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7 Fatal Sales Training Mistakes...And How You Can Avoid Them
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By Telephone Selling Report

You might have the most brilliantly conceived sales and marketing strategy devised since the invention of the phone, an "ergonomically correct" office environment, and cutting-edge sales automation technology, but unless you've got well-trained people delivering your message, asking questions, and nimbly responding to prospect's and customer's questions, responses, and objections, everything else is as useless as yesterday's newspaper. Therefore, impactful, ongoing sales training is critical to your sales success.

I place emphasis on impactful and ongoing sales training, which sadly, is rare in the real world. ("Ongoing" training for some means annually, at best.") For many companies, I guess any training is better than none. But, you should not, and need not deliver training that cures insomnia more effectively than Sominex. YOU can deliver training that stimulates the behavior you want from your sales people, and that produces the increased sales and service results you want.

In this report, I'll help you shorten the learning curve dramatically as it relates to being an effective, entertaining trainer. I've seen--and I sheepishly admit, have painfully experienced--common errors that render training ineffective. When I'm not on the phone, selling, or in my office, or on an airplane writing or researching sales ideas, I'm delivering training to groups ranging from several reps up to several hundred. I've learned the hard way, and have a pretty good idea of what
works and what doesn't. Avoid the following mistakes I've detailed for you. Implement and build on my strategies.

Mistake 1:
No Perceived Reason or Benefit For The Training in The Minds of the Participants: Most of us have never lost that same skeptical feeling we had in college and high school when justifying why we wouldn't pay attention in certain classes: "Why do I need to know this? What good will this do me?"

And just like prospects and customers need to know what's in it for them before buying, your training participants want to know what return this investments of their time and effort will bring them. Most pets can be trained to do what they're told. Adults--and my kids, and probably yours
too--want to know why.

Mistake Avoidance Action Strategy: When announcing or beginning a training session, tell your participants, three important things:

1) Why you're having the training. Explain the need it fills or problem it solves. For example, "We identified a tremendous opportunity to increase our average order size on incoming calls. We can do this through a simple cross-selling and upselling process."

2) How They'll benefit. This is the biggie as far as they're concerned. There had better be some motivator here, or else you'll have heavy eyelids, heads bobbing, and workbook pages adorned with doodling. Tell them, "As a result of this training, you'll be able to quickly identify what else the customer might have an interest in, you'll be able to present it in an appealing way, and ask for the sale without seeming like you're a McDonald's drive-through worker asking someone if they'd
like fries with that. You'll also be able to increase your average order size, which of course will add to your monthly bonus check.



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