Any business starts with a product or service for which there is a need--also known as a market. People who arrive at the airport need transportation to their hotels and a taxi company can get their business simply by being there and offering a service that meets this need.

However, not all businesses can become profitable simple by being in the right place with the right thing at the right time. For a number of reasons, including the fact that many markets are saturated with products and services from which consumers can choose, companies need to persuade customers to choose their brand over the competition.

That's where salespeople and sales training comes in. 

A modern salesperson wears many hats and fulfills many functions but their primary role is personal communication with potential customers. A salesperson's job, beyond providing knowledge and information about the company's products or services, is to follow through and make sales.

Effective sales training will focus on four key elements in the sales process.

1. Relationship Building

Firstly, salespeople must learn how to approach potential customers in a friendly, personal, and genuine manner. A solid customer relationship is built on trust and a salesperson must learn how to effectively foster this bond with new and prospective clients.

Sales coaching should include lessons on how to build good customer relationships. Salespeople can build solid relationships with clients by learning how to be good listeners, get customer feedback, use appropriate forms of media to gather information and maintain communications, and have genuine conversations.

2. Informing

A salesperson's second job is providing product information and they must, therefore, be highly knowledgeable of what they are selling. Therefore, any sales training workshop should contain an element of product education as well as the general skills training which sales workshops would generally include, visit this page for more info.

Naturally, people tend to choose a career in sales because they are good at communicating but may lack technical knowledge. Therefore, if a product or service is highly technical, a salesperson may not be able to gain a comprehensive understanding of how it works. In such cases, companies may put one person with a sales background and another with a technical background together to form a sales team. Regardless, it remains important for all salespeople to have as much knowledge as possible about what they are selling.

3. Communicating

Throughout the relationship building and information-providing stages, as well as during follow-up and the closing of a sale, the salesperson must know how and when to communicate favourably. This encompasses face-to-face, phone, and written communications.

Salespeople must be trained in the best ways to give presentations, hold one-on-one conversations, make sales call, write letters, and more. A sales training course should teach all of these communication skills with a variety of materials, exercises, and workshops and include a variety of elements such as public speaking, telesales training, and learning how to read people.

4. Selling

The end goal of building customer relationships, providing information, and maintaining good communications, is to encourage and close sales. Therefore, the most obvious and critical skill a salesperson should possess is the ability to close sales.

This expertise typically comes from a combination of talents, skills, and personality traits. Firstly, telesales are often friendly and charismatic, skilled in providing product information and be talented in persuasive communication, click here for more info regarding telesales training.

Fortunately, the art of selling can be learned--even if you are not naturally good at it. Often, it is simply a matter of finding the right teacher.