Rock LaManna07.15.16
Ty Cobb had a legendary career batting average of .366, the highest in Major League Baseball history. Sure, he had a lot of hits, but he also had a lot of at-bats. Twenty-four seasons worth.
If .366 is a stellar batting average, why is it that veteran salespeople think they can bat a thousand? Why do they think they can close more sales with less work?
Improve Your Sales Odds
Sales, like baseball, relies on percentages. You can’t improve your average if you can’t get out in front of prospects. You may argue about sales being a numbers game, but, like baseball, your stats go way up if you have more opportunities.
In my consulting work, I talk with the sales teams of my client companies to understand why the sales numbers are what they are. If the numbers are low, I hear some variation of these statements: “We can’t get any appointments. No one answers the phone anymore. No one returns my calls. They listen, but they don’t buy. They buy, but they don’t buy from us.”
Very few sales teams are honest enough to say, “We don’t get in front of enough qualified buyers, and we don’t know how to effectively close the sale once the prospect expresses interest.”
For this reason, I recommend that my clients bring in a qualified sales trainer or coach for a specific number of sessions. An expert can identify areas that need work, establish a plan with the sales manager, and then work on habits and behaviors that can be fine-tuned.
This type of consultant is not your employee. He or she is a highly effective expert who is like a batting coach for sales professionals.
How It Works
A trainer works with the team in person or virtually. There are individual meetings with the sales manager and/or the vice president of sales. There may be assessments of the salespeople at some point, but first the trainer may want to observe how the team relates to each other and how the manager interacts with everyone.
If you opt for a virtual sales trainer, you can often save some money, since the trainer does not have to be on site, stay in a hotel or incur travel expenses. In this scenario, you will use a web application or company intranet to see and hear each other. If you have multiple locations, the trainer can do instruction for all locations and then work on skill building with each person or location.
Here are more advantages of using virtual sales trainers. They can:
1. Adapt to the schedule and selling hours of the team.
2. Suggest online tools and phone apps that have worked for other clients.
3. Interact with employees who work from home or are on the road.
4. Record sessions for playback or training of future employees.
Whether training happens on site or online, one primary job of the sales trainer is to help the manager be a more effective leader and mentor.
Train the Sales Manager
Have you seen this phenomenon? The sales manager basically ignores the good salesperson. Instead, they focus on the rookies and strikeout artists. Meanwhile, the good salespeople plod on. They’re good, but not getting better.
To add to the equation, many managers are not comfortable coaching sales pros who are older or have more experience. They assume their input will not be welcome. To stay busy, they parse sales territories, nag the team about quotas, generate reports and answer to their superiors.
Part of the training program is to make sure every person on the team, including the sales manager, makes progress. Once the sessions have ended, the sales manager will need the leadership qualities to keep the team moving forward.
Expand the Skillset
Sales trainers can help individuals drill deep in specific areas. They can also work on the broad skills the entire team can benefit from. This can be a smart way to engage veteran salespeople who might otherwise resist changing their comfortable ways.
For example, even veteran salespeople will admit their phone and email skills could improve. They may be great at networking, dropping by and “checking in,” but they agree they tend to avoid strategic cold calls, warm emails, social media and voice mail messaging. “Soft skills” such as empathy and listening are other areas that can be developed.
Choose the Right Trainer
Hiring a sales trainer can be a daunting process for a sales manager. The manager may be more comfortable recommending books, recordings or podcasts from a favorite guru.
In my experience, however, it’s better if the team works together under the guidance of an expert. For one thing, it offers a specific progression of skill building. Secondly, it adds a layer of accountability. Lastly, books and recordings just don’t have the same record of success as even a handful of professional training sessions.
Here’s the perspective of Lynn Hidy, founder, principal coach and certified sales trainer at UpYourTeleSales, LLC in Paul Smiths, New York. She is also the inventor of BURSTfocusSM, a proprietary training system for concentrated sales activity.
“Sales trainers, like batting coaches, customize and fine-tune their approach to fit the needs and growth of the client. They know what needs to happen in which order to improve the odds of success,” she says. While she does recommend sales books to her clients, she says you can’t get behavior change from a book.
“Salespeople may extract a useful technique or have an ‘aha’ moment when reading a sales book,” observes Hidy. “But I have found that salespeople seek out information that confirms what they already believe. Or, they scan for a magic bullet that will make their job easier.”
Either way, sales books don’t provide a strong enough foundation for the hard work that real change requires. In fact, a survey from The Chartered Institute of Personnel and Development concludes that the best results come from customized instruction, individual guidance, behavior reinforcement, and ongoing accountability.
Hidy also incorporates novelty and fun, calling her approach “off kilter.” Because her clients are high-tech firms that sell complex or custom products, she helps pros sell more creatively and increase the enjoyment of their jobs.
