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Developing Selling Skills
Tom Fox
Fox Sales Coaching
Put a system in place to consistently develop people
Transform the sales culture of your company
Increase sales / share
Job satisfaction / loyalty
Objective
Never been more important to effectively connect with your accounts (EMPATHY) so we understand how Covid-19 has impacted their situation – will build longer term relationships
Objective # 2
Leadership
Culture
Vision / Mission / Values
Developing a Transformation plan
Topics
"Wherever you find excellence, you find continuous learning. They go hand in hand. Wherever you find that continuous learning is missing, you find mediocrity."
"Resisting Happiness” by Matthew
Kelly
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_____________________________________________
_____________________________________________
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Why Does training Often Not Work?
Hard to take our team off the street
Following up to reinforce is hard
It’s more important to hit the #’s / focus on performance
Developing people isn’t cultural in our industry
Cost – spending more on developing people than ever before
Why Does training Often Not Work/happen?
What’s your most important asset?
Building
Brands
Equipment
People (largest expense & greatest competitive advantage)
How do you feel about:
Relationship Selling?
Relationship Selling?
Question: What is a 1-word Definition of Leadership:
Answer:_________________________________
Leadership - Culture
Question: 1-word definition of Leadership:
Answer: INFLUENCE
“Leadership is an influence process. When you are a leader you work with people to help them accomplish their goals and the goals of the organization.”
Leadership - Culture
Question: Leaders influence what?:
Answer:
1. _____________________________
2. _____________________________
Leadership - Culture
Answer:
1. Attitudea. Buy inb. They’ll do it even when no one is
watching2. Behavior
a. Skill / technique developmentb. Effort
Leaders Influence what?
Question: What is the definition of culture?
Answer:
____________________________________
____________________________________
Sales Leadership - Culture
Question: What is the definition of culture?
Answer:
Culture is the BEHAVIOR leaders EXHIBITand the BEHAVIOR they TOLERATE
Leadership - Culture
Question: What have we tolerated from our employee’s and what affect has it had on our culture?
Answer:
____________________________________
____________________________________
Sales Leadership - Culture
EXPOSURE
GAIN UNDERSTANDING
DEVELOP SKILLS
BECOME AN EXPERT
What
Why
Influencing Behavior &
Attitudes Occurs In Stages
Process Accelerates With Frequent “Exposures”
And Two-Way Coaching Conversations
Performance Vs. Behavior / ProcessWhat Do Leaders Discuss w/the Team?
Performance
1. Sales Volume
2. Distribution
3. Promotion Execution
4. Merchandising
5. Quality
6. Pricing
Capabilities
1. Listening
2. Uncovering Retailer Needs
3. Empathy
4. Trade Math
5. Features & Benefits
6. Overcoming Objections
What is a coach expected to do?
1._____________________________
2._____________________________
3._____________________________
Effective Sales Coaching
Leaders must bring the following to the culture:
1. Execute Company Mission / Values
2. Developing People
3. Drive Top Performance
Effective Coaching / Leadership
Does your organization:
1. Have a published Vision / Mission / Values?
2. Are the VMV discussed often (describes your culture)?
3. Do you have a published “Sales Process” that your team understands and follow? Is it cultural?
4. Do you have a published “Sales Coaching Process”?
5. How professional is your sales team? Do many rely on relationship selling?
6. Have you certified your sales reps / managers?
▪
Putting Together A Sales Culture Transformation Plan
1. Knowledge
What does your team know? Vocabulary? Importance of needs based selling?
Do they know the steps to sell effectively?
Your companies Vision, Mission and Values?
2. Ability - What is your team capable of doing / demonstrating?
Mastery of the steps to a sales call?
Managers: how to observe, coach and course correct sales behaviors?
3. Attitude – is the team buying in to continuous improvement? Open to Empathy?
▪
Certification is the key
PROFITS Is An Effective Way Of Selling
1. P Prepare For The Sales Call
2. R Recon – Survey Outlets For Opportunities
3. O Ongoing Confirmation Of Customer’s needs
4. F Flawless Sales Presentation
5. I Iron Out All Customer Objections
6. T Thank You – Close The Sale
7. S Service – Ensuring Execution
PROFITS Sales Process
PROFITS Sales Coaching ProcessGOALS & RISE
Pre-Call - GOALS:
G. Goals of this call?
O. Ongoing customer need?
A. Align features & benefits?
L. Likely objections?
S. State the role you’ll play
Post Call - RISE:
R. Results of the call?
I. Impressions – Self assessment?
S. Show me how you’d do it differently
E. Empathetic check in for understanding
ONLINE COURSES
Self-directed digital learning
level sets the team with common
language and process, for
onboarding purposes and
ongoing staff development –
reinforces classroom training
CLASSROOM
Classroom trainings is a
powerful and necessary
component of developing
people
ON THE JOB
Work-with coaching guidance for
managers and leadership to
develop their sales teams.
TEAM MEETINGS
Monthly training workshops
during team meetings.
ONLINE SUPPORT
Monthly webinars.
Power Of Blended Learning
Classroom Training
1. Still the most effective
2. Most interactive / practice
3. Hard to do more than 1 or 2 X annually
4. Expensive
On The Job / Work With
1. Reinforces classroom lessons
2. Frequent feedback = growth
3. Score store & behavior
4. Do your managers know how?
5. Is coaching cultural?
Blended learning – key to continuous learning
Blended learning – key to continuous learning
Online Training
1. Allows for flexibility
2. Mobile devices = lifestyle
3. Reinforces classroom trgn
4. Team learns at their own pace
5. A resource your team can access constantly
Onboarding
1. Set expectations on day-1 that learning is cultural
2. Expose team to selling process, (7 hours of learning)
3. Learn important vocabulary
4. Have a subject matter expert mentor / train new hires
Blended learning – key to continuous learning
Team Meetings
1. 1 X a month (doable)
2. 15-30 minutes workshops
3. Need to provide templates
4. Need to provide training to managers so they know how to effectively facilitate
5. Sets the stage for continuous learning
Other Ideas
1. Webinars are available
2. Book club
Hard to take our team off the street
Following up to reinforce is hard
It’s more important to hit the #’s / focus on performance
Developing people isn’t cultural in our industry
Cost – spending more on developing people than ever before
Why Does training Often Not Work/happen?
