In many businesses, there are sales teams that are responsible for the flow of new business, but many businesses forget about training and development for these essential staff members. They’ve trained them in the use of their system, to communicate effectively with clients and meet cold calling targets – and then they stop. What they’ve forgotten is one of the most beneficial forms of sales training: product training. Fortunately, there are outsourcing companies that specialise in this field, achieving measurable results through a combination of staff training and the outsourcing of experienced, fully trained staff members.
Even though this team knows what your product is and how it can be used, this general knowledge is simply not enough when it comes to truly realising the team’s potential.
Here is how product training works – and drives sales as a result:
- Increase customer loyalty. Customer loyalty is simply the relationship you build with consumers that stops them from looking at your competitor’s products. When a consumer speaks to a member of the sales team and he/she speaks about the product in-depth about it’s relevance to the consumer’s query, the consumer feels that your company is confident in your product – that it is reliable and high quality – and this makes them more likely to return to you again and again.
- Your sales team won’t make promises you can’t keep. It’s your sales team’s job to do whatever it takes to make a sale, but if they don’t know your products well enough, they could end up making promises that your company can’t keep. Although this may increase sales in the short term, the long-term effects will be that your products will be returned and your customers will complain about them not meeting their expectations. When your sales team can make promises that you can deliver on, it builds your company a reputation of honesty and quality – and customers will turn to you because they can trust you.
- Become a solutions provider. Selling a product is just the end result of a process – and to make that process more effective, training can turn your sales team into expert solutions providers. Often, today’s consumers will contact a salesperson with a problem they are experiencing rather than a specific product that that they are looking for. By knowing your products intimately, your sales team can suggest solutions that are a fit for that particular issue rather than selling a product that will be ineffective. This builds a consumer relationship that is based on trust and goodwill that converts directly into new sales.