What Are the Different Types of Sales and Marketing Training?

Sales training refers to training activities organized by enterprises or related organizations around sales personnel, products, and customers.

Sales Training

Sales training refers to the organization of enterprises or related institutions.

Improve performance:

The goal of sales training is to achieve the sales performance of the company by improving the personal performance of the sales staff. Therefore, the sales training of an enterprise must always be aimed at the business development and profitability of the enterprise. The purpose of the training must be emphasized. The research status and needs must be emphasized. The performance and development must be focused on. On the issue. It is necessary to clearly classify the types and levels of training, study the characteristics and special needs of different training objects, and make appropriate choices in content and methods. This is a prerequisite for successful training.

Training elements

In fact, employee performance at work depends on three factors: employee attitude, knowledge, and skills. If employees are improved in these three areas, the work will be greatly improved.

With the fierce market competition, serious product homogeneity, and market oversupply, companies began to pay more and more attention to sales training.

1. At the same time as successful sales, make this customer your friend.

When selling, you can talk to customers about things that are not related to work or products, care about the work and life of customers, win the trust of customers, and understand flexible communication.

2. Any prospective customer has a weakness that breaks down.

For prospective customers who have contact with others, we must seize customers 'concerns to exaggerate them, win customers' trust, and give customers a credible commitment.

3 For those who are actively striving, there is nothing impossible in the world.

Enough confidence, treat it positively, explain it patiently, learn more, and often practice

4 The more difficult a prospective customer is, the stronger his purchasing power is.

Be patient and careful with this kind of customer, as long as the transaction has a high return rate, maybe it will bring you greater benefits.

5. When you can't find your way, why not open up one?

Do nt use the same solution for customer groups, not everyone eats your set, you must know how to modify and innovate

6. Prospective customers should feel very honored to know you.

7. To keep meeting new friends, this is the cornerstone of success.

New friends are your new customers. Get your customers' approval and grasp every customer.

8. When speaking, be gentle, but be firm.

Don't be too careless when talking, it will make customers dare to dislike, and it is not good for personal image. Speak resolutely, do not let customers feel deceived.

9. For salespeople, being good at listening is more important than being able to argue.

When selling, we must listen carefully to the customer s words, because we can find gaps in his words.

10 Winners not only have hope, they also have clear goals.

If you want to succeed, you must have a goal, if you have a goal, you must work hard, you must have a heart to challenge yourself, and you must have the spirit of not giving up.

11. Only those who are constantly looking for opportunities will seize them in time.

If the customer enters the door and you do not greet you, there is no chance, even if he walks towards you, but you do not know the result is still the same

12. Don't avoid the people you hate.

Customers are not distinguished by being humble or expensive. Everyone may bring you wealth, and they will not stay for a long time. He will leave if he wants, so all kinds of people have to grasp the product. Not only you have it, but you only have the opportunity to fight for it

13. Forget failure, but keep in mind the lessons learned from failure.

Failure is the mother of success. Do nt be afraid of failure. Use the lessons of failure as the basis for success. There is no smooth road. There is no one to go after the accident. You will only reach the goal if you go forward.

14. Excessive caution cannot be a great cause.

Do it with confidence, boldly innovate, don't look ahead, and even with a little hope, there is no chance of success if you don't do it

15. Things change, and so do prospective customers.

Don't be afraid of customers changing suddenly. Choose different methods to deal with in different situations.

16. The success or failure of sales is directly proportional to the effort prepared in advance.

Success is for those who are prepared. If you want to succeed, you must prepare for it.

17. The bright future starts from now.

If you do nt do anything from now on, as long as you study hard and do it bravely, you have a chance

18. Failure is actually the tuition fee payable for success.

At the beginning, there were ten customers. Most of the first few will not buy your products because you do not have a certain foundation and sufficient ability. The former is just a ladder for you to learn and practical materials.

