In the first place, as everybody is aware, the market is constantly changing and developing. The customers you have today are almost certainly not the same as those you had five or ten years ago, and if they are, their needs and expectations have certainly changed. Understanding your customers’ needs and expectations is one of the most basic requirements of successful selling. If you are not on your customers’ wavelength you simply cannot sell to them. Sales training workshops can provide a refresher course on the current state of the market in general, and on understanding your customers in particular.
Secondly, are you sure that your products or services are exactly the same as they were five years ago? If they are, your business is probably in the doldrums, with far too little research and development going on. If there has been product development, do your sales force have an in-depth understanding of your current product range, and more importantly, do they have pride and confidence in your products? If not, they will certainly not be able to interest anybody else. Sales workshops help provide a confidence booster where it is most needed.
Thirdly, selling techniques and skills are continually moving forward. If your sales force have not kept up to date with the latest selling strategies, your competition almost certainly has. In a competitive sales pitch to an important customer, who do you think is going to win? It will be obvious to your customers if your selling techniques are mired in the past. This is where sales training workshops can make a big difference very quickly.
There are two main styles of sales workshops. One type is held in a central venue and companies are invited to send representatives. Workshops of this kind are put on in major Australian cities like Sydney, Melbourne, Brisbane and Perth. The advantages of workshops of this type are the opportunities they give for those who attend to mix with their opposite numbers from other companies and exchange ideas.
Alternatively, these workshops can be held in-house, with a trainer or training team hired to spend a day or more with the staff. The big advantage of doing it this way is that the trainers can get to grips with the actual situation as it exists in the company. If there is a sales slump or a fall in profits, it should be possible to analyse exactly what is going wrong, and provide some solutions.
Sales workshops are important because, basically, nothing is more important than selling. If your sales force has grown stale and lost confidence – if they are not actually selling – there is not much point in any other sector of your business. Sales training workshops can reinvigorate your team, explode your profits, and thus improve the morale of the whole company.