The luckier salespeople are provided with decent sales training, but there is always room for improvement. Many trainers insist on memorizing scripts and practicing role-play. The problem with this is that the salespeople who excel are anything but average, but this type of training is for the average person. So it only serves to frustrate those who have the potential of performing the best on the company’s behalf.
The second dilemma is how the training comes across to the majority of classroom participants. Many are afraid to ask clarifying questions and so information is misinterpreted and used incorrectly. The worst part is most are not aware to adapt the advice to their unique style of delivery. This works against the hope of building credibility, trust and ultimately the sale.
Example #1 Hiding Fees
Online marketing services are sold in a variety of ways such as annual or month service as well as creative packaging. The value is derived in the reach to targeted clientele, and anticipated conversion from click-throughs to a sale.
Some trainers instruct their students that instead of discouraging prospective clients by announcing the large annual sum, to break it down to the smallest possible amount. One telemarketer made the following pictch for an online marketing service:
“We are only asking $.20 per conversion. “
You might initially believe the request of $.20 per conversion to be reasonable. But, should you have many thousands of followers, even if 5% clicked through, you might be presented with a sizeable bill. It could very quickly add up to hundreds or even thousands of dollars every month.
A more honest approach is to stick to the annual and payment plans so the prospect may budget appropriately. It’s far better to be honest upfront than have to explain yourself to an angry client after the fact.
Example #2 – The Wrong Job Offer
Sadly, the recruiter calling Jack to make an offer did not first read his resume. Instead, he made an offer of minimum wage, for a part-time job of inside sales. Jack sent his application in along with resume to become the corporate sales trainer. The insulting offer was obviously dismissed.
Always do as much research upfront as possible to have a fruitful conversation.
Example #3 – Thoughtless Communication
The sales consultant received this message online, “You need my service for only $5,000”. What incited anger was the fact it was the very service on which she trains others. A terse note was sent back. The second message received said, “Well then let’s partner”.
Would you partner with someone who doesn’t first do their homework?
Proper preparation ahead of any type of communication will provide the opportunity to further the conversation. Questions and answers, truthful statements, and working to serve your clientele, builds your personal brand and trust in you.
All learning requires full comprehension and thoughtful implementation of principles to your unique style. This is the first step to building a strong business. The reward for hard work upfront is experiencing the Smooth Sale.