“Veteran salespeople need a reason to try something different,” explains Hidy. “If they’re already successful and making a comfortable living, there isn’t a cattle prod out there that will make them change their behavior. But if they like and trust me, and if I can ignite that spark of competitive spirit that got them into sales in the first place, then we can have a lot of fun while achieving long-lasting results.”
Address the Emotional Aspects of Change
“My goal is to help good sales people become great,” says Hidy. “Good salespeople pick things up very quickly. They connect the dots.”
She warns, though, that while teams can achieve quick results with brief training, individual salespeople often need help with the emotional aspects of permanent change.
“Managers get excited when they see sales numbers jump,” she says. “But it’s human nature to slip back into our old routines and comfort zones.” Part of her training process is getting teams to a place where the new reality is more rewarding and normalized than the old.
“You can stretch a rubber band over and over, but it always wants to snap back,” she cautions. “It takes time to reinforce behaviors that make people want to stretch. Then we have to work on the mental part, where they actually like being stretched all the time. That’s the part that doesn’t happen overnight, and you can’t learn that from a book.”
Build Value in Your Company
A little-known benefit of using a professional sales trainer is to help you attract and keep high quality salespeople.
“Once word gets out that you invest in sales training, you will hear from your competitors’ salespeople, especially the younger ones,” Hidy reveals. “Young salespeople love to learn the newest techniques from a certified trainer who can help them make progress quickly. Like working with a batting coach, they blossom under the attention of someone who is focusing on their form.”
She also points out that many companies are afraid to train their people because they’re afraid they’ll jump ship. “Actually, the opposite is true,” says Hidy. “Salespeople appreciate employers who recognize their value to the organization.”
Owners who see progressive success with sales training tend to be more receptive to addressing other issues within the company. “Sales training is a key that opens that door.”
Bonus for Selling Owners
To position a company before a sale, it’s crucial to wring more sales revenue out of your existing customer base while analyzing new markets to enter. If an owner has not confided in the sales manager or vice president of sales about the possibility of a sale, a trustworthy sales trainer can discreetly help the owner review sales reports and interpret industry sales trends.
“Whoever buys your company knows that a certain percentage of customers will migrate once the new owners are on board. Therefore buyers want to see a long list of current prospects and customers,” says Hidy. “Having an expert sales trainer in your confidence gives you the opportunity to build sales before you declare your intention to sell.”
Whether owners are planning to sell or simply grow their company, using the services of an expert sales trainer is a strategic way to improve your team and increase their “times at bat.”
Rock LaManna, President and CEO of LaManna Alliance, helps printing owners and CEOs use their company financials to prioritize and choose the proper strategic path. He can be reached by email at Rock@RockLaManna.com.
If .366 is a stellar batting average, why is it that veteran salespeople think they can bat a thousand? Why do they think they can close more sales with less work?
Improve Your Sales Odds
Sales, like baseball, relies on percentages. You can’t improve your average if you can’t get out in front of prospects. You may argue about sales being a numbers game, but, like baseball, your stats go way up if you have more opportunities.
In my consulting work, I talk with the sales teams of my client companies to understand why the sales numbers are what they are. If the numbers are low, I hear some variation of these statements: “We can’t get any appointments. No one answers the phone anymore. No one returns my calls. They listen, but they don’t buy. They buy, but they don’t buy from us.”
Very few sales teams are honest enough to say, “We don’t get in front of enough qualified buyers, and we don’t know how to effectively close the sale once the prospect expresses interest.”
For this reason, I recommend that my clients bring in a qualified sales trainer or coach for a specific number of sessions. An expert can identify areas that need work, establish a plan with the sales manager, and then work on habits and behaviors that can be fine-tuned.
This type of consultant is not your employee. He or she is a highly effective expert who is like a batting coach for sales professionals.
How It Works
A trainer works with the team in person or virtually. There are individual meetings with the sales manager and/or the vice president of sales. There may be assessments of the salespeople at some point, but first the trainer may want to observe how the team relates to each other and how the manager interacts with everyone.
If you opt for a virtual sales trainer, you can often save some money, since the trainer does not have to be on site, stay in a hotel or incur travel expenses. In this scenario, you will use a web application or company intranet to see and hear each other. If you have multiple locations, the trainer can do instruction for all locations and then work on skill building with each person or location.
Here are more advantages of using virtual sales trainers. They can:
1. Adapt to the schedule and selling hours of the team.
2. Suggest online tools and phone apps that have worked for other clients.
3. Interact with employees who work from home or are on the road.
4. Record sessions for playback or training of future employees.
Whether training happens on site or online, one primary job of the sales trainer is to help the manager be a more effective leader and mentor.
Train the Sales Manager
Have you seen this phenomenon? The sales manager basically ignores the good salesperson. Instead, they focus on the rookies and strikeout artists. Meanwhile, the good salespeople plod on. They’re good, but not getting better.
To add to the equation, many managers are not comfortable coaching sales pros who are older or have more experience. They assume their input will not be welcome. To stay busy, they parse sales territories, nag the team about quotas, generate reports and answer to their superiors.
