sales training program Archives - Page 15 of 15 - Kona

It’s one of the most frustrating things about sales – your team cultivates a promising lead, make their pitch, and the customer says no. However, what is more frustrating is the excuses that come from the team when they are not meeting targets.

Customers say no for all kinds of reasons: they don’t like the product, they don’t engage with you, they don’t have the money, the time or the inclination.

But the big reason that people say no is they haven’t been given a compelling reason to buy. Sales is seduction, and you’ve messed up the kiss!

So what can you do about it? It’s time to rethink and refocus your team with sales management training to start thinking about why they are not converting.

Offering a Deal is Not Enough

In sales, the value proposition is everything.

If you’re selling vacuum cleaners, the value proposition is that your particular brand and model has the most powerful suction, the longest warranty and/or the best quality build.

However, this kind of value proposition is generic and does not present a strong point of difference. If all you have to offer is some hokey lines about quality or rate of suction, then there is no compelling reason for the consumer to buy, no competitive point of difference, and a ‘no’ is expected.

Understand and Communicate The Value Proposition

Apple’s marketing strategy for its computers and smartphones barely mentions their technical specifications, even though they are state-of-the-art. Apple instead focuses on their image – that of creativity, innovation and passion.

The effect is to create a value proposition that goes far beyond the physical products they sell. Apple has created an image that is different from its competitors and that sells the product.

The lesson here is to rethink how you and your team are presenting your products or services. What you do and how you do it is important, but why should also be a major part of the pitch.

Clients and customers want to be part of something, to feel that they are gaining an advantage or fulfilling a need. Engage with them and demonstrate why your product is unique and most suited to them, and what needs will be met.

Don’t Ask, Don’t Get

A firm lead has been worked up, pitch prepared and delivered flawlessly. At the end, you say “any questions?” and they say, “we’ll get back to you” – and of course, they don’t.

If your pitch doesn’t contain some hard sales questions or offers, then you’ve wasted your time. To convert leads, you have to ask buying questions, give them a reason to buy.

Is there a limited time offer? A free service or trial period you can give that leads to a long term paid arrangement? A demonstration of value that makes it irresistible?

Simply reciting your product or service’s good points is not good enough. There needs to be bait on the end of your hook – don’t let them leave the room or hang up the phone without making sure they understand what you are selling, and that they need to buy.

Sales management training

Sales is all about understanding consumer needs and having the confidence in your product that it meets these needs. If you aren’t converting good leads, then something’s wrong with how you’re pitching.

Estee Lauder said “If you don’t sell, it’s not the product that’s wrong, it’s you.”

Go back to the fundamentals. Every sale needs to be made around a value proposition.

If your products and services are good but you’re getting more no than yes, then the customers you’re targeting haven’t been given a compelling reason to act.

By rethinking your strategy with sales management training – shifting from what and how to why, and by asking relevant questions and setting up calls to action – you can drive customer decisions in your favour.

It’s time to stop making excuses. If you want to take things to the next level and start increasing conversion rates, KONA Group has transformed companies’ performance through proven sales methodologies with sales management training and coaching programs customised to companies’ individual needs.

For more information, please email info@kona.com.au or call 1300 611 288.

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The daily grind of building sales leads, nurturing, and closing them is a numbers game – the more people you speak to, the higher your chances of success. However, at times it can feel like there are more no’s than yes’s, which makes it easy for sales teams to get caught up in their own excuses rather than holding themselves accountable to their own actions. As a manager, one of the toughest jobs you have is to keep your sales team focused, motivated and accountable to their sales targets. Here are some common excuses we continue to hear, and how to shoot them down! Excuse 1: I don’t have the time A common complaint among sales teams is that they are time-deprived. They protest that they don’t have enough time to chase new prospects or that they don’t have enough time to work up new leads through cold calling – ASSES! Speak with your team and see what kind of schedule they keep. Partition certain times of the day for cold calling and lead generating, ensuring new leads continue to flow through the sales pipeline and daily targets are met. Hold team members accountable by getting them to report back at the end of each working shift on their results – what went well, what didn’t work and how it can be fixed. This is always easier said than done. Consider undertaking sales training and coaching and sales management training to redefine sales team members’ attitudes and habits, and to refine techniques. Excuse 2: It’s the customer’s fault How often do you hear “They don’t understand what I am saying”, “My leads won’t return my calls” or “It’s not my fault they don’t want to buy our products”. ASSES! The customer didn’t understand the pitch because it wasn’t delivered effectively. They ignored the calls because there was no compelling reason to return them. And they said no because, let’s face it, they weren’t convinced. When these kinds of excuses occur, have a look at how your sales team is approaching potential customers. Are they performing as well as they can? Do they understand the product? Sit in with them during a phone call or pitch and evaluate how the message is executed. They may need sales training to refine their approach and methods. As an exercise, ask them to define and sell the value proposition to you. If they can’t define and sell the proposition effectively to you, then how can the customer be expected to understand it and act upon it? Excuse 3: I don’t have the support I need You’ve worked hard to set up the business, create an aspiring working culture and hustled hard to work up sales leads and develop a network of contacts. In other words you’ve set it up – and all your sales team has to do is knock it down. When things aren’t working, it is easy for sales people to blame tanking sales figures on the company not supporting their efforts. As the leader, the buck stops with you. Take a long, hard look at your business. Is it true that there’s not enough support provided? If not, ask them what they need and work with them to make changes. If yes, then it’s time to consider other issues affecting performance. It cuts both ways with this one! Consequences and solutions The consequences of these excuses can be damaging for any business: sales decline, good people leave, customers feel neglected and long-term business relationships wither. So, if your sales team is bringing in lacklustre results and giving excuses for what went wrong rather than what needs to improve, then it’s time for a review. KONA Group helps organisations cut through the key issues and coach solutions with customised sales training and coaching solutions. For more information, please email info@kona.com.au or call 1300 611 288. Or, if you have some additional excuses that you have heard, please share them with us!