5 Reasons Why You Should Invest in Sales Training

This is an article that I’ve never written.  Frankly, it’s hard to write it without sounding self-serving.  After all, how does one suggest the very services that he provides without sounding that way?  However, recent experiences outside of the industry have me compelled to do so in this article, strictly to help.  Let me say that again, this is not meant to be a self-serving article or a self-promotion piece.  Sales development can be found from a myriad of highly qualified individuals and organizations.  Notice that I did not say, anyone.  Like any service, there are good, average and excellent training firms out there.  Having said that, these are 5 reasons why you should consider enrolling yourself or your organization in sales training.

1. When you “wing it”, sometimes you do well, sometimes you don’t. When you employ systems into your business, particularly a sales process, you get better each time you have an appointment.  You are following a system for selling, which allows you to see what you did well and what you did not do so well.  You learn from your mistakes.

On the other side of the coin, you become aware that you might be talking too much, give away too much of your valuable knowledge and experience before hearing a commitment and you begin to understand that you may be more “salesy” than you thought.


2. You don’t have rock-star answers to tough questions or objections that cost you sales. It’s about consistency.  How many times during your sales career might you hear phrases like, “that’s a lot of money”, “we’re looking at a couple other companies”, “we haven’t made a decision yet” or even “we decided to go with someone else”?  Many sales people aren’t aware of the very best, rock star answers to phrases like these.  Meaning, they get stuck, make something up at the moment or simply allow people to get away with phrases like these, and lose the sale.  Sales scenarios like these CAN be turned around, leaving the salesperson with the order instead of losing it.  But, without the best replies, practiced and delivered with regularity and consistency, salespeople will continue to get frustrated when the prospect or customer gives the business to someone else after sharing phrases like these.


3. We all do better with the help of others. Accountability for salespeople and sales organizations is important.  Not unlike working out with someone, getting others help in order to critique you and your process and to hold you accountable is very important.  When you aren’t where you want to be with sales, get help from others.  Oftentimes, the brain that created the issue is not the same brain that will solve it.  Having an organization with the content, behavioral changes and mental exercises may be just the ticket you need to take your sales or your organization’s revenue to the next level.  Getting someone’s help, assuming it is the right advice, can help you correct and reinforce good or bad behaviors.


4. We are our own worst enemy. Discipline, consistency and distractions.  These are the top 3 reasons why salespeople fail.  Sadly, they each have to do with mental weakness.  Finding a good program for selling involves psychology.  Using psychological exercises and having a better understanding of the human condition can help one become mentally tougher.  Once you become mentally tougher, you can start turning more “no’s” into “yes’s”, start selling at higher prices, get larger projects and start earning more money.  The difference between someone mentally tough and someone that isn’t makes all the difference.  Easy to do?   No.  That’s why long-term reinforcement training is critical.  Sorry to sound self-serving again on this one.  Nevertheless, true.  It takes a long time to make or break a habit.  If you’ve ever tried to change a habit yourself, you know what I mean.


5. You have a lab to fail in until you win. Where else can you practice how to sell and “screw it up” where all it costs you is embarrassment?  Any good program will have you practicing what you’ve learned.  The instructor should give you real life scenarios to see, hear and practice on.  They should have break-out sessions where you can hear others participate and be available to help you when needed.  With proper guidance, you can get better and better until you finally have it down.  Just like martial arts or guitar, with the guidance of the instructor you can learn the proper technique:  how to ask the best questions, answer the most difficult objections, perform the best activities, etc.


6. BONUS: With organized sales training you’re getting advice from people that test things, determine best practices and have experience with hundreds of companies in order to recommend best practices.  In my opinion, the sales profession has moved faster in the last decade than it has in the last 25 years.  Why?  Because of technology.  It is more difficult to reach people than ever before.  Getting a returned phone call, getting a quick response, educating people, it’s all changed dramatically.  Therefore, we must constantly evolve as the world changes.  We must adapt with technology and understand what it will take to get the sale like never before.


I hope this article is read in the right light.  The whole focus was to help those that perhaps weren’t aware of why they should even consider seeking a sales training program.  Once upon a time, I thought that sales training was nothing more than random “closing” phrases that would never work in the real world.  We’ve all attended the one hour to one day session run by “so-called” experts touting sales concepts that sounded good but never worked.  Or, weren’t realistic.  What I came to learn years ago was that there was help out there that worked.  It was difficult to change, hard to stick with and not an easy path.  But, like anything good in life, with a little patience and a lot of hard work, the right sales training can make all the difference to your career and income.  Good luck!