A lot of companies say that they have sales training.
A lot of large corporations do.
They will train people about their company.
Good programs will focus on how to see the benefits of their company.
There is one thing that a lot of programs forget to teach, how to sell.
Most people don't truly understand how to sell.
Most people think it's about convincing someone else to buy what they have to sell.
Granted, that is how some people sell.
Some people are very good at selling this way, but unless what they sell works for the customer, they won't get repeat sales.
It's one and done.
And it's a lot of work for little reward.
True sales is not about talking.
It's about listening.
I always compare it to the human body, two ears, one mouth.
A good salesperson will listen twice as much as they talk.
Listening helps on many fronts.
First, when you listen to a customer, you will find out what their needs are.
You will find out what their "pains" are and see if you have something to ease or eliminate them.
You'll hear what they think will make their life easier and find what you have to fulfill their desires.
If you don't listen, you'll just "pitch them" telling them everything you can do for them without knowing if they want those things.
Not listening is a waste of your time and theirs.
Second, when you listen, you get to know more about the customer on a personal front.
Let a person talk and they'll tell you things you never thought of asking about.
You may find out about a hobby of theirs.
You may learn about their family.
You may actually find out something that you have in common.
By learning these things and talking with them about it, you will build a rapport with the customer.
And the best salesperson in the world will tell you that while they may be able to sell great, people will buy from people they like all other things being equal.
This simple approach works on all types of sales, inside (telemarketing), outside sales, direct sales and retail.
Once a salesperson understands how to listen, then they have to learn how to talk about the benefits what they have will provide.
Many salespeople, new and veterans, think they sell the features of what they have.
A lot of companies teach their people to talk about their features, not the benefits.
That is not the best way to sell.
A feature is a characteristic of what you have.
A benefit is the advantage that the customer gets.
A wool sweater would be an example of a feature.
A sweater that keeps you warm would be an example of a benefit.
A person may or may not understand what wool is, but everyone understands what warm is.
Warm always sells, where wool doesn't.
If you have a rookie salesperson, the first thing to teach them is how to listen.
Once they understand what the customer wants, then match the benefit of what you have to their needs.
Once they can do this, they will have the foundation of how to sell.