As business owners we have been gradually lulled into believing that the performance of our salespeople is satisfactory. After all, if our sales people could do better, they would. Wouldn’t they? Salespeople come and go, some staying longer than others, some better than others. We tend to judge current and future performance based on past results. Bottom line, I’ve never met a business owner who truly understood the potential for sales of his products or services. In good years, salespeople are busy taking orders and in bad years they are complaining that no one can sell in the current market. In reality, the salespeople had nothing to do with the level of sales of the product in either the best sales year or the worst sales year. In both cases they were just taking orders.
Education: Top salespeople are educated in selling. Unfortunately there are not a lot of top salespeople. Maybe 5% of all the salespeople in the world fit into this category. Most salespeople are totally uneducated in selling and worse than being uneducated; they don’t believe it would make a difference in their performance. These average, mediocre salespeople look around at other salespeople who are just like them and see no need to do anything different. After all, they are like every other salesperson out there. Management is just as much to blame. If they believed that sales education would make a difference, they would require it. If management had the slightest clue as to the profits their companies could generate from trained salespeople, they would make sales training a requirement for employment! Salespeople do what they do because they have always done it that way and that is what they have seen other salespeople do. As an industry, we have perpetuated poor habits and practices. Doing the same thing over and over again makes permanent, it doesn’t make perfect. Doing the right things over and over again makes perfect. There are too few salespeople consistently doing the right things. There is no investment that a company can make, that will generate a larger potential bottom-line profit than training salespeople. Make this year the year that you take action as a salesperson or management and get your salespeople trained.
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