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.

8 Misconceptions About Selling

Are you sometimes apprehensive about selling advertising time because of a negative self-view or poor community perception of selling? Let’s deal with the truth.

SUCCESSFUL SALES PEOPLE ARE AGGRESSIVE

The best salespeople are not aggressive, by the usual definition of that word. They are self-motivated, enthusiastic, personable, assertive, and persistent. The irritating pushiness that people tolerate as part of buying is the trademark of untrained, unprofessional salespeople. Elite salespeople in any field are sincere, knowledgeable, considerate, helpful but most important of all, empathetic.

GREAT SALES PEOPLE ARE BORN NOT MADE

Great salespeople are not born - they are trained. They bear a resemblance to elite athletes in that they may have character or natural qualities, which enhance their abilities. However willingness, desire, training, practice, and experience will enable anyone to reach an extraordinary level of successful sales performance.

A GOOD SALES PERSON CAN SELL YOU SOMETHING YOU DON’T WANT.

People buy to meet with their needs and wants - full stop. You cannot sell something to someone who does not want to buy. A radio salesperson can help an advertiser to identify his or her needs and wants, but people only buy when they believe the advertising schedule they are being offered will fulfill their desires. Selling is not about pushing or pressurizing a prospect into buying something for which they have no use or desire.

SELLING IS SOMETHING YOU DO TO PEOPLE

Selling is something you do with people, not something you do to them. A sales presentation should be conversational in style. It should be relaxed and not threatening. Advertisers need information and need you for guidance and advice.

You should be helpful and supportive as your prospect considers your advertising solution and moves toward a decision.

SELLING SOMETIMES NEEDS YOU TO COMPROMISE YOUR ETHICS

You should be motivated only by the desire to satisfy your client’s needs and wants. Radio sales professionals should always place their client's best interests ahead of their own. Trust is an essential element in any successful sales relationship and a radio-sales professional should never compromise his or her integrity to achieve success.

PEOPLE DO NOT TRUST OR LIKE SALES PEOPLE

The truth is people do not like or trust poorly trained, poorly informed, ineffective 'salespeople'. People will often share stories about unethical and pushy salespeople, but in the next breath they praise the experience of dealing with their stockbroker, real-estate agent, or motor vehicle dealer. They say, "She's different, you can trust her." Today's advertiser wants sales service they can trust and rely on, and they will remain loyal to salespeople who provide it.

TO BE EFFECTIVE IN SALES YOU MUST ADOPT A NEW PERSONALITY

The more open you are with your client, the more you reveal who you are, the less you try to role play an imagined sales personality, the more effective you will be. Just be you. The more you share your values, feelings and experiences with your clients the more comfortable they will become.

MARKETING IS REPLACING SELLING

Selling is part of the marketing process. Sometimes, radio sales professional’s use the term 'marketing' instead of selling, believing it is more acceptable. There is also a mistaken belief that marketing can replace selling and eliminate the need for direct selling. This may be true for some products or services where the salesperson acts simply as an order taker. For radio stations however, direct selling is a necessary and valuable part of the stations marketing strategy.

Email this article to someone

Sales Training