Sales Training

Sales Training has been around for a year or two; in fact, over two thousand years!

Consider the Sales Training advice inherent in two Biblical stories; the Parable of the Sower and the Parable of the Fig Tree. For, in essence, here is the distilled wisdom that experienced sales people often have to learn the hard way.

The messages in these two stories are the basis of all Sales Training.

All selling is based on arithmetic because there is a relationship between the number of approaches and the number of sales. This is an historical fact going right back to Biblical times. However, if you’re skeptical, dig out the family Bible and read “The Parable of the Sower”…you’ll find it in the Gospel according to Mark.

Picture the scene some 2000 years ago – a primitive existence where seed was scattered from a basket by hand.

Inevitably, some fell on a path and was eaten by birds; some fell on stony ground and was blown away; some fell among weeds and choked as it grew; but some seed fell into good soil where it grew and bore much fruit, yielding 30%, 60% and even 100%...pretty much an ancient description of direct mail!

In Sales Training parlance, there is nothing new or magical about finding prospects – it’s hard graft but remember reaping always comes after sowing.

The “Parable of the Fig Tree” suggests you look hard at the sales person who is not performing and, like the fig tree, cultivate, nurture, develop and train. However, if eventually after much cultivation and tender loving care, there is no fruit - then regrettably the decision has to be made to chop it down and plant another tree.

2000 years later there are many and more sophisticated ways of “sowing” but the principle, hammered home by consistent Sales Training, remains the same. The more prospects you contact, the more times you tell your story, the more chance you have of converting a suspect into a prospect and a prospect into a customer.

If you do it often enough, the law of averages dictates you will find customers based on the number of approaches.

It certainly entails rigorous self-discipline day after day and week after week. Nevertheless “results” are the name of this particular game and, in the first instance, you’ll make up in numbers what you lack in skill. Over time, by Sales Training, study and application the skill factor increases and so does the conversion rate.

This truth is incontrovertible, but many supposed professional sales people still refuse to accept it.  Why?

Because, as an exceptionally wise man once observed:

Selling is Simple; not Easy, but Simple

and that, of course, means consistent sales training in well-planned prospecting activity.

Knowing what to do is the simple part of the equation – doing it, day after day, even though it’s easy, requires perseverance from a special kind of person…a person who is prepared to accept the discipline and will absorb all the Sales Training.

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• BBC News | Business | UK Edition