We've spent more than 40 years training what is among the most challenging of audiences: top business-to-business sales professionals at leading global organizations. These are highly intelligent, incredibly driven people. Their time is literally money—there are quotas to be met and sales to be won. They stroll into sessions mumbling while checking voicemails and text messages. But if you're not training for change, then what's the point? Effective training transforms behavior so organizations can reach their objectives. Lasting results are what corporations want when they hire us to train their already successful selling teams how to be even better. We teach them a process that transforms them from vendors to strategic business partners in the eyes of their clients and prospects. Applying process to selling is unfamiliar territory for most sales professionals. Here are six ways to train for change in your sales team.
One-size-fits-all is for clothing, not clients. If training is off-the-rack, and not developed with the audience's issues and challenges in mind, they'll be far less inspired to learn. Tailoring training begins with using the client's terminology, modeling tools that reflect their specific selling situations, referencing their recent successes and failures, incorporating their current business processes and focusing on their key opportunities. Before we stand in front of an audience, chances are we've already spoken with them about how they approach sales so what we say directly connects to their day-to-day sales challenges.