Easy Negotiation Techniques

Sales Training Coaching Needs to Have What’s In It For Me (WIIFM)

Ask any business owner to sales professional how busy they are and you will receive usually in great detail what is happening in their corner of the world. From non-communicative prospects or what I prefer to identify as potential customers to demanding sales managers to all those other family and friend commitments, the average sales person does appear to have a full plate.

Sometimes you may hear that they attended this conference or read that book, but usually professional sales training coaching development is not actively discussed. However with information doubling every year, it would appear to make sense to at least increase one’s own knowledge, skills and attributes (talents) a little just to stay somewhat near the business and marketplace flow.

What is interesting to note is some research from a variety of resources that clearly suggests if personal and professional sales training coaching development is not part of your sales action plan, it clearly should be.

In the December 2009 issue of “Selling Power,” a lot of white space was devoted to the state of change within the sales training industry for 2010. This article included numerous quotations from Ken Powell, the VP of sales learning and performance at ADP (a $9 billion business outsourcing provider).

Some of the insights from this knowledgeable sales leader included:

• Recognizing that good sales people will be recruited by more progressive companies
• Understanding the mind of the customer
• Integrating the millennials into the sales process
• Restructuring traditional sales training to a more dynamic (interactive) learning environment

The American Society for Testing and Development in their annual report on sales training also demonstrated the necessity for keeping abreast of what is happening in the marketplace. Yet their research showed the emphasis was still on selling skills with very little use of Web 2.0, other online learning vehicles and attitude development.

With all the emphasis on sales skills, it appears the results of applied knowledge still elude a lot of sales professionals. A survey by National Sales Executive Association suggested the following:

• 2% of sales are made on the 1st contact
• 3% of sales are made on the 2nd contact
• 5% of sales are made on the 3rd contact
• 10% of sales are made on the 4th contact
• 80% of sales are made on the 5th – 12th contact

The lack of results is recognized as a significant problem according to a survey of 6,000 sales professionals by Sales Performance International. With 50% of sales training being forgotten within the first 5 weeks, this may help to explain why some sales professionals are reluctant to engage in professional development.

So given all this information, the logical question is why should I as a sales professional engage in personal or professional development or what’s in it for me (WIIFM)? The simple answer is because you must be ahead of the flow from market trends to talent development to specific marketing and selling skills otherwise you simply will not increase sales.

Since the act of selling is truly about enticing a potential customer to buy your products or services, it makes sense to learn as much about how people make decisions. One of the best books to help you understand how individuals make decisions based upon their own internal decision making process is Why Choose This Book by Read Montgue.

Yet there are some very real obstacles keeping some in sales from going forward with a development action plan. These obstacles appear to fall into 3 major categories or buckets.

Bucket #1 is money. This can be overcome by subscribing to one or several free ezines that focus specifically on what self-leadership, marketing or selling skills you believe need to be reinforced or further developed. Additionally, numerous free tele-seminars are available.

Bucket #2 is time. Yet, this one even though common can be easily discounted with this question: Do you waste 12 minutes a day? Productivity research suggests there is at least one hour wasted per day in the 8 hour work schedule. So time is not the obstacle that some believe it to be.

Bucket #3 is attitude or what I believe is really beliefs. If someone truly does not want to do something, whatever it is will not be done. Sales Training Coaching Tip: The real question to be answered is not Do I know it, but Do I want to do it?

Personal and professional sales training coaching development in some cases does make people uncomfortable because this change forces them out of their comfort zones. Their egos must admit that new knowledge is necessary and let go with the old belief of “it ain’t broke why fix it?” Imagine if this belief was held by everyone. For example, legs were adequate for transporting people, yet people changed to horses, then to horses pulling wagons then to automobiles.

Change is not easy because of both beliefs and the actual functionality of the brain. Years ago I came across this short poem simply titled “The Comfort Zone” about change and recently saw it again. The author is unknown.

I used to have a comfort zone where I knew I would not fail.

The same four walls and busy work were really more like jail.

I longed so much to do the things I’d never done before,

but stayed inside my comfort zone and paced the same old floor.

I said it didn’t matter that I wasn’t doing much.

I said I did not care for things like commission checks and such.

I claimed to be so busy with things inside my zone,

but deep inside I longed for something special of my own.

I could not let my life go by just watching others win.

I held my breath, I stepped outside, and let the change begin.

I took a step and with new strength I’d never felt before,

I kissed my comfort zone goodbye and closed and locked the door.

If you’re in a comfort zone, afraid to venture out,

remember that all winners were at one time filled with doubt.

A step or two and words of praise can make your dreams come true.

Reach for your future with a smile; Success is there for you!

Ongoing learning and subsequently growing is necessary for any individuals and especially critical for those in sales. If you wish to increase sales, then it is critical for you to establish a personal and professional sales training coaching development plan to move you out of your comfort zone.

Ultimately this is all about the value you give to your customers and potential ones. Bottom line is if you choose not to grow, one of your competitors right now is reading another book on business or sales, attending a webinar or a professional workshop so he or she can be even if not ahead of the flow and ultimately be the Red Jacket in the sea of gray suits.

Free sales skills assessment.

Executive consultant and sales coach, Leanne Hoagland-Smith, partners with forward thinking leaders who want a new status quo. Call 219.759.5601 CDT USA to have a conversation about the new results you are seeking.

Discover sales success with this one page action plan.