Does Sales Training Matter?
Of the 4,158 institution of higher learnings in the United States, only 35 offer sales curricula. Nonetheless, more than 50 % of the 1.3 million college graduates in 2007 will become expert sellers on the very first day of their work. Yet, turnover rates, attrition and failure in-the-field for these young salesmen are impressive. The question is why?
Obviously, there is a dearth of efficient sales training programs in the instructional marketplace. Salesmens are simply not being appropriately equipped or gotten ready for their jobs. If– as Huthwaite deals– sales is a science, then it can be found out. But in order to be found out, it must initially be correctly taught.
Possibly a far more compelling reason why sales training matters is illustrated in the chart below, which information the breakdown of aspects impacting sales success.
Branding strategy, prices, item positioning and the competitive landscape all add to producing sales outcomes. While other concerns exist, their cumulative effect is very little and as such these are designated as “and so on” The largest slice of the pie– the piece that actually differentiates business in a commoditized world– is sales abilities. In an increasingly homogenized marketplace, the brass ring goes to sellers who distinguish themselves in the sales procedure– those who know that success has more to do with “how” you sell than “exactly what” you offer.
Sales leaders and L&D experts have little if any influence on branding, rates and item methods– and neither group can affect the marketplace forces that specify the competitive landscape. But they can and do have a direct and profound influence on the abilities of their salespeople. Sales force effectiveness is entirely within their control. In an environment where product functions and brand identity are no longer sufficient to “seal the deal,” sales abilities are the main engine of differentiation, value development and profit margin growth in the new centuries.
More Sales Articles