19. Slowly understand the consumer psychology of customers, do not rush to achieve success.

Don't be anxious when communicating with customers, especially newbies, ask more and listen more, so as to understand customers thoroughly

20. You need to know that there is no failure in life.

Do nt say that you will fail before you start. No one will fail forever, but success has not yet arrived. If you just think about failure, you will never succeed in your life.

21. Sales are very random and there is no set pattern to follow.

Don't read hard words, understand the flexible use, different customers use different tricks

22. Time is precious to each other.

Customers have some small requirements not to argue with them, they must immediately agree and achieve when they are done, otherwise they waste each other's time and leave a bad impression on customers

23. The overall image makes the customer look comfortable and pleasing to the eye. It is not bright dress that can win trust.

The image is the most important. Only in a way that makes the customer look professional is the trust of the customer. The first impression is the most important.

24. After the customer's words are poor, find out the customer's weaknesses before attacking.

When the customer wants to refute, we have to listen carefully and find out his shortcomings while listening.

25. Make sales methods humane, don't be too particular about skills.

Humanized sales can make customers trust most. People are not machines. Don't always follow the same route. Dialogue should be humanized. Skills should also be humanized.

26. Sometimes silence is golden.

When the customer is emotional, do nt refute it, listen carefully, and when he says that there is nothing to talk about us, the opportunity comes, but be patient, be careful, and do nt mention customer dislike

27. The technique can only refer to the incomplete copying, which must have its own characteristics.

Don't always use the learned skills to face each customer, have your own alternative plan, or modify what you have learned, and see how to make it more convincing

28. It is not difficult to create a relaxed and good negotiation atmosphere, as long as enthusiasm and passion are moderate.

The company gave us a negotiating environment, and the atmosphere of the negotiation should be created by ourselves. Try to talk about some topics that the customers are interested in. Don't let the show down and don't show a very professional look. This will make people uncomfortable.

29 Appropriately consider the client's position and let him know how to choose from his perspective based on your profession.

From our perspective, we only want to sell this product, but we also have to think for the customer what good it is for him to buy this product, what is good for his family, in order to sell better

30 Retreating as the advance, the sales skills that best win customers are not selling.

Do nt just sell when you sell this product. For example, if you sell a bag, you can talk to customers about travel or business trips. When appropriate, you can say that this bag can just hold something, so that he feels it useful to buy it back. Ground

Inherent power

Different people have different internal motivations, such as self-esteem, happiness, money, etc., but all outstanding salespeople have one thing in common: there is an endless motivation to become an outstanding person. This strong intrinsic motivation can be formed through tempering and tempering , But could not teach.

Rigorous work style

Regardless of the internal motivation of the sales staff, if they are loosely organized, not cohesive, and work hard, they will have difficulty meeting the increasing demands of customers.

Ability to complete sales

If a salesperson can't get an order from a customer, even if his skills are as good and as good as they are, that's okay.

Ability to build relationships

In today's relational marketing environment, one of the most important things for good salespeople is to be a master at solving customer problems and an expert in developing relationships with customers (the future salesperson will no longer be a salesperson, but a customer consultant ), Strive to be keen to grasp the real needs of customers.

Six essential qualities of a sales master :

1) Positive attitude 2) Self-confidence 3) Self-motivation, patience 4) Hard work, clear tasks and setting goals 5) Belief in the importance of role-playing 6) Establish a good first impression

The more important training is the supervision of achieving results after completion. In enterprises, the role of middle-level core cadres is obvious: after the training, the supervisor of the trained employee urges the trained employee to solidify the skills they have learned in the training, which is the key to the success of the sales training. If the bosses think that training is useless, especially in those companies with very good talent mining, everyone thinks that they are masters and have their own set of things, and they don't accept each other, then in such companies, the effect of training is It's really doubtful that no matter what kind of training can only be in the form. It is not difficult to understand that thinking cannot be unified and ineffective.

