There are specific traits that skilled salespeople possess in order to build strong relationships with prospects or clients.

They create a great client experience by providing value, asking the right questions, listening to understand, and demonstrating patience.

Client service or selling, what is the difference? If you will think for a moment about your own buying experiences. When I shop on Amazon, I actually now look for the recommended and related items and often will purchase them. Recently I was at a big box store making a tech purchase and had the benefit of working with a great salesperson who asked all the right questions to steer me to the right item. Ray (the salesman) didn’t “sell” me the item, however, he did help me explore what features I needed and provided options. With his knowledgeable questions, Ray helped me come to the right choice and purchase decision. Some may call this service, but this is really selling because service is in the heart of all great salespeople.

I am going to borrow from the wonderful book Go-Givers Sell More by Bob Burg & John David Mann for this post. Bob and John David have identified The Five Laws of Stratospheric Success and these include: The Law of Value, The Law of Compensation, The Law of Influence, The Law of Authenticity, and The Law of Receptivity

Let’s look at the Law of Value first. Here is what Bob and John David say about that: Your true worth is determined by how much more you give in value than you take in payment. Now that is a wonderful definition. In addition, we know from our sales data source Objective Management Group that there are specific traits that skilled salespeople demonstrate when they build value for a prospect or client and these are:

• Focused on value over price
• Knows & believes in their value
• Comfortable discussing money
• Always positions value
• Sales process supports value
• Learns why prospects will buy
• Asks enough & great questions
• Avoids making assumptions
• Not compelled to provide a term sheet

Think about your own best salespeople. Do they build a great client experience because they ask enough of the right great questions and do not assume anything? Value-based selling is trainable and should be a focus for your organization’s customized sales training in the future.

Let’s look at one more of Bob and John David’s Five Laws – The Law of Influence, which they describe as; Your influence is determined by how abundantly you place other people’s interests first. All organizations recognize that the days of showing up with your box of products are over, in large part because the buying process is in the hands of the prospect now. So, if everything can be found online, how do you differentiate as a banker or an insurance or investment advisor? Consultative sellers put other people’s interests first with their core selling skills and behaviors. Borrowing from our 30+ year sales data warehouse again, here are the skills and traits of consultative and caring salespeople:

• Able to stay in the moment
• Uncovers compelling reasons to buy
• Able to listen/ask with ease
• Will build trust
• Able to ask tough questions
• Takes nothing for granted
• Has appropriate amount of patience
• Develops strong relationships
• Presents at the right time
• Has a healthy skepticism

How good are your client-facing people with listening with ease and demonstrating the appropriate amount of patience? Are they building relationships or are they taking care of the transaction at hand?

As you evaluate your sales team and your client servicing, it makes sense to think about how your sales process integrates with a great client experience. According to Bob and John David, “Selling is not at its core a business transaction; it is first and foremost the forging of a human connection.”

In my 40+ years in and around sales training, I have experienced many different sales training methodologies either as a participant or facilitator and now as a marketer.

There are many good training programs out there, some of them free and virtual, but there are three key things that differentiate professional sales training that will "stick".

Professional Sales Training Tips

Professional sales training begins with the most basic of skills. Professional sales reps are trained to establish relationships, listen attentively and ask good questions that allow them to understand their customers' needs. Professional salespeople tend to be very personable, enthusiastic, and empathetic.

When hiring new sales representatives it is important for companies to provide effective training programs.  Here at Anthony Cole Training Group, we offer online sales training courses and a suite of sales training programs that can help grow and scale your sales team's operations.

#1 Systems

First, it must be systematic.

Any organization (including ours!) can come in and do a keynote or workshop and address a sales or sales management skill to get your team revved up.

But that approach is short-lived, and while your salespeople may get something out of it, they likely will not change sales behavior long term.

Professional sales training that has an impact must have a process.

For example, if your company needs to find more leads, create more outreaches and prospects, then you must implement a system to introduce desired behaviors, coach to improve skills, and inspect activity.

In our organization (we call our prospect's "ducks") we have a goal and track how many duck calls and appointments we have daily, weekly, and monthly.

Our CGO then coaches to that behavior using weekly huddles and 1-on-1 coaching time.

The duck tracking is shared with the entire sales and management team so that all activity is transparent.

