Until a product or service is sold, both the seller and the customer go through a variety of processes. A really convincing sales training analyses different aspects of sales and thus the immense effect of language.
Sales training - what is that?
For some people, sales is simply the job of a salesperson. They are sales talents and can quickly convince through their individual way, Right? Certainly a certain intuition helps when selling services and products; but even sales professionals do not work blindly, but prepare themselves intensively. So-called sales training courses convey important competence in this respect and focus on the question: How can I effectively convince potential customers of my products or services?
The contents of sales training courses are usually agile, because neither the term sales training nor the term sales trainer is protected. A meaningful training for sales ideally focuses on psychological behaviour patterns and tactics, methods, techniques and tools that lead to profitable new customer acquisition, customer acquisition and future sales conversations. The goal of sales training is therefore to generate more orders, to achieve the highest standards in customer care and thus to profit sustainably.
Who benefits from a strong sales training and why?
Anyone who wants to be a brilliant salesperson must be able to convince. This is a simple principle. Put yourself in the situation the last time you wanted to buy a notebook or software: the product had to be absolutely convincing for you to buy it. The salesperson does this immensely important job. A sales training course is therefore aimed at sales managers, in-house or in the field, key account managers or other sales staff. It doesn't matter whether they are young professionals or experts in the industry; a sales training can always be advantageous, because sales structures change over time and employees have to react agile.
The further development of the structures can be easily recognized by the so-called solution selling. The term refers to products and services whose effective profit for the customer is characterized by a longer sales process. IT solutions are one example: Cloud software, for example, is designed to reliably tame the paper chaos of medium-sized companies and offers various options for the paperless office. To test the suitability of the software for their own company, customers need a short introduction to the structure and functionality of the product. Furthermore, customers should have the opportunity to try out the cloud software in their everyday work and receive a test subscription. Only then does the actual sales talk take place. In order to master these highly complex processes, which are increasingly taking place in the B2B sector, in a relaxed manner and to be always up to date in terms of sales, training can strengthen the individual skills of a company's sales staff.
Contents of the sales training
Sales trainings can be structured differently and therefore trigger different developments. Some training courses focus on special skills that are used in specific areas of activity, such as sales in the field, B2B or digital support.
Do you want unique sales conversations? Do you want to convince faster? Do you want to establish consistent customer loyalty? When choosing a training course, pay attention to which skills and strengths you would like to develop further. Depending on the focus and provider, effective sales training can address one or more of the following aspects.
Sales management in sales training
You cannot actively plan a customer's decision, but you can plan the individual route to it. Sales management is therefore an important element of convincing sales. The quality, quantity and direction of the management are decisive. The former means real and constant activity on the market and in relation to the customer. Only those who are present and honest will be noticed.
Quantity refers to the well thought-out arguments you offer a potential customer. These should always be focused on the benefit of the prospective customer, otherwise you will lose their attention. And last but not least, there is the direction of the activity, i.e. with whom you are conducting sales talks. For example, if these are not conducted with the people with the appropriate decision-making power, you should optimise your sales management accordingly.
Key Account Management in sales training
Key Account Managers take on an important position as the interface between customer and company. Above all, their work ensures the existence of long-lasting and fruitful customer relationships. Thus, the key account manager is of great importance as an individual contact person for particularly important customers.
Ideally, key account management is tailored to the individual company size, structure and competence of each employee. However, honest and respectful contact with strong key customers needs to be learned and is therefore part of a well thought-out sales training.
Customer acquisition in sales training
In the course of a sales training course, you usually deal with the following questions for customer acquisition: How do I best prepare myself for an initial contact? Where and how do I manage my potential lead? Where do I find my customers? What forms of acquisition are there? But also the elaboration of a convincing user argumentation in order to interest new contacts fundamentally in your product or service can be part of this module of a sales training.
Sales coaching in sales training
Consistent acquisition is important for the existence of a company. Therefore, this aspect of sales training focuses on the so-called sales coaching. The focus here is on the active increase of the sales performance, i.e. the holistic optimization of the sales activities of a company.
In addition to the intensive examination of the individual phases of a purchase or sale, it is also about strong and secure customer management. Furthermore, sales coaching also deals with the question of how you can retain the customer in your company in the long term after the acquisition.
Negotiation techniques in sales training
Linguistic eloquence and tactics are sometimes the most important qualities with which sales employees actively win customers. Especially at the beginning of a sale it is important to courageously balance conflicts of interest. These can either be identified quite openly, for example by the customer saying: "We don't have the money for this. Or the different interests can be communicated implicitly, for example by making it difficult to convince the customer and asking for further opinions from the company.
A sales training course can familiarise you with innovative leadership tactics, but also offers you the opportunity to deepen already known knowledge in practical examples. A famous example of a well thought-out negotiation method is the Harvard concept, which does not rely on compromise but on a win-win situation for the parties involved. By applying this principle, you can, for example, achieve quick and lasting success in sales talks. The use of a positive, goal-oriented language is an important part of the Harvard concept, in order to break up previous thought patterns in a questioning way.
Convincing language as a decisive advantage in sales
In addition to many partial aspects, sales training conveys how valuable the right choice of words can be for the sale of products and services. Especially in sales talks the right words can convey respect and security and lead to the customer deciding to buy.
With the help of an effective sales training you can practise the linguistic contact with customers, test which groups of people are addressed best and how they are best addressed and are also convinced by your company. But as with almost everything else, after such a training unit it is not yet done: the highly complex use of language as a tool in sales must be routinely mastered.
100W is at your side as a strong partner for your linguistic success in everyday business. The Psychological AI developed by us offers you the effective possibility to linguistically adapt your creative texts, messages, e-mails and offers to the desired target group. For this purpose we provide you with a well thought-out and intelligent selection of characteristic profiles with specific language characteristics. Or you can create your own profiles and independently check your performance for a brilliant sales pitch - even after sales training.
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