All sales training can and should be taught in three distinct categories:
3 Big Categories
- Product and Service Knowledge
- Customer, Markets and Competition
- Sales Process
#1 Product & Service Knowledge
- Detailed understanding of the products and their technical specifications.
- How to use the products.
- The symptoms that imply your products could improve the performance of the prospect.
- The outcomes they achieve.The real business results that are possible. What makes those results unique.
- The ROIs of each product and the reasons why.
- All of the potential pricing options.
- How to integrate them into a business.
- How to demo the products in the context of the prospect’s environment.
- Technical FAQs and their answers.
- An understanding of previous technical problems solved.
- Test the team’s knowledge on the above every month.
#2 Customer, Markets & Competition
- The ideal persona that the various products are aimed at,
- The major issues driving the success of prospects in key sectors.
- The marketing story behind each product explaining the reason to exist.
- The top 50 prospect companies in each sector.
- The market structure of key sectors eg number of players, relative size, the size of their investment in your products etc
- A cheat sheet of key competitors explaining the differences in prices and features.
- A detailed understanding of all case studies highlighting the challenge, solution and results.
- Market share stats.
- Reasons why customers have bought in the past.
#3 Sales Process
- Teach the detailed sales process you expect every member of the team to follow, eg I always embed the Prime Process because it focuses on improving the performance of the customer as a goal rather than the winning of POs.
- Build a playbook that demonstrates how to use the Sales Process.
- Teach the team how to record each stage of your sales process in the CRM whether it’s Salesforce, ACT, home grown.
- Assign probability to each stage of the sales process to allow weighted forecasts to be generated.
- Explain how sales leads are allocated.
- Explain how the sales targets and commissions work.
- Explain how the proposal system works.
- Teach and role play various versions of the sales scripts that marry the marketing narrative with great investigative questions.
- Teach basic strategic account management techniques and embed tools that allow the farming and mapping of customers.
- Explain the invoicing system and the importance of staying close to the customer regarding cash collection.