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Fostering a good relationship between management and workers is a critical part of creating and maintaining a company that will be competitive in today’s sluggish economy. This is why many companies are investing in sales management training for their staff. Besides teaching new sales skills, a good sales training program should give management staff in depth education on dealing with communications and motivating employees to maximize their resources. However, companies must make the effort to provide sales training that will address their own specific needs. In this article, we’ll talk about ways to train your staff in a financially feasible way.

Organizations that do spend money on sales management training tend to allocate it to their middle and senior managers. This is an error for a number of reasons. Firstly, lower level management is usually comprised of people who work directly with sales and production staff - the bread and butter of any company. Consequently, it’s critical that these managers develop their sales abilities and are well skilled in motivating workers. Secondly, limiting training to upper management creates an ‘us versus them’ mentality. We’ve seen the damage that this can cause to a company, especially in a unionized environment. Labor disputes can be very costly and this is something that you must avoid. Lastly, increasing sales should be the responsibility of every single worker from office staff to on-site service workers. By involving everyone in sales training, you are giving your company more opportunities to increase revenue.

Investing in business sales training programs can be more financially beneficial than any cost cutting measures a company can undertake. Selling can be very difficult, but some individuals can make it look very easy. These individuals know how to communicate and won’t be intimated by potential customers nor will they come across as pushy. Sometime an overzealous manager who is determined to improve sales can set unrealistic targets. The result can be salespeople who are so desperate to reach quotas that they end up alienating customers with high pressure sales tactics. Instead, set standards for your sales team that are high but still attainable. Teach your sales associates to put the customer’s wants and needs as the starting point of any sales conversation. Teach them to listen carefully to customer’s needs and cater their approach to them. Most customers will be looking for products that save them time and money, so prepare your staff with a number of sales points ahead of time that demonstrate how those needs will be filled.

Today’s consumer is very well educated and most will comparison shop before making a purchase. This is why salespeople need to know the competition. For example, if you work for car manufacturer “A”, knowing what car manufacturer “B” offers will enable you to point out how your own product is superior. If you know ahead of time that price may be a sticking point, then teach your sales associates to explain that benefits gained are well worth the extra cost. In addition, have your sales associates promote extras, such as after-sales service. Planned responses that include data, statistics and customer testimonials will encourage customers to trust you, and thus improve the chance of making a sale.

Knowledge is power, so it’s vital for every company to invest in sales management training. Your managers must always be up-to-date on sales techniques and methods of communicating them to sales staff. Their knowledge also needs to be communicated to potential clients. Not giving a customer the information they need or giving them inaccurate information reflects badly on your company, so make sure that every single employee is prepared to address the needs of your customers.

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