Training your sales team has always been vitally important so that everyone is on the same page and can do great work, but do you really know how to do it? And if you're already in this process, does your team understand what you explain to them?
Below are some tips from experts like Sunny Sandhu, Director of Sales Development at Guru, and Ryan McRae, go-to-market enablement sales trainer at HubSpot, to help you make your training 100% successful.
1. Start With “Why?”
When we reached out to Sunny Sandhu, Director of Sales Development at Guru, he said, “You should explain why a process or topic is important, specifically addressing the positive outcome it creates for the team. Giving that kind of context motivates your team to improve and reinforce their skills, equips them with the tools to thrive in the short term and ultimately helps their professional development in the future.”
2. Teach, Show, Do.
Sandhu also spoke about the value of leveraging a “teach-show-do” framework when training reps.
“Start with ‘teach.’ When a rep is struggling with a topic, you explain it to them conceptually, breaking it down, walking them through it step by step and asking them questions along the way to make sure they're understanding.
Then move on to 'show,' making use of resources like videos, calls, recordings, emails and outreach from other reps. And as you did before, make sure to ask them questions.
Finally, 'do,' which means executing the concept themselves. You make those role-play sessions more involved and realistic, or you have them dive in and make real calls, videos, meetings or emails.”
3. Commit to Repetition.
Sandhu also emphasized how managers should commit to repetition when training their reps. That's why you need to reinforce key topics through constant repetition. If they are struggling with a topic or process, explain it in a different way: simplify what you say and provide analogies to connect the dots.
“If a team member is particularly strong in the area you're trying to address, point your rep in their direction so some of their questions get answered.”
4. Make Eye Contact.
Ryan McRae, go-to-market enablement sales trainer at HubSpot, also spoke on this topic and highlighted that a key point is the value of eye contact.
“We want to make eye contact in our Zoom meetings, even if we're hundreds of miles away. Post-its are your best friends. I tend to look at my Zoom while I present so it doesn't look like I'm making eye contact.”
5. Play “Walkup Songs.”
McRae also offered another approach. He said, “If you're going to meet with a group regularly, ask them to send in their ‘walkup song,’ a song that empowers them! Then, using a music app, make a ‘Walkup Soundtrack’ with all their songs. At the start of the next meeting, play one of the songs and highlight the person who sent it!”
6. Follow Up With Support.
McRae also stressed the importance of this: “Most of the time, students can't grasp or understand what you're trying to teach them, and they need more practice. ‘Most high-performing students practice this skill. If you want to put time on my calendar, 30 minutes, feel free. I'd love to practice this.’”
7. Have Some Fun.
McRae spoke about the importance of fun and lightheartedness in the context of sales training. “If you can make someone laugh, tell a story about how you messed something up, lighten the mood or play a little, students will be more engaged. Engagement is simply entertainment plus education.”
Types of Sales Training Methods
1. Role-Playing
Dry runs for prospect interactions through role-playing. In some cases, the manager may play the prospect, but some choose to have several reps play both sides of the conversation.
2. On-the-Job Training
With on-the-job training, managers can personally guide reps through the ins and outs of their professional responsibilities or delegate more experienced reps to show newer salespeople the ropes.
3. Sales Manuals
In those cases, having a detailed manual that salespeople can refer to can be an effective way to train them and guide them through the nuances of your sales process.
4. Programs and Seminars
Many sales leaders have their reps attend programs and seminars: off-site courses and workshops that offer insight into sales techniques that managers might not be able to convey on their own.
Conclusion
Sales training is a process you need to feel out for yourself, one in which you incorporate other people's techniques and discover some of your own as you go. The way you choose to train salespeople will be specific to your reps' individual needs, your strengths as a manager, the information you need to convey and the skills your team needs to develop.
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