And You Want Me To Improve My Sales Skills Because?
Question any business owner to sales professional how busy they are and you will hear usually in fantastic detail what is happening in their corner of the world. From non-communicative potential customers (a.k.a. prospects) to demanding sales managers to all those other family and friend commitments, the average sales person does grow to have a full plate.
Sometimes you may hear that they attended this conference or read that book, but usually personal or professional development is not actively discussed. But with information doubling every year, it would grow to make sense to at smallest amount increase one’s own knowledge, skills and attributes (talents) a small just to stay somewhat close to the business and market flow.
What is fascinating to note is some research from a variety of resources that visibly suggests if personal and professional development is not part of your sales action plot, it visibly should be.
In the December issue of Selling Power, a lot of white space was devoted to the state of change within the sales training industry for 2010. This article included numerous quotations from Ken Powell, the VP of sales learning and performance at ADP (a $9 billion business outsourcing provider).
Some of the insights from this knowledgeable sales chief included:
- Recognizing that excellent sales people will be recruited by more progressive companies
- Understanding the mind of the customer
- Integrating the millennials into the sales process
- Reorganization traditional sales training to a more dynamic (interactive) learning environment
The American Society for Testing and Development (ASTD) in their once a year report on sales training in 2009 (cosponsored by Intrepid Learning Solutions) also demonstrated the necessity for keeping abreast of what is happening in the market. Yet their research showed the accent was still on selling skills with very small use of Web 2.0, other online learning vehicles and mind-set development.
With all the accent on sales skills, it appears the results of applied knowledge still evade a lot of sales professionals. A survey on applied sales knowledge by National Sales Executive Association suggested the following:
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made on the 5th – 12th contact
The lack of results is recognized as a significant problem according to a survey of 6,000 sales professionals by Sales Performance International. With 50% of sales training being forgotten within the first 5 weeks, this may help to give reasons for why some sales professionals are loath to engage in professional development.
So agreed all this information, the logical question is why should I as a sales professional engage in personal or professional development? The simple answer is because you must be yet to be of the flow from market trends to talent development to specific marketing and selling skills otherwise you simply will not increase sales.
Since sales is truly about enticing a potential customer to buy your products or services, it makes sense to learn as much about how people make decisions. One of the best books to help you know how individuals make decisions based upon their own internal choice making process is Why Choose This Book by Read Montgue.
Yet there are some very real obstacles keeping some in sales from going forward with a development action plot. These obstacles grow to fall into 3 major categories or buckets.
Pail #1 is money. This can be overcome by subscribing to one or several free ezines that focus specifically on what self-leadership, marketing or selling skills you believe need to be reinforced or further developed. Additionally, numerous free tele-seminars are available. And do not forget the local library. Sales Training Coaching Tip: Amazon has Kindle software downloadable for free to your lap top or desk top computer. You do not need a Kindle to buy e-books offered at Amazon.
Pail #2 is time. Yet, this one, even though common, can be easily discounted with this question: Do you waste 12 minutes a day? Productivity research suggests there is at smallest amount one hour wasted per day in the 8 hour work schedule. So time is not the obstacle that some believe it to be.
Pail #3 is mind-set or what I believe is really beliefs. If someone truly does not want to do something, whatever it is will not be done. Sales Training Coaching Tip: The real question to be answered is not Do I know it, but Do I want to do it?
Personal and professional development in some cases does make people uncomfortable because this change forces them out of their comfort zones. Their egos must admit that new knowledge is necessary and let go with the ancient belief of “it ain’t broke why fix it?” Imagine if this belief was held by all. For example, legs were adequate for transporting people, yet people changed to horses, then to horses pulling wagons then to automobiles.
Change is not simple because of both beliefs and the actual functionality of the brain. Years ago I came across this small poem simply titled “The Comfort Zone” about change and recently saw it again. The instigator is unknown.
I used to have a comfort zone where I knew I would not fail.
The same four parapet and busy work were really more like jail.
I longed so much to do the things I had never done before,
but stayed surrounded by my comfort zone and paced the same ancient floor.
I said it did not matter that I was not doing much.
I said I did not care for things like commission checks and such.
I claimed to be so busy with things surrounded by my zone,
but deep surrounded by I longed for something special of my own.
I could not let my life go by just watching others win.
I held my breath, I stepped outside, and let the change commence.
I took a step and with new strength I had never felt before,
I kissed my comfort zone goodbye and closed and safe and sound the door.
If you are in a comfort zone, worried to venture out,
remember that all winners were at one time filled with doubt.
A step or two and words of praise can make your dreams come right.
Reach for your future with a smile; Success is there for you!
Ongoing learning and subsequently on the rise is necessary for any individual and especially critical for those in sales. If you wish to increase sales, then it is critical for you to establish a personal and professional development action plot (goal driven) to go you out of your comfort zone.
Ultimately this is all about the value you give to your customers and potential ones. Bottom line is if you choose not to grow, one of your competitors right now is reading another book on business or sales, attending a webinar or a professional workshop so he or she can be even if not yet to be of the flow and ultimately be the Red Jacket in the sea of gray suits.