The Healthcare Industry started with selling skills that were generally above the Universe. It appeared that Healthcare salespeople were receiving some level of sales skills training prior to this training initiative. Final Knowledge and Application scores were on a par with the Universe. Since the Healthcare Industry started with higher pre-sales training scores, their gains were somewhat less than the Universe.
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Sales Questions help customers make their first key buying decision, which is whether to “buy” the salesperson. (See Sales Skill #1: Managing the Buyer Seller Relationship.) By using the best sales questioning skills, salespeople build rapport and demonstrate interest in the customer. They uncover customer needs and strategically develop a game plan for gaining commitment from the customer. But merely asking questions isn’t enough. Action Selling’s Best Questions strategy shows salespeople how and when to ask the best sales questions. Lean How Today.
Just as with companies generally, gains in knowledge and in the application of skills on the job were dramatic. To focus on application, where the real payoffs lie, tech salespeople saw a skill gain of 112% in the critical skill of Sales Call Planning, a 102% gain in Presentation Skills, and a 120% boost in the critical skill of Gaining Commitment. With results like those, the training definitely paid dividends.
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A client will almost never come right out and tell a salesperson, ‘I’m not going to buy from you because I don’t like you or I don’t trust you,’ But it happens all the time with major sales. If you’re asking the customer to spend thousands of dollars, or maybe to risk their reputation by bringing in your products or services, you simply cannot be someone I don’t like or trust. Before you can sell the customer your product, they have to be sold on you.
Sales Training Research on over 350,000 salespeople has revealed that customer resistance is not be caused by what you present. It comes from improper sequencing of your presentation. This makes sales differentiation difficult and results in lost sales or resistance to your price … Customers will find reasons not to buy when your sales presentation is out of sync with the sequence of their buying decisions. To increase your chances of success, you must sequence your sales presentation to follow the buying decision process. …
Effective Sales Training Programs transfer knowledge into application. They are focused on the right selling skills. Effective sales training programs are comprised of four vital elements: Motivation, Reinforcement, Retention and Skills. Find Out How Each Element Builds Success.
The “big data” we have amassed over 20 years allows us to look at each of the five Critical Sales Skills (and at all five together) to determine the average starting point for students, prior to training, in both knowledge and ability to apply the knowledge. We also can determine the levels that students reached upon certification in each skill. We then can calculate (in percentage terms) the skill gain that occurred, in both knowledge and application, as a direct result of sales training.
The data we have amassed over two decades allows us to look at each of those skills (and at all five together) and determine the average starting point for students, prior to training, in both knowledge and ability to apply the knowledge. We also can determine the levels that students reached upon certification in each skill. We then can calculate (in percentage terms) the skill gain that occurred, in both knowledge and application, as a direct result of sales training.
What could you do if you could measure, with that sort of precision, the gains resulting from a training program not just in knowledge but also in on-the-job application of Critical Selling Skills? For one thing, you’d be well-equipped to demonstrate—even to skeptics—a convincing cause-and-effect relationship between sales training and a subsequent boost in sales revenue.