The content of sales training should include the company's corporate culture, company products and equipment and production processes, sales policies, product promotion points, industry and competitors, sales skills,

According to the specific implementation of training and the different sales training target, sales training can be divided into the following 9 categories:

1. Sales strategy training 2. Sales skills training 3. Sales team building training 4. Sales channel management training 5. Key account sales training 6. Customer relationship management training 7. Telephone sales training 8. Supermarket management training 9. Sales manager training

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I. In-depth and detailed research-find problems

After an open class, President Li of a dairy company found me and felt that my training method and style were very suitable for his requirements. I hoped to give a sales training to his company's sales staff.

This is a company that has been established for more than one year. It is not large in scale and has a good momentum of development. According to Mr. Li, the growth of sales performance has stagnated, and the sales staff is not as hard as before, hoping to improve through training.

After accepting the invitation, I came to the company with my assistant.

For the research work before training, I divided into four levels:

1. Company leadership.

2. Company management.

3. Sales staff.

4. Corporate customers.

Use questionnaires and in-depth interviews to understand the status and problems of the company's sales work.

Dividing into these four levels is to try to understand the real situation comprehensively from different angles, and to reduce errors that are partial, which is actually the process of finding problems. In this process, we must be meticulous, because some details can reflect the current situation of the problem.

Through research, we found that the company's sales staff had the following problems:

1.Conflict with the company's sales task indicators

2. No sense of direction, no hope for the company's future

3. Dissatisfied with the company's distribution system and consider it unfair to them

4. Work enthusiasm and initiative are not as good as before

5. Due to changes in the market, competitors continue to join, feeling that the difficulty of sales is increasing, and the feeling of being powerless is inadequate.

6. Insufficient understanding of customer service, customer churn rate is increasing

7. Lack of serious study of work, sales reports can reflect a lot of perfunctory things

8. There are some criticisms of middle managers, thinking that they only know what to do, and do nothing.

Second, design the curriculum according to the actual situation-analyze the problem

Looking at the research materials on the desktop, I fell into deep thought.

Generally speaking, during the entrepreneurial period of an enterprise, the passion of entrepreneurship will play the role of "same desire". People will not care too much about personal gains and losses. Even if there are such problems, they will be hidden under the passion. The boss There will be a period of "honeymoon" with employees. But when the passion tends to calm down after the passion, employees will naturally consider many of their own issues, including interests, personal development, whether the environment is comfortable, and so on. If there is a conflict between reality and ideal, it will naturally bring about impact on work. The problem with the company's sales staff is actually the lack of good communication between the company's leadership, management and front-line sales staff, and the failure to adjust the company's development strategy in a timely manner after the start-up period, causing them to lose confidence and sense of belonging in the company. The rapid changes and constant entry of competitors have brought about work difficulties. However, companies have been slow to respond to changes in the market. They have not given the sales staff the correct guidance and support, and are still immersed in the good feelings of the early days of the business. They have made the sales staff think that the company s attitude towards them is "only work, not grass." "Therefore, there is resistance to work, let alone deliberately delve into the problems that appear in the market.

The Buddhism has a saying, "You see the law immediately when you see it." Through the analysis of a large amount of research data, the source of the problem is found, and naturally a solution to the problem will be found.

Therefore, in the course design of the sales staff training of the enterprise, it is designed around three major problems that need to be solved:

