Yes, it's true, sad, but true. The salespeople who would benefit from training never use the sales courses available to them. As a publisher, trainer, and public speaker, I find it frustrating. Are you making this mistake with sales training?
It doesn't matter if a sales manager buys the training, or the salesperson buys it; 90% of training sits on a shelf. Not for the quality of the materials. Not because they don't have time to do the training.
The issue lies deeper in the psychology and mindset of the salesperson. I almost said selling professional, yet you cannot call them that if they don't apply what they learn and seek to improve.
Is it self-esteem then? What about the opportunity? It is no secret that the Internet is overflowing with sales training. Every community library has at least one book on the topic of selling.
If you want to earn more and selling is part of your role, there is no shortage of advice. Even if your title doesn't include the word “sales,” the behaviors of selling help entrepreneurs, business owners, and professionals at all levels.
Especially if you are a subject-matter expert or knowledge worker, you'll need to sell your ideas. The art of persuasion and relationship building is critical to successful sales. Yet maybe you didn't know that.
I collect classic sales and marketing books. More than half the courses I acquire, even as old as the mid-1800's can be found in near new condition. If sales people actually used the training courses they have, at least, jotted some notes in the margins.
As a publisher, I've talked with an upset customer who wasn't happy with what I offered; on further investigation, I found he hadn't even opened the product. Of course, I promptly refunded their money and requested they returned the unopened product.
Take a closer look at your unsatisfied customers; are they actually using what you offer? Think about it. If someone wants to increase sales, buys a course with insights to do this, then wanders off never to look at it, is it possible that your customers are doing the same?
The dissatisfaction isn't with the product; it's with themselves.
Customers who use what you offer are more likely to be happy with what you offer. More often than not, customer dissatisfaction comes from external concerns and not necessarily your product itself. How could they fully using your products or services?
First, make it easy for your customers to use, abuse, and wear out what you have to offer. This means they not only buy your product, but also that they can easily use it to receive the results they expected. Even if you have to come to their office and use the product for them, you should offer it as an option.
Some say, “I've got the money, I don't care if they use it.” In some cases, it doesn't matter if they actually use the product; however, customers who use and benefit from what you offer are more loyal. Remember, if you want more profitable customer relationships, you sell to get customers, not make sales.
The longer I'm in the business of solving problems for clients, the less I care if they use the product. I'm not looking for the lazy, weak, or entitled. The client I want is a doer — and I cannot find them without getting through everyone else.
What do you think? Am I being too harsh?
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