Tag: sales enablement

28 Feb 2024
sales training

What should sales training include?

The customer has changed a lot in today’s times. They do come to the store but order online. They only enter the store once the store attendant has something special. All the following must be included in sales training:

  • Understanding Changing Customer Behavior:

They need advice from the attendant on which product they should buy or how it will suit them. The store attendant can change the mind of a buyer about a product. This attendant has access to all the products, whether sold online or offline. They also come to the store to get special knowledge about a product.

  • Importance of Product Knowledge and Customer Experience:

When a technical product is being ordered, it can’t be just bought online. The customer needs to get some product knowledge, i.e., related to the technical specifications of a product. It’s very important to determine the experience of a customer with a store attendant. The attendant has to be trained in dealing with the customer, like how to sell the product to the customer with the right technique.

  • Understanding Buyer Motives and Addressing Objections

Understanding buyer motives is the most important way for a sales deal to happen. If buyers have certain objections before closing a deal, the salesperson needs to clear them. It might be related to features. Hence, a senior must always be available for a call for a new salesperson to address such concerns.

  • Adapting to Changing Retail Environments

Sales training involves teaching the sales associates what kinds of products are liked by a customer.

They should be able to judge a customer’s preferences. Whenever the salesperson is talking to the buyer, they can judge them emotionally to determine whether they are interested in the product. This is the kind of knowledge they can only have after they have been trained. Sales training should also be timely because the environment of a store changes very quickly due to new products evolving rapidly.

The frontline sellers have to be extremely responsive because new brands are coming into the market frequently. If they are not, they cannot attract the customers who shift to a digital brand.

What can be effective Training Techniques?

A very solid way of teaching employees about sales training is to use case studies. They help a salesperson in realizing what can be done in real-life situations. Once a trainer narrates the case studies to the trainees, they can give their ideas about what to do in such a situation. Sometimes, the salesperson might not know what to do in a situation, but with the help of his colleagues, he is able to arrive at a solution.

The sales force can also be educated using sales manuals. In such manuals, all relevant information about how to make sales is included. It also contains information about the product, including different product attributes such as its characteristics and prices. Sales manuals can be carried by a salesperson and also shown to the prospective person when required.

Importance of Personalization and Data Monitoring:

Personalization is crucial when the buyer comes to the store. When the data about the performance of the store attendants is being monitored, it can lead to better sales training content. The sales training can get the best returns for the store because in the long run, such data can be used. It can be used to modify the sales training content and get better results for the company.

The company also has to monitor the behavior of the customers because they have to be understood. The customers can be asked what kinds of selling approaches they like, active or passive.

Active vs. Passive Selling Approaches:

Passive selling means waiting for the customer to come to you and then showing them the products. Active selling means swift selling and changing the strategy depending on what customers need.

In an active selling approach, the buyers check the requests made by customers even if they are online. Then, depending on them, sending them notifications about the products browsed by them.

They can again check out the product browsed by them in the last session and make a purchase. This kind of buying situation happens when a person’s browsing behavior is monitored. But the customer must be shown their browsing history again when they have the required disposable income. When they do not have it, it’s no use showing them their browsing history again. The seller has all such data available to them based on the place where a customer lives.

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