OMNIPOTENT MARKETING INSIGHT #7:

Sales Training That Works

Traditional Sales Training:
Part 1 - Exposing The Myths

Traditional sales training suggests that by training ordinary people the techniques, phrases, and “closes” that superstars use, everyone will eventually become a superstar. In other words, becoming a superstar is merely a function of mastering these specific techniques.

Nothing could be further from reality. While the intent is good, that kind of sales training worsens the situation by setting up the ordinary salesperson for disappointment and failure – a failure that is intensified in the person’s mind, because of self-imposed false expectations.

The fact is most people will not become sales superstars. Yes, everyone does have the potential to become one and indeed, anyone might become one with the right training and motivation. But don’t confuse potential with probability. Becoming a sales superstar has very little to do with memorizing a bunch of techniques and has very much to do with becoming a superstar person, operating a sales system that works.

Traditional sales trainers - at least the “good” ones - are people that literally have made hundreds, even thousands of distinctions about people and sales that allow them to know when and how to use certain techniques. One example is a Brian Tracy story about his leaving the office of a purchasing manager - unable to get an order - then putting his hand on the doorknob and turning around and uttering some phrase that caused the prospect to realize his ignorance and subsequently beg for the privilege to buy.

One thousand people heard him tell that story at a conference. One thousand people were very impressed. One thousand people made mental and written notes on how they could use that technique to close more business. In reality, probably no more than five out of the thousand could ever make it work. The rest, if they ever attempted it, would use it in the wrong situation or with the wrong voice inflection or with the wrong prospect. The planets simply won’t align themselves very often for that situation to work.

For sales guru Tommy Hopkins to teach 14 professional power closes is just about as effective as pro quarterback Tom Brady (New England Patriots) teaching us how to read 14 different professional level pass coverages. For Brady's training to have any lasting impact, you would have to go through the process he went through to become a top-ranked professional quarterback. First, you’d have to become an athlete through concentrated aerobic exercise, stretching, strength training, nutrition, and everything else. Then you’d have to work your butt off to study football. Then, with a lot of experience, you’d have to get good at being a quarterback. Then maybe Tom Brady could help you out.

Could Tom Brady help you out on all the fundamental levels? Sure. But it would be a waste of his time, since there are tons of other people with lesser skills who could help you out, given your current limitations. Since Brady is one of the best in the world, he’d be better off reserving his training for those few students who had progressed to a physical and mental level that would allow them to understand and profit most from his expertise. Can you imagine Tom Brady teaching a group of 1,000 high school quarterbacks the intricacies of his skill set?

So, ask yourself, what kind of training should salespeople receive? Answer: They should receive training in running a system that has been predetermined by the owner of the company. It should be a system set up to generate leads the salesperson calls on. It should be a system that allows the salesperson to follow up on the largest number of leads with the least amount of time, effort, and money expenditure possible.

Here’s a quick list of the different terminology the Monopolize Your Marketplace System uses compared to that found with traditional sales training. In another issue, we’ll start to tackle each of these components.

They Say	We Say
Persuasion	Self Evidence
Relationships	Confidence Building
Management	Leadership
Feature/Benefit	Problem/Solution
Motivate	Educate
Networking	Monopolizing
Creativity	Systemization
Answer Questions	Pre-determining
Presentation	Going Over The Details
Individuals	The Bell Curve
Training	Franchising
Questioning	Surveying
Techniques	Tools
Closing	Order Taking
Superstar	Weakest Link
Persistence	Automation

Our sales system is called “Franchising Your Sales System”.  To use this system, the owner of the business must be serious about producing results. He must be committed to innovating and providing the best products or services. Effort must be spent to develop the marketing messages so that the salesperson is an extension of the company...instead of functioning as an independent unit.  A “Case” must be developed and integrated throughout the business. And most importantly, the salesperson must be given the tools to successfully manage large numbers of leads.

Remember, all customers want the same thing: the best deal (which is not a price issue). If you’re sending salespeople who aren’t offering the best deal - and trying to compensate by using neuro-linguistic programming techniques, using sales techniques, or trying to make friends with the prospects - you can be assured that you are conducting an exercise in futility.
 

Learn Proven, Innovative Marketing Strategies  & Tactics To EXPLODE Your Revenue And Grow Your Business... In Just 7 Days! The MONOPOLIZE YOUR MARKETPLACE system is a step-by-step program for innovating and marketing your company.  We’ll show you how to first, BE better than the competition and second, DO marketing better than the competition so that you become the obvious choice to do business with.  MYM On-Demand is the latest in eLearning technology featuring broadcast quality video, stereo quality sound, and fully-synchronized slides in a complete, interactive rich streaming multi-media presentation.  This is the first and ONLY online marketing resource of its kind.  It teaches you step-by-step how to enhance your marketing efforts through a proven method called the Monopolize Your Market System.  It shows you how to win more business and to make more money.  CLICK HERE to begin Monopolizing Your Marketplace Today!   <<< Previous Chapter RETURN To Table Of Contents Next Chapter >>>   This ebook is brought to you by: [={yourcompany}] email:     [={youremail}] web: [={yoururl}] phone: [={yourphone}] Copyright © 2005 MYM Marketing & MYMOn-Demand.com. All rights reserved. This publication is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. © COPYRIGHT 2005 ALL RIGHTS RESERVED WWW.MYMONDEMAND.COM