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How can you augment the efficiency of your sales team? Training is a great way to sharpen your team's skills while making them aware of tactics to avoid.
A sales associate should be confident in answering customer questions, but most of the questions need to be asked by the associate. Will your product/service accommodate the customer? That is the integral question. Your sales associate needs to pose questions whose answers will elicit insight on how to provide for your target market.
Do your homework
An associate without proper sales training may go into a meeting with a prospective buyer without any knowledge of the customer's company. The entire meeting will entail the buyer supplying the associate with information when the dynamic of the conversation should be the other way around. When you do your homework on a prospective buyer, you will spend the time making them knowledgeable of how your product/service will be a solution for their business.
It is not about how well you can sing the praises of your product/service, but about how well you can satisfy the customer. Do not spend the whole conversation telling the prospect about your great product; each conversation should be unique in relating how your product will suit the prospect's individual needs.
Call to action
Sales training specialists will relate how associates get so enveloped in convincing the prospect of the premier quality of their product/service that they actually forget to make the sale. They do not present a call to action. Once the customer shows interest, you have to get them to sign the paper, log on to your Web site, make the call to customer service, etc.
Your business may be doing well. Your business may be doing very well. When is the time to stop recruiting more prospects? The answer is never. Do not spend all of your time following up on leads to the point where you do not generate more leads. Leads can be generated from sales. If one customer buys, is it possible they know someone else who would also be interested?
Kenneth C. Wisnefski is the president of VendorSeek.com, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. VendorSeek.com has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.
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