Easy Negotiation Techniques

Sales Training: 7 Keys to Leading Group Discussions

Leading group discussions is an important skill for sales trainers because discussion is a major way in which salespeople apply and internalize skills and knowledge. Mastering this skill makes sales training sessions more dynamic and productive.

Salespeople tend to measure the success of a learning experience in terms of their own involvement in it and the satisfaction they get from participating in meaningful discussion. Communication is a two-way street. Straight lectures are never as satisfying as interactive sessions where everyone “gets into the act.”

As a trainer, your role is to:

• Stimulate discussion with questions that are used to initiate thought and support a lively interaction
• Keep the discussion meaningful (i.e., relevant to the group)
• Get broad involvement and elicit the thinking of as many participants as possible
• Provide facts, policy and subject matter expertise to assure that the group reaches correct solutions (conclusions, decisions, etc.)

You must view your role as a catalyst, stimulating and guiding discussion and suggesting its direction and not pushing or pulling; talking with salespeople and not at them; serving as a resource or consultant, but never dominating or preaching. With this role in mind, let’s review seven tips on how you can improve your effectiveness as a discussion leader.

1. Initiating Discussion

Generally open-ended questions initiate discussion (i.e., “What problems did they face?”). However, if the group is not responding there are a number of questioning techniques you can use to stimulate discussion.

• Ask back up questions (i.e., “What are the key issues? Why are they important? What are the alternatives?”).
• Allow time for answers.
• Avoid rhetorical questions.
• Use closed ended questions only to get people to take a position or confirm understanding.

2. Paraphrasing

This is shows that you are listening and to clarify what people say. In your own words you can restate what a participant said. It is essential to make sure that the salesperson agrees with what you’re paraphrasing.

3. Extending

You may add to a Salesperson’s comments to add scope or depth. You can use this technique to tie in what was said before, confirm other people’s opinions, or link to other data. Be careful in using this technique that you acknowledge the value of what the Salesperson said and you are not just adding your opinion.

4.Summarizing

This technique is very effective when several people have contributed ideas or a discussion has gone on for a long period. In summarizing, you synthesize the discussion to check for understanding or to periodically assess the group’s progress. It is important to periodically use this technique to make sure the group is in agreement about what issues have emerged so far and what the implications are.

5. Establish a Time Schedule

A good trainer allocates specific time to every activity, including discussion. You have certain exercises you want to go through during the program; you can do this only by scheduling and budgeting your time. Salespeople should know this schedule so that they will budget their time so. When the clock runs out on a discussion, the salesperson will understand. They will not feel that you are being autocratic; and, in those instances where the discussion is proving extremely fruitful, you might “call time” just long enough to get group consensus as to whether you should stick to the schedule (and end the discussion) or continue (and shorten or drop one of the next activities).

6. Cutting Off Discussion

This is often necessary to keep on schedule, keep interest high and prevent over-eager salespeople from dominating the discussion. Some techniques for cutting off discussions are:

• Use position statements “One more question…”Use transition statements “I’m glad you asked/mentioned that…that relates to our next segment”;
• Explore options “We can discuss this more if you like, but we’ll run late…” or,“we’ll be covering that later, could you hold that question/comment until then”;
• Change body position or stand between two people;
• Just go on…play video, flip chart.

7. Helping Salespeople Express Their Thoughts

Salespeople will vary in verbal ability. Some will have difficulty in putting their thought into words and getting ideas across to the group. It’s your job to “translate.” Some of the phrases listed below may suggest ways of doing this in a way that is tactful and does not embarrass the person.

• Restatement by you “If I understand you correctly, Bill, you were saying that…”
• Restatement by a salesperson “Alice, let’s make sure everyone understands the point you’re making. Would you summarize it for us?”
• Restatement by another salesperson “I’m not sure I understand the point that George is making. Would one of you clarify it for me?”
• Direct questioning “What you’re saying, Sherry, raises a question or two in my mind. For example, do you…”
• Asking for feedback “How do the rest of you feel about Sherry’s comments?”

The important part of your job a discussion leader is to keep the discussion moving. This is harder than it seems. Initially, salespeople may get caught up with trivial details or superficial solutions. Because you probably have had more time and experience than your salespeople in exploring the issues present in the exercise (be it a role play, a case, a game or whatever), you will have a natural temptation to become impatient and to “give away the correct solutions.” But this does not help to develop your salespeople’s ability as critical thinkers, problem solvers and decision makers. Rather than giving the answers away, you must ask questions designed to give salespeople only the clues that they need to discover the solutions for themselves.

By understanding your role and applying the seven tips presented here will help you become more effective leading group discussions. This will make your sales training more engaging, interesting and productive.

For more information on sales training go to: philfaris.com