Part of the training program is to make sure every person on the team, including the sales manager, makes progress. Once the sessions have ended, the sales manager will need the leadership qualities to keep the team moving forward.
Expand the Skillset
Sales trainers can help individuals drill deep in specific areas. They can also work on the broad skills the entire team can benefit from. This can be a smart way to engage veteran salespeople who might otherwise resist changing their comfortable ways.
For example, even veteran salespeople will admit their phone and email skills could improve. They may be great at networking, dropping by and “checking in,” but they agree they tend to avoid strategic cold calls, warm emails, social media and voice mail messaging. “Soft skills” such as empathy and listening are other areas that can be developed.
Choose the Right Trainer
Hiring a sales trainer can be a daunting process for a sales manager. The manager may be more comfortable recommending books, recordings or podcasts from a favorite guru.
In my experience, however, it’s better if the team works together under the guidance of an expert. For one thing, it offers a specific progression of skill building. Secondly, it adds a layer of accountability. Lastly, books and recordings just don’t have the same record of success as even a handful of professional training sessions.
Here’s the perspective of Lynn Hidy, founder, principal coach and certified sales trainer at UpYourTeleSales, LLC in Paul Smiths, New York. She is also the inventor of BURSTfocusSM, a proprietary training system for concentrated sales activity.
“Sales trainers, like batting coaches, customize and fine-tune their approach to fit the needs and growth of the client. They know what needs to happen in which order to improve the odds of success,” she says. While she does recommend sales books to her clients, she says you can’t get behavior change from a book.
“Salespeople may extract a useful technique or have an ‘aha’ moment when reading a sales book,” observes Hidy. “But I have found that salespeople seek out information that confirms what they already believe. Or, they scan for a magic bullet that will make their job easier.”
Either way, sales books don’t provide a strong enough foundation for the hard work that real change requires. In fact, a survey from The Chartered Institute of Personnel and Development concludes that the best results come from customized instruction, individual guidance, behavior reinforcement, and ongoing accountability.
Hidy also incorporates novelty and fun, calling her approach “off kilter.” Because her clients are high-tech firms that sell complex or custom products, she helps pros sell more creatively and increase the enjoyment of their jobs.
“Veteran salespeople need a reason to try something different,” explains Hidy. “If they’re already successful and making a comfortable living, there isn’t a cattle prod out there that will make them change their behavior. But if they like and trust me, and if I can ignite that spark of competitive spirit that got them into sales in the first place, then we can have a lot of fun while achieving long-lasting results.”
Address the Emotional Aspects of Change
“My goal is to help good sales people become great,” says Hidy. “Good salespeople pick things up very quickly. They connect the dots.”
She warns, though, that while teams can achieve quick results with brief training, individual salespeople often need help with the emotional aspects of permanent change.
“Managers get excited when they see sales numbers jump,” she says. “But it’s human nature to slip back into our old routines and comfort zones.” Part of her training process is getting teams to a place where the new reality is more rewarding and normalized than the old.
“You can stretch a rubber band over and over, but it always wants to snap back,” she cautions. “It takes time to reinforce behaviors that make people want to stretch. Then we have to work on the mental part, where they actually like being stretched all the time. That’s the part that doesn’t happen overnight, and you can’t learn that from a book.”
Build Value in Your Company
A little-known benefit of using a professional sales trainer is to help you attract and keep high quality salespeople.
“Once word gets out that you invest in sales training, you will hear from your competitors’ salespeople, especially the younger ones,” Hidy reveals. “Young salespeople love to learn the newest techniques from a certified trainer who can help them make progress quickly. Like working with a batting coach, they blossom under the attention of someone who is focusing on their form.”
She also points out that many companies are afraid to train their people because they’re afraid they’ll jump ship. “Actually, the opposite is true,” says Hidy. “Salespeople appreciate employers who recognize their value to the organization.”
Owners who see progressive success with sales training tend to be more receptive to addressing other issues within the company. “Sales training is a key that opens that door.”
Bonus for Selling Owners
To position a company before a sale, it’s crucial to wring more sales revenue out of your existing customer base while analyzing new markets to enter. If an owner has not confided in the sales manager or vice president of sales about the possibility of a sale, a trustworthy sales trainer can discreetly help the owner review sales reports and interpret industry sales trends.
“Whoever buys your company knows that a certain percentage of customers will migrate once the new owners are on board. Therefore buyers want to see a long list of current prospects and customers,” says Hidy. “Having an expert sales trainer in your confidence gives you the opportunity to build sales before you declare your intention to sell.”
Whether owners are planning to sell or simply grow their company, using the services of an expert sales trainer is a strategic way to improve your team and increase their “times at bat.”
Rock LaManna, President and CEO of LaManna Alliance, helps printing owners and CEOs use their company financials to prioritize and choose the proper strategic path. He can be reached by email at Rock@RockLaManna.com.