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The Importance of Investing in Sales Training in the Service Industry
Investing in sales training is essential if you want to enjoy success as a business. In the United States, billions are invested in sales training annually. There is a general belief that anyone can sell so there is little or no investment in sales training in some organizations. There is a need for a paradigm shift and a change in attitude towards sales training because it is what brings in the income. Whether you are a manufacturer of tangible goods or a provider of an intangible service, sufficient sales must be recorded for the business to continue operating. It means that it would be irresponsible to hire sales people and allow them to “go with it” in the assumption that they know what they are doing. Let’s find out some reasons why it is important to invest in sales training with a special emphasis on the service industry. As we focus on the service industry, we need to expand our definition of salesperson to include anyone and everyone who is the link of the company with its customers. Interface with the customer and how they treat the customer has a major impact on the customer’s decision to buy.
1. Trained salespeople ensure sales success, goodwill and customer satisfaction because they connect better with customers, are knowledgeable about the company and its products, are confident and credible. This credibility makes it easy for the customer especially for intangible products that you cannot touch, feel, smell, etc. People buy you before they buy the product.
2. The business environment is very competitive. It’s “dog eat dog” out there and there is sometimes little differentiation in terms of products offered, for example financial services, hospitality. Therefore, a high caliber sales force can be a source of differentiation and competitive advantage.
3. There are many skills required in the modern sales situation – day and there is a need to equip your staff on a continuous basis, for example with communication skills, IT skills, problem solving, intelligence emotional and administrative skills to name a few. . You can’t assume your team is equipped without investing in them.
4. Salespeople are better able to adjust their way of thinking to the company’s culture, brand values and project an image aligned with what your brand stands for. I remember when I worked for a certain messaging company that was a market leader at the time. We had a feeling that the sense of pride and confidence in the company’s products instilled in everyone from the courier, the seller to the executive. It was the result of constant training.
5. Trained salespeople are able to build trust and credibility with customers more easily. Tangible products are generally considered easier to sell because you can demonstrate the features and benefits and you can “show and tell.” The customer knows exactly what the product looks like before buying and it is easier to compare. What makes a service more challenging to sell is the fact that it is intangible, so trust and credibility become very important. Most sales training programs deal specifically with this subject.
6. Most people would do better if they knew better. I don’t believe anyone wakes up in the morning to go to work to be unproductive. John Maxwell says: “Good leaders set their followers up for success, while bad leaders set them up for failure. Deliberate training is important because not everyone with a brilliant resume will do the job. Business has sales objectives to achieve therefore training. give one tools to produce good results in perpetuity.
7. The service industry relies heavily on brand image and perceptions. It is important to ensure that all the client’s personnel project the right image. I worked in a courier company where the commercial manager who had a strong background in the hospitality industry insisted that whenever sales conferences or any other scheduled sales training seminars or seminars were held, the agents customer service, operations staff and even credit control that manages the customer. participating accounts. The results spoke for themselves
8. One of the biggest challenges I faced when in my early years of sales was overcoming objections. Today customers are better equipped with information about products including those that sell. Train and equip your staff to be at the forefront to overcome objections with skill and close more sales.
9. For the training of new recruits, adjusting them to the new role, imbibing the knowledge of the product and hitting the ground more smoothly.
10. One of the main issues that service companies need to focus on is giving the customer a pleasant experience, managing customer complaints and also managing difficult demanding customers, taking the corrective actions when things go wrong. They are judged on the basis of the perception that creates on your product and at the point of consumption, where the customer is either delighted or disappointed. A lot of time, energy and resources must be deployed to ensure that you win every time in satisfying your customers.
In conclusion, I believe that training should be on a continuous basis after the induction that happens when one joins the company. We recommend that the training is carried out every month, if possible. Whether it’s a workshop, a conference or a Friday afternoon at home training, they make it happen. While technology has made it possible to take advantage of a plethora of online courses, interactive videos, white papers and eBooks, it is no replacement for the good old training workshop. It’s an opportunity for team building, bonding between colleagues and time away from the office that’s good for the team. Develop a training schedule budget. I highly recommend investing in sales training for your team.
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