Marketing guru Perry Marshall tells a great story regarding the difference in thought process that led to the success of the Wright Brothers and the failure of all the others who were trying to achieve the same aim.
He explains the main reason that Orville and Wilbur Wright were the first guys to build an air-worthy vehicle, was that they focused on making the most elegant, efficient and aerodynamic plane.
What they didn’t do was focus on creating the most powerful engine.
At that time, everyone was obsessed with powerful engines. But powerful engines, especially back then, were really, really heavy.
And of course “heavy” is not a quality you want when you’re trying to defy gravity.
So, Orville and Wilbur concentrated on designing a machine that would stay in the air…ride the wind…float. They knew that once they achieved that goal, they could strap a good engine to their bird and the thing would stay up.
Meanwhile their engine-obsessed competitors were building powerful, heavy machines…and crashing back to earth.
What’s that got to do with sales training?
Well quite a lot actually.
You see, the sales model and mind-set your team work with, needs to be an aerodynamic plane…if they thoroughly understand the motivations behind peoples buying decisions, have the ability to uncover opportunities and turn those opportunities into recognisable needs and then keep moving every genuine prospect forward during each call or meeting…then by all means, you should go ahead and take it to the next level by helping your sales team to improve their overall effectiveness with some advanced sales skills and techniques.
To be extremely successful, both are crucial.
Skills and techniques that genuinely work and are useful within your industry, together with a foundation in buying motives, effective questioning, presentation skills and a real understanding of how and when to close.
A strong engine and a wind-worthy plane.
Unfortunately strapping those skills and techniques onto a team that can’t fly is just a waste of time.
When you next decide to invest in sales training for your team, ask yourself the following questions and work out whether or not you’re being sold an engine that doesn’t go anywhere, or a plane that’ll take you wherever it is you want to go – and can continuously be improved.
- Put yourself in the customer’s chair – If these techniques were used on you, would you buy from the salesperson using them?
- If you answered yes to the first question, following the purchase, would you feel – in any way – that you had been manipulated or bullied?
- Does the training sound like a collection of techniques for selling AT someone or a toolbox that can be dipped into, to help your customers make great buying decisions?
- Does the title involve the word advanced? If so, how much of the non-advanced training have your team already completed previously?
- Also, which bit of the content allows this particular training to call itself advanced?
- Is the training focused mainly on helping the salesperson sell or the prospect to recognise why they should buy?
- Has this training been built to achieve the specific requirements of your team and business – or is this the same training they do for everyone?
Until next time, have a great summer
PS – My new book The Extremely Successful Salesman’s Club is getting rave reviews and I am humbled by the number of people who have already discovered it – thanks for all your support. If you haven’t read it yet, you can download the first four chapters for free by clicking on this link.
This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.
You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.
We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.
0844 293 9777
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