Recently I had a call from a major resort asking what one idea I could give them to instantly improve revenue. The answer was easy and would have been the same had the caller wanted to sell more cars, computers, furniture, suits, consulting, or widgets: Train your people how to sell!
Nowhere in this entire blog will you get faster results in terms of pure income than in this and the following section on how to sell. Few people in business genuinely “love” selling. Fewer still are good at it. In many ways, it’s not surprising that most people don’t like to sell. Selling not only has a bad image in many people’s minds, it often deserves it. Telemarketing calls at dinner time, pushy salespeople who won’t take no for an answer, and products and services that don’t live up to their sales claims. These have all contributed to the bad image that sales has today.
In defense of sales, almost everyone sells in their everyday lives. Teachers need to sell students on the benefits of paying attention. Spouses sell their ideas to each other. Children sell their parents on staying up for that special TV show, and so on. Practice with sales will make it more comfortable if you have the right attitude.
Increasing your sales skills by even a few increments can dramatically increase your profits. Imagine if you closed two out of ten leads instead of one—you have just doubled sales at NO cost. Even small improvements in how you answer the phone, handle objections, and close can have massive impacts on your bottom line. Yet few businesses engage in the meaningful and ongoing sales training needed for entrepreneurial success.
A good sales training system must cover the following areas:
• how to get mentally ready to sell
• how to develop instant rapport
• how to qualify prospects
• how to give quality presentations
• how to handle objections
• how to close
• how to follow up
Having a documented sales training system for your business will be the best investment you ever make.
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