Better Training = Better Sales
Solving the six biggest business-to-business sales training problems will improve the enthusiasm, confidence and commitment of your sales team.
By Michael Cannon, Silver Bullet Group
How would you answer the following question: What is the goal of training developed by Marketing and delivered to Sales?
Most B-to-B product management/marketing professionals who develop sales training would answer this question with some version of: Our training should teach Sales what it needs to know in order to effectively sell the product.
Wrong! That goal is one of the main reasons why most training developed by Marketing is loathed by Sales.
First, lets agree conceptually that Sales (inside/outside and channel) does indeed need to know what it needs to know in order to effectively sell the product, and that from a sales support perspective, Marketings job is to help Sales win more business by enabling Sales to sell the value of the companys products and services. But lets take a closer look at the problems that most commonly derail training programs when the focus is on that one overall goal and then explore some time-tested, actionable solutions to those problems.
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Poll: Better Training = Better Sales?
Can better training really improve sales?
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— Will Durant
Courtesy of Malcolm Kusher, The Kushner Group
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