that you can use. I will have to make a part 2 and maybe even a part 3. When I was writing this I just keep on bouncing ideas old ideas and new ideas that would fit well here. I have so many notes and I could keep writing on and on but I wanted to wrap it up to get a few ideas out and I will do the second part in the future.
Let me know what sales topics you would have that have made you more money in the past.