As soon as it comes to dialogue with customers, many employees suddenly lose a lot of self-confidence and do not know how to sell the product. They do not feel able to dispel customers' doubts, justify prices, and create a basis of trust between themselves and their counterparts.
Employees do not have the opportunity to have a "sales talk" in their job, which in the end means nothing at stake. They feel pressured from the beginning, but nobody shows them how to do the sales right.
There is a lack of psychological background knowledge and learned sales techniques. If the salespeople do not manage to bind customers to the company on a lasting basis, this can lead to heavy financial losses, which are particularly important in difficult times of the company.
What do employees learn in a sales training?
Many sales talks are already failing because the preparation of the customer contact was not done properly. Thus, it often happens that the seller has completely wrong information and the customer feels easily fooled. A very bad start for a sales pitch. Therefore, the first point in a sales training is usually how the employee can optimally prepare for the interview and which data from the customer file is particularly important to him.
Many people find it difficult to hear the needs of the other person from the conversation and to adapt the conversation to it. Because this requires spontaneous action. Perhaps it turns out that the product presented is not interesting for the customer, but at the same time it becomes clear that another product would ideally fit the customer's wishes? Then the skill is needed to recognize and seize this opportunity.
Also the first impression counts. Whether on the phone or in personal contact, from the beginning the seller should try to build a positive mood and confidence. Because most of the products are a lot of money and no customer invests his money, if he does not feel good.
Of course, there are also targeted questioning techniques and interviews, which are taught the participants in a sales training. This is not a "Aufschwatzen", but targeted methods, with which the needs and wishes of the customers can be found out.
This of course makes it possible to offer the right products. Through skillful questioning techniques, the conversation can be guided in the desired direction. When the ideal time comes to explicitly offer and sell a product depends on the conversation, but there are also guidelines that are taught to participants.
Especially many employees are afraid of objections on the part of the customers. They do not know how to handle them and have no idea how to respond to the question of why a particular product is so expensive. This topic is also discussed and practiced extensively in a sales training.
Listening presents many employees with great difficulties
Many employees hear at work over and over again that as soon as a customer expresses an objection, he should just talk a lot to dispel the objections. But just this approach usually does not lead to success, but only generates communication errors.
Therefore, this topic also plays an important role in sales training. Because even if many employees are afraid of the questions of the customers, only those who listen properly and take the objections and concerns of customers seriously sells in the end something. Instead, if the salesperson keeps on chattering and just pushes the question aside instead of really answering it, the customer does not feel taken seriously and will not want to take up the offer.
Practice plays a crucial role in sales training
All the points mentioned above sound good and nice, but in theory you have often heard how to sell customers products easier. Maybe even one or the other extra has a counselor on this subject worried and read. Then he felt wonderfully informed, but already at the next sales pitch he realized that the whole theory does not really help him.
As so often, there is a big gap between theory and practice. It's like the driver's license. Theoretically, everyone knows he has to stop at a stop sign, in practice, many just keep on driving, at most slowing down a bit.
Therefore, it is also so incredibly important that in a sales training theoretical knowledge is taught, which can also be applied in practice. For this reason, in a reputable sales training always a real scene is re-enacted, in which the seller can actively practice how he sells a product optimally.
Anyone who had hoped to be able to sit in a seminar for a whole day, drink a little coffee and let their mind wander, is out of place here. Each participant is involved, each one tells of his previous experiences and gets the chance to apply the theoretical knowledge in practice.
Often this turns out that the attendees have already gained very valuable experience and like to share this with the other participants. This makes sales training a fruitful undertaking.
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