News: Performance Management
Sales training 'must establish objectives for each conversation'
13 March 2009
Sales training must emphasise the importance of establishing a clear objective for each customer conversation which takes place, an expert asserts.
Mark Cook, author of Sales Blazes and Leading Client Growth, tells Manage Smarter it is crucial for members of these teams to identify the problem they hope will be resolved.
He emphasises the importance of leading discussions, suggesting this is one of the three reoccurring values among high-growth firms.
This can allow members of sales teams to communicate their objectives through voice, tone and body language in a way words cannot.
Mr Cook tells the news provider: "I've found a client's well-defined strategy aligns people like a magnet brought close to steel shavings."
He highlights strategy and describes developing this as important as it can help secure sales from even reluctant clients.
Tom Aley, senior vice president and managing director of Dow Jones Business and Relationship Intelligence, recently told the news provider that sales training should teach selectivity towards clients, as this is the key to performance.
