Sales Training

This page is a database of articles and downloadable white papers on many different aspects of sales training. You can search for any particular topic (e.g. "cold-calling") by typing it into the search box above the list of contents to the right. If you use the productivity tools in Connect (Calendar, Contacts, Workshop, Dashboard) you can use your dashboard results to see which areas of selling you have the most weak spots and then come to this page to find training resources to help you improve.

Know Your Quality Of Service

Dr. Leonard Barry at Texas A&M University tells us that customers use five factors to evaluate the quality of the service they receive from salespeople:
Reliability: Provide what you promise, and do it with dependability and accuracy.
Assurance: Display courtesy and knowledge; convey trust, competence and confidence.
Tangibles: Be sure your products and service are top notch.
Empathy: Give care and attention to each customer.
Responsiveness: Demonstrate that you’re willing to help your customer promptly.

Together, the first letter of these five factors spells the word “RATER.” If you’re into mnemonics, use this word to help you remember these five principles when you’re dealing with customers.

In order to remain reliable, keep the “service promise,” which means you keep your word and do what you say you will. If a promise is broken, or if the customer thinks one has been broken, apologize immediately. And whatever you do, don’t blame anyone. Simply admit there’s a problem, and find out what the customer needs from you now.

To convey assurance, show not only that you truly care, but also demonstrate your knowledge and skill. Show your customers you know what you are doing and that you care about them. Seek the customer’s trust by showing product knowledge, knowledge of the company, an ability to listen and a skill in solving problems. Offer your service with style, based on the way you present yourself and communicate with your customer.

To provide tangibles, make sure your presentation is executed well and gives the customer a chance to provide meaningful feedback.

To be empathic, regard and treat each customer as a unique individual. When you’re empathic, you show you understand and affirm the customer’s feelings, particularly when there’s a problem.

Be responsive in a timely fashion. Customers want a quick response. You may not have to solve the problem immediately, but you do have to address it to find out what the customer needs and when.

Adapted from Delivering Knock-Your-Socks-Off Service by Rom Zemke & Kristen Anderson. Source: The Selling Advantage, reproduced with permission form RadioInk.

Sales Training