We have all seen the sales graph with its characteristic peaks and troughs, which often reflect the natural fluctuations in consumer demand over time. These variations can be influenced by a multitude of factors, including seasonality, where certain times of the year—such as holidays or back-to-school periods—see a surge in sales, while other times may experience a significant dip. Additionally, major events, whether they be economic shifts, cultural phenomena, or even global crises, can dramatically alter consumer behavior and purchasing patterns. Furthermore, product launches can create excitement and anticipation that lead to temporary spikes in sales figures, as customers rush to acquire the latest offerings. However, amidst all these considerations, we often overlook a critical element that can significantly influence these sales dynamics: training. This encompasses not only the training of sales personnel but also the ongoing development of product knowledge, customer service skills, and sales techniques. When we invest in comprehensive training programs, we are essentially equipping our teams with the tools and confidence they need to effectively engage with customers and convert inquiries into sales. Training can lead to improved performance and greater employee motivation, which can directly translate into an enhanced customer experience. For instance, well-trained sales staff are more likely to understand the nuances of the products they are selling, enabling them to address customer questions and concerns with authority and assurance. This level of expertise can foster trust and encourage customers to make purchases, thus contributing to a positive upward trend in sales figures. Moreover, skilled employees are better positioned to identify and capitalize on emerging trends or shifts in consumer preferences, allowing businesses to adjust their strategies proactively rather than reactively. This agility can create the “bounce” effect that not only kick-starts a sales surge but also sustains momentum over time. By continuously refining training programs and ensuring that staff are up to date with the latest industry knowledge and sales techniques, organizations can create a culture of excellence that drives consistent growth. In summary, while we often focus on external factors that influence sales figures, it is crucial to recognize the significant impact that training can have on these metrics. By prioritizing the development of our teams, we can create a robust foundation that supports sustained sales growth and positions our businesses for long-term success. Investing in training is not merely an operational expense; it is a strategic initiative that can yield substantial dividends in the form of increased sales and improved customer satisfaction.

There is a great expression “a new broom sweeps clean” if you consider it, it’s a back handed compliment, suggesting that things will soon return to normal with the dirt back in the corners.

It’s not unusual for Companies to think this way about Sales Training.

Which is just so wrong.

The benefit of training is not only for today it’s to ensure our places in tomorrow and the future.

When Roger Federer became the number 1 tennis player in the world he was asked “how did you achieve it, and how do you ensure you stay there”?

His answer was both clear and concise, “to become number 1 you train for it, to stay there you train even more.”

He stayed at the top for a record of 302 weeks with 237 of them being consecutive, today at the grand old age of 35 approaching 36 he finds himself in the semi finals of a grand slam,

How?

He trained for it and he continues to train every day, he uses both internal and external trainers as he believes they can all bring something different to his game.

He also uses external trainers to train and refresh his every day coaching team.

So ask yourself this, how would you like your Sales team to be at the top of the game for 5 years, what impact would that have on your companies bottom line, your own budgets and of course bonus’s?

Do your sales team and sales management receive enough training or do you simply let them go through the same old motions?

Do you invest in your team, or just “take” from them?

Every time at VOS when we conduct sales trainings for our client’s, we know their sales figures will receive a significant upward bounce, the challenge being to keep the figures climbing onward and upwards.

We manage to achieve this by listening and engaging with people, if the team won’t engage with us the training is pointless, so we only train on what’s relevant and beneficial to them.

Imagine if Roger Federer’s coaches tried to get him lifting huge weights or training wearing iron suits and diving boots, it just wouldn't work and of course he would get rid of them, he needs to respect his trainers and then commit to them and their methods, then the results speak for themselves.

The point is this, you can never over train, providing it’s conducted correctly, and remember if a training course or sessions can have a positive bounce on your figures, why not commit too long term training, if you want to see that performance graph grow upwards, invest in your teams and use trainers both internal and external, and remember to train the managers as well as the sales teams.

Just think of Roger Federer

Created by Kevin Wash, VOS Consultants