Did you know that almost one out every four professional sales people fail because they lack proper sales training? And that over 50% of sales managers do not have time to adequately train their sales people? Based on my observations, many more managers are not really sure how to teach selling skills to their sales staffs or exactly what type of skills they should be training them on - primarily because they did not receive much training either.

Selling is not difficult. We just make it seem that way.

I must admit, though, that there is not much out there to instruct sales managers on what to teach and, more importantly, how to teach it. Maybe I will write another book. But in lieu of that, let me share a few thoughts on how to make selling not that difficult.

I have conducted a number of selling technique workshops for companies using a "things to do" list as a basis for the workshops. Prior to the event, I would give each attendee a list of eight things to do in advance and ask them to come prepared with their responses. In each instance, what resulted was the realization from company executives that they and their sales organization had some work to do if they really wanted to acheive selling success. It gave them a plan that simply made selling less difficult.

Here is my things to do list with some observations as to how the attendees performed.

1. In a short paragraph, describe what your company does. (Some responded with one sentence that told very little about what their company actually did. Others wrote multiple paragraphs that confused rather than clarified. The ensuing exercise to collectively develop a 3-4 sentence paragraph that captured a differentiating perspective of the company proved to be quite enlightening to all.)
2. Name your most important product or service and list two major features and related benefits. (Even though much has been written about features and benefits, not many sales people really know how to articulate and use them. Our workshops changed that.)
3. State three reasons why I should buy from your company. (My favorite question. Boy, how they struggled with this one. A reply such as "we have superior customer service" just didn't cut it.)
4. Prove it. (Listing three reasons was hard enough on them. Asking them to prove it was tougher.)
5. Write down one question you ask that helps you determine or identify a potential customer's need. (Groups, collectively, did pretty well on this one. And each one learned a little bit from the others. All walked away with a series of questions that could help them gather valuable information and learn about their prospect.)
6. Bring three written testimonials with you. (I am always amazed at how little testimonials are used by sales people. Most didn't have three.)
7. Write down how many referrals you obtained last week and what you did with them. (I am always amazed a how few referrals sales people ask for, and how many of them simply don't know how to obtain referrals.)
8. Write down your most effective closing statement. (Very few sales people have a closing statement that is specific, yet respectful and collaborative, they can use in "any" situation. The ensuing discussion was all about taking the "fear" out of asking for the order.

Eight things to do that will make selling seems less difficult. Makes for a great sales meeting. Maybe I'll write another book.