Part 3: During Sales Development Training, Teach Your Prospect’s Decision-Making Process

In Part 2 of this series, I talked about the "missing link" in most sales development and sales training programs–educating sellers on your targeted customers. Without that vital information, sellers flounder around, hoping to say something that will catch the decision maker's attention.

Most of my work as a sales strategist is in the area of new customer acquisition–a topic that I'm sure is near-and-dear to your heart.

In this Insight, I’m going to outline the four decisions your prospects go through and the sales development training needed in each area.

First Decision: To Invest Time

Right now, time is a decision maker's most precious commodity. In order for your salesperson to earn a spot on this person's already overloaded calendar, they need a pretty compelling reason. Plus, decision makers consider it the seller's responsibility to "connect."

In order for your salespeople to be effective with this decision, focus on the following sales development training:

• How to research prospects prior to the call.
• Crafting powerful value propositions, detailing business outcomes.
• Preparing a highly relevant series of messages.
• Explaining what your company does in a customer-focused manner.

Second Decision: To Initiate Change

Customers won't change unless they have a darn good reason to do so. After all, change requires even more work and they're already strapped for time. The status quo reigns supreme–that is, unless a seller can show the decision maker there's a much better way.

To get customers to decide that change is essential, focus on the following in your sales development program:

• Determining the current situation and desired future state.
• Identifying issues, challenges, problem areas and gaps needing closure.
• Uncovering the business ramifications of the status quo.
• Engaging the client in building a business case for change.

Third Decision: To Select a Resource

As the customer is trying to determine the best route forward, they invariably feel compelled to look at the multiple options they can use to best meet their needs. They look at your competitors as well as doing it themselves.

To increase your likelihood of winning their business, focus your sales training on:

• The value of your primary differentiators in addressing their needs.
• Giving engaging presentations, highlighting your strengths.
• Writing proposals that net out the business value of working with your company.

Fourth Decision: To Grow a Relationship

Getting your foot in the door with one order does not guarantee an ongoing relationship. Customers need to feel good about their choices before they're willing to expand their work with your company.

Sales development training for this final decision should focus on:

• Ensuring a successful implementation–that all goes well in the first few months.
• Documenting the results attained from using your product, service or solution.
• Looking for other issues and challenges that need addressing.

How does your company stack up right now? Are you giving your salespeople what they need to be effective? Or, can you do better?

Investing in sales force development is the smartest thing you can do. It makes that big of difference in your sales results.

Don't be penny wise and pound foolish, saying it's too costly. Without good sales development training, your salespeople will continually struggle. You'll be replacing one failed seller with another, then another.

That sure makes growing a company a whole lot harder!

Right now, time is a decision maker's most precious commodity. In order for your salesperson to earn a spot on this person's already overloaded calendar, they need a pretty compelling reason.