Training is the First Thing That's Remembered But the Last Thing You Should Do!
Let me start by describing a training scenario most of us have likely experienced. You register for a retail sales training class or seminar, paid good money, and your expectations are high. After sitting through the session, you're completely blown away by the experience. The facilitator captures your imagination and makes you feel like he/she is speaking directly to you even though there are 200 people in the room.
The training content is specific, relevant, and spot on. When it's over, you can't believe you just sat through a 5-hour training session. It felt more like an hour. You never once nodded off or wanted to check your text messages. In fact, you have 20 pages of copious notes because you were trying to capture every thought and sales step.
You leave the training session charged up and thinking...wow, that was a seminar!
Now, full disclosure, one of the things my company specializes in is retail sales training and motivational seminars. In fact, over the last nearly 20 years, it's really what has built our reputation even though we do so much more. Our training is unique (to say the least) and it leaves an impression with an audience. We consistently hear from clients, "no one connects with an audience the way you do." The best compliment we can ever receive (and it's happened often) is when we train or meet with a company’s employees, and at the end of the session they can't believe we don't work for their company as in-house employees. That's when you know you've hit the mark!
Here's the thing...the success of our retail sales training programs never starts with the live performance! That's actually the last step. Here’s why...
Clarify Sales Objections and Understand Their True Meaning
Originally published in Twice Magazine
“I understand how you feel.” How many time have you overheard your salespeople say this to their (your) customers after a sales objection has been raised? Sure, I know, it’s Selling 101, the old “Feel, Felt, Found” method. I get it, but the problem is your salespeople don’t. Somewhere along the way they attended a sales training seminar that taught them to use Feel, Felt, Found every time they receive sales objection.
Here’s how it works: First, “I understand how you feel” (shows empathy, a nice touch). Then, “Others have felt this way too” (I don’t want my customer to think that they are alone). Finally, “What they have found is that by ….” (insert here whatever it is you are trying to get the customer to do). While the concept is right, let’s see if we can make Feel, Felt, Found work more effectively next time you, or a member of your sales team, receives a sales objection.