Without a doubt, when we implement, coach, and track this activity, our pipeline of qualified prospects goes up.

#2 Customizable

The second key is that effective professional sales training is customized.

You can certainly learn some basic sales skills from a one-size-fits-all selling system, but today's buyer is informed and more sophisticated.

Today, salespeople must be more consultative, starting with a deeper understanding of their prospect’s business, their concerns, and what is getting in the way of their growth.

So professional sales training is most effective when it addresses the nuances of certain industries.

For example, we work with many community banks so we must understand that many banks are dealing with compressed margins, are flush with deposits, and must attract loan portfolios to maintain profits.

When we understand what is driving the business, we can ask the right questions to understand what is on the hearts and minds of our community bank CEOs.

That way we can better provide input and potential recommendations to help them.

If you are evaluating professional sales training, make sure it is customizable to your industry.

#3 Leadership

The third key to professional sales training is your leadership.

We have the benefit of working with a super-regional bank who, many years ago, told us about the money they had spent over the years on sales training, wasted.

They had determined that without top-level leadership, and skilled sales management, the sales training would not stick or change behavior.

Probably the most important key to professional sales training is that the Leader is involved, understands their role as steward, and inspector of adoption – we call this the Shadow of the Leader.

Starting with an evaluation to understand specific sales management skills, a professional sales training program should begin with sales managers, helping them with the essential skills of performance management, coaching, motivating, recruiting, and coaching an effective sales approach.

Once your organization has that in place, only then should you implement a sales training program.

If your company is looking for a team of certified sales coaches and trainers, contact us today to start perfecting your sales process.

Check out our related pages and see how we can help your sales team grow.

Sales management training

Our sales training approach 

Online sales resources

We talk to hundreds of community banks a month about their growth plans and how they are doing against their target production goals. Typically, they fall into one of two cultural categories: Service or Selling. We know right away if a bank CEO is OK with the concept of their people selling. They expect their managers to lead sales, they have sales metrics in place and they are comfortable with the idea of developing the sales skills of their frontline people. They are in the community selling the bank themselves every day. They recognize that their relationship managers or lenders or business development people’s primary responsibility is selling. Sometimes that selling is by developing additional relationships with a current client but it also includes bringing in new client names and companies. It always involves putting the client’s needs, goals and preferences first. These bank CEOs must grow their banks and they know that a banking sales training approach will help them by putting a structure in place for all to follow.

Here are 5 things to consider if your bank is thinking about a more effective banking sales training approach:

1. Do some soul searching. Does your bank really need to know the answers to questions like; What are our current sales capabilities? How motivated are our salespeople and how are they motivated? Can we generate more business? Can we be better at reaching actual decision-makers? Can we shorten our sales cycle? Can we sell more consultatively? If so, time to look for a better banking sales training approach. Check out these 19 questions to help.
2. It is hard to fix something you cannot see. In order to have a more effective banking sales training approach, you will need to take a peek beneath the hood, meaning that you must evaluate your sales team, managers, and salespeople. We utilize the #1 sales assessment in the world with our clients which provides them with information about the Will to Sell (and Manage), Sales DNA, and Sales Competencies of their people. You must have an X-ray to develop the treatment plan. Your evaluation should provide a clear picture of who to train, strengths and weaknesses, what priority areas of selling and sales management.
3. Start your banking sales training development plan with your Management team and put consistent sales management practices, sales systems, and processes in place. We recommend a 4-pillar Sales Managed Environment® program that will make your managers better at setting standards, motivating their sales team, coaching, and upgrading/recruiting. Get your sales leaders a few steps ahead of the sales team and then implement a consistent sales process for all your team to follow. This should complement and align with your CRM so that everyone is evaluated on a consistent approach and your deals can follow a stage-based process. We know from working with thousands of salespeople that “elite” salespeople always have a consistent selling approach.
4. People learn in different ways so make sure that your banking sales training program offers an integrated learning path with in-person, online modules, live virtual, video, online resources, and even phone coaching to talk about actual deals in the pipeline.
5. Keep an eye on progress because as the saying goes, you must inspect what you expect. We also call this the shadow of the leader. The banks that are successfully implementing a banking sales training approach are led by CEOs and sales execs who have a passion for growing and inspect sales behaviors and metrics regularly and celebrate the wins. No one can hide from the expectation that they must help grow the bank.