by Tracey Wik & Wendy Mack / December 4, 2018
Pop “sales training” into a Google search, and you’ll come up with hundreds of companies who are eager to sell you their methodology—a one-size-fits-all and time-tested method that’ll work for your business and turn your salespeople into selling machines.
The trouble is, how do you know that what they’ll teach will help your sales team be more effective?
You don’t. Far too many firms make the fundamental mistake of thinking that all selling is the same. Our research has found that the most successful companies tend to have organizations that are extremely complex and are comprised of a surprisingly large number of distinct sales roles. While many of those roles have a superficial similarity, the types of activities, behaviors, and skills that prove successful vary widely.
Consider the critical competencies.
To figure out what training is needed for your sales reps, first consider what specific skills and competencies are needed for their particular sales role. To illustrate this point, consider six different sales roles we commonly see paired with some of the competencies that tend to differentiate the top and bottom performers:
One size does NOT fit all.
Sales training needs to be tailored to very specific job skills. When we do this, sales people get access to the relevant competencies and skills that matter most to their particular sales role.
Once you know what the sales role is and what specific skills and competencies are needed for that role, we recommend inventorying who on your team already has which skills. Why would you spend the time and money training people on activities they already excel at?
To achieve the greatest possible ROI on your sales training dollars, plan your training and coaching resources and strategy carefully. This will not only improve developmental ramp-up time but improve sales productivity and effectiveness.
For more on hiring, motivating, and developing top sellers, check out our blogs on Triple Fit and Aligning Your Sales Roles with Buyer Needs. Be sure to subscribe to our blog to ensure you don’t miss others in the series.