The importance of investing in sales training in the service sector


Investing in sales training is essential if you want to be successful as a business. In the United States, billions are invested in sales training every year. There is a generally held belief that anyone can sell, therefore there is little or no investment in sales training in some organizations. A paradigm shift and a change in attitude towards sales training is needed, because that’s what generates income. Whether it is a manufacturer of tangible goods or a provider of an intangible service, sufficient sales must be recorded for the business to continue operating. This means that it would be irresponsible to employ salespeople and allow them to “go on” assuming they know what they are doing. Let’s take a look at a few reasons why it’s important to invest in sales training with a special focus on the service industry. As we focus on the service industry, we need to broaden our definition of salesperson to include anyone and everyone who is the company’s connection to its customers. They interface with the customer and the way they treat the customer has a huge impact on the customer’s buying decision.

1. Trained salespeople ensure sales success, goodwill and customer satisfaction as they connect better with customers, know the company and its products, are confident and credible. This credibility makes it easier for the customer, especially for intangible products that you cannot touch, smell, smell, etc. People buy from you before they buy the product.

2. The business environment is extremely competitive. It is a “dog eat dog” and there is sometimes little differentiation in terms of the products offered, for example financial services, hospitality. Therefore, a high caliber sales force can be a source of differentiation and competitive advantage.

3. Many skills are required in the modern sales situation and it is necessary to equip your staff constantly, for example with skills in communication, information technology, problem solving, emotional intelligence and communication. administration, to name a few. . You can’t assume your team is equipped without investing in it.

4. Salespeople are better able to adapt their thinking to company culture, brand values, and project an image aligned with what your brand stands for. I remember when I was working for a certain courier company which was a market leader at the time. We had a sense of pride and confidence in the company’s products instilled in everyone from courier, salesperson to executive. It was the result of constant training.

5. Trained salespeople are able to more easily establish trust and credibility with customers. Tangible products are generally considered easier to sell because you are able to demonstrate features and benefits and are able to “show and tell”. The customer knows exactly what the product looks like before they buy and it is easier to compare. What makes a service harder to sell is the fact that it is intangible, so trust and credibility become very important. Most sales training programs deal specifically with this topic.

6. Most people would do better if they knew better. I don’t believe that anyone who gets up in the morning to go to work is to be unproductive. According to John Maxwell, “Good leaders prepare their followers to succeed while bad leaders prepare them to fail. gives tools to produce good results in perpetuity.

7. The service industry relies heavily on branding and perceptions. It is important to ensure that all personnel in contact with the customer project the correct image. I worked in a courier company where the sales manager who had a solid background in the hospitality industry insisted that whenever sales conferences or any other scheduled sales training workshops or seminars were held, they were Customer service agents, operations staff and even the credit controller who managed customer accounts were involved. The results speak for themselves

8. One of the biggest challenges I faced in my early years in sales was overcoming objections. Today’s customers are better equipped with information about the products, including the ones you sell. Train and equip your staff to be on the cutting edge of technology to competently overcome objections and close more sales.

9. For new hires, training helps them adapt to the new role, soak up product knowledge and get started more easily.

10. One of the main issues that delivery service companies need to focus on is giving the customer a pleasant experience, dealing with customer complaints as well as dealing with difficult and demanding customers, taking corrective action when things go wrong. You are judged on the basis of the perception you create of your product and at the point of consumption, where the customer is either thrilled or disappointed. A lot of time, energy and resources must be expended to ensure that you are winning all the time in satisfying your customers.

In conclusion, I think that training must be continuous after the integration which takes place when entering the company. I recommend that the training be conducted monthly if possible. Whether it’s a workshop, conference or in-house training on Friday afternoon, make it happen. While technology has made it possible to benefit from a plethora of online courses, interactive videos, white papers, and e-books, it is no substitute for the good old training workshop. It is an opportunity for team-building, for bringing together colleagues and time away from the office which is good for the team. Develop a training schedule budget. I highly recommend that you invest in sales training for your team.

Source by Fitzgerald Mujuru

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