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Central Scotland | amackie@sandler.com

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As a sales training company based in Glasgow, we take part in many local business events. One thing we've noticed is that in Scotland, there are still too many misconceptions about sales training. Some might be valid; however, these misconceptions may be a major roadblock to reaching the business goals.

Here are 3 common misconceptions about sales training, and our take on it: 

1. Sales Training Doesn’t Work

This is a commonly held belief among many Business Leaders. Since most of them are referring to a single, quick-fix event – it’s true. People wouldn’t expect to learn a language in a one or a two-day training course. Why is it different for sales training? Single sales training days simply provide salespeople with a few tricks and techniques. The effect of those wears out within days.

Sales training works - only if it is built around the concept of reinforcement, accountability and coaching.

Being good at sales means having a system as well as being good at listening, understanding and communicating well with the prospect. These skills can’t be developed in a day or two.

2. Sales Training is all about learning how to handle objections and stalls.

Objection and stall handling is something that fits with the way business was conducted in the 40s and 50s. Yet, even today so many people still practise these outdated and ineffective methods.

Bullying the prospect into buying a product does not result in profitable and long-term business relationship. Salespeople who push for the sale only annoy the prospect. The prospect eventually goes into a hide mode and is never heard from again. Great salespeople champion an honest, transparent and no-nonsense approach. They know how to put their prospect at ease, become prospect's trusted advisor and sell more – and more easily.

3. Product Training is more important than sales training

Product training can replace sales training. After all, the more salespeople know about the product the better, right? Wrong. Salespeople aren’t walking brochures! The Internet has made it possible for anyone to see the product information. Salespeople who endlessly list features of their products annoy prospects.

A salesperson's job is to listen and understand the prospect’s needs. They use this knowledge to identify if and how their product can address and solve prospect’s needs. Great salespeople develop these skills over time, with on-going coaching and reinforcement.

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