Every week, in order to stay fresh as a sales training expert, I read a bunch of sales training related articles. Here are four of my favorites from this past week. I include a short comment about each article and would love to hear what you think about them as well!
How to Give a Killer Presentation by Chris Anderson (Curator of TED), Harvard Business Review
Sales Training Article Description: I’m convinced that giving a good talk is highly coachable. In a matter of hours, a speaker’s content and delivery can be transformed from muddled to mesmerizing. And while my team’s experience has focused on TED’s 18-minutes-or-shorter format, the lessons we’ve learned are surely useful to other presenters—whether it’s a CEO doing an IPO road show, a brand manager unveiling a new product, or a start-up pitching to VCs.
My Comment: Every person in sales should be using speaking as a tool to get in front of highly qualified prospects. This is advice from the experts at TED. Not to mention, this is very useful information when simply presenting to prospects—but don’t forget that a sales presentation should not come until later in the selling process.
Will Your Customer Evangelize You and Your Business by Shep Hyken, Hyken.com
Sales Training Article Description: One of the big lessons I have taught and preached over the years is about customer loyalty. In short, people think of loyalty as a customer for a lifetime, but it is really much simpler than that. It’s about the next time, every time. I even have a simple question that reinforces this concept, which I refer to as The Loyalty Question: Is what I’m doing right now going to get the customer to come back the next time he or she needs whatever it is that I sell?
My Comment: Sales people think far too little about how to keep their clients around forever. The hardest sale to make is always the first one. Shep’s great piece illustrates exactly how to change one’s mindset to think about how to behave in a way so that clients will become evangelists of your brand. A must-read for every sales person that wants to get more sales from their existing client-base.
Overcoming The Marketing-Sales Turf War: Six Strategies To Integration by Christine Moorman, Forbes
Sales Training Article Description: Marketing needs sales, and sales needs marketing. Unfortunately, “need” does not equate to a “successful partnership” between the two groups. Conflict and distrust are more common. Such a dynamic can hurt the bottom line, especially in companies that use sales groups to interface with their customers.
My Comment: I am continually amazed by the tension that arises between those in marketing and those in sales within an organization. This is ludicrous and must be settled in order to maximize a company’s growth. After all, sales and marketing are just two roots of the same tree, which serves as the feeding tube to any company. Very well-organized article with simple and actionable steps.
How to Motivate With Bonuses by Geoffrey James, Inc.com
Sales Training Article Description: Bonuses are probably the most misused tool in the management toolbox. Done correctly, bonuses can drive a team to excel; done poorly, they can actually discourage and dissatisfy employees . Here are the four rules for making certain that your bonus plan gets the results you want.
My Comment: So often, companies butcher their compensation plans with sales people. Nothing, and I mean nothing, can be more damaging to a company’s ability to motivate its sales team. These very simple strategies are a must-read for any manager or executive who is struggling with their comp plan.
So, those are the top four sales training articles of this week. What did you think? Please share below.
Compiled by Marc Wayshak, author of the book Game Plan Selling and a sales training expert.