How to train your sales team?

Training the Sales Team

Whether we are a retail organization or a company selling complex projects to other companies, the sales team must be regularly trained in the following areas:

Product Knowledge

• The sales team must thoroughly know
• The features, advantages and benefits of the products or services offered by us.
• The different varieties, models, sizes, colors, assortments, options etc. available.
• The prices and other variables for each variety.
• Warranty, terms, conditions, payment terms, return policies, after sales support etc.
• The sales team must be regularly updated and trained about the latest developments in our industry.
• As soon as any new product or variant is introduced, the team must be immediately updated and trained about the same.

Competition

• The salespeople must intimately be aware of all the competition products available in the market. They should know:
• Where does our product stand as compared to the competitors’ products?
• What is good in other products? What is not?
• Why should the customer buy our product?
• They must be immediately updated about the new arrivals from the competition and our response to the customer query regarding them.

FAQ

• During every sales transaction, a customer asks some regular, typical questions. All such questions should be compiled in a list called Frequently Asked Questions (FAQ).
• The FAQ should cover all the probable questions the prospective customer may ask and their suggested answers.
• The team must be given a thorough training in answering every question in the FAQ.
• This FAQ must be regularly updated based on the feedback received from the sales team.
• The sales team should also be told to contact somebody senior if they are unable to answer a particular question from a customer, which is not listed in the FAQ.

Our Internal Sales Process
The sales team must know our entire internal sales process, e.g.

• How the customer can place the order?
• When will she get the delivery? What will be the method of delivery? Is there any delivery charge?
• Which are the different payment methods possible?
• Is there any training or installation required? If yes, is there any charge for the same?
• What should the customer do for after-sales service?

Manners and Etiquettes

• The salespeople must be sensitized to the emotional part of selling.
• The customers must be handled in the right manner such that they don’t feel awkward, offended or neglected.
• Every sales person must be trained thoroughly in dressing, personal hygiene, manners and etiquettes.

Communication

• The salespeople must be trained in how to speak to the customers in person or on phone.
• If the team members are supposed to communicate with the customers through mail or another written communication medium, then they must be trained properly about using that medium.
• For each communication method, the team must be trained for the usage, the cultural sensitivities, right practices and dos and don’ts.

Motivation

• Selling can be stressful.
• Dealing with different types of customers can tire the salespersons.
• Occasional rejections or failures to close a sale may trigger the feeling of frustration or disappointment in the salespersons.
• Regular motivation also must be a part of the training process.
• Regular recharging can help the sales team maintain their emotional resilience and enthusiasm.

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