1. Communication issues between leadership, management and sales staff

2. Sales enthusiasm and confidence issues (including confidence in the enterprise and confidence in themselves)

3. In the face of market changes, how do salespeople adapt?

While designing the course, I continued to communicate with the leadership of the company and put forward my views on corporate issues. I believe that the problems that arise in the sales staff are actually the concrete manifestation of how the company adjusts its business strategy after the entrepreneurial period. If you want to achieve effective results through training, you must make corresponding adjustments in the company's business strategy and management methods according to the actual situation, otherwise, even if the training is done well, it will be a flash in the pan. The leadership, including President Li, very much agreed with me and began to adjust. At this point, the author feels that the problems sometimes reflected in the employees of the company are not just the problems of the employees themselves, but the deviation of the company's business strategy and management methods. This is like weeds in the soil, because of this. Planting soil provides the conditions for growing weeds. Just pulling weeds without controlling the soil will continue to grow. Therefore, to solve the problem from the root, we must combine weeding and soil management. I once put forward the idea of "going one step further" in an article, so when we design training courses for companies, can we go one step further and think more about the problem at the enterprise level and ask ourselves The suggestions are two-pronged and with the cooperation of enterprises, such training should be more effective and more durable.

Three, teaching methods combined with practice-problem solving

Before the training, I put forward a requirement that every employee participating in the training should give full attention to this training in ideology and treat it as a major event of the enterprise. Otherwise, it is easy to go through the formalities of something that has not received sufficient attention.

In the actual teaching, we strive to combine with actual combat to turn the classroom into a simulated actual combat place and solve the problem on the spot. The whole process is roughly divided into such several steps: challenging problems, reflecting on oneself, communicating, rebuilding confidence, and solving problems.

Challenges:

At the beginning of the training, I took out a few problems that the company's sales staff encountered in the market. As a case, please give us solutions. Since these are the ones we usually encounter, they have aroused everyone's interest. But because you rarely think at work, it will be difficult to find ideas to solve the problem in a short while. Introspect yourself:

At this time, I took advantage of the situation to enter the second link, so that everyone can re-understand themselves and their work. Help everyone analyze various causes, make everyone aware of their lack of work. In the interactive communication, many sales staff stated that they did not do their best in their work, but because of the presence of the leaders, everyone did not dare to reflect the problems of the company.

Communication:

The time for communication has arrived. I talked about a few examples of "same desire" when starting a business, which aroused everyone's enthusiasm for the past work. At this time, please ask the company leaders and middle managers to "speak to your heart". The sincere attitude and determination to improve the company moved and excited the sales staff, as if back to the time of entrepreneurship.

Rebuilding confidence:

The purpose of communication was achieved, and I started to use various methods to let everyone re-know their own business and build confidence in the business. At the same time, we help everyone analyze the company's sales task indicators and new corporate initiatives to enhance confidence in meeting the challenges. Everyone said that they would do their best to complete the sales task.

Solve the problem:

In the last link, I first analyzed the market conditions and the advantages and disadvantages of our products compared with competitors. Then I took out the problems you encountered, analyzed them with you, gave ideas, and explained to you Relevant sales methods and techniques, from the beginning to the end of the actual problems in the sale of articles.

Fourth, cooperate with enterprises for follow-up assessment-consolidate the effect

For the effectiveness of the training and follow-up, here are a few indicators:

1.Is the content and method of training recognized?

2. Will it have a certain impact on the sales team after training?

3. Will the trainees formulate their own action plans and steps after training?

4. Has the trainees increased their confidence in the company and themselves after the training?

5. Are the trainees more enthusiastic and serious about the work after the training?

6. Can the ideas and methods of problem solving during training be applied in practice?

7. Whether the trainees have the desire to continue to improve their abilities and qualities after training

8. Will the company take training as an indicator for employee evaluation? After training, I suggest that the company should strike iron while it is hot, and organize sales staff to discuss the content of the training. Each person proposes his own improvement plan and determines how to implement it into his actual work Go. At the same time, whether the sales staff has improved or changed their working attitude and efficiency after passing this training is an assessment indicator.

At the same time, trainees can communicate with me at any time by mail or phone, and give them suggestions and guidance on new issues that appear in the market.

In fact, each training is an opportunity to instill corporate culture and enhance cohesion. The training itself is just the beginning. What is important is what to do after the training? How to extend the effectiveness of training to future work? This is an important subject worth thinking about.