Tag Archives: critical to quality

Effective Sales Training

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I want to discuss what I see as 4 critical to quality aspects of sales training.

  • Tap into existing team’s knowledge and skills
  • Have frequent, periodic, training
  • Measure sales performance
  • Try different sales training strategies

You don’t teach a child to ride a bike by riding around yourself while they watch. You have to get the child on the bike with your support and advice.  Effective sales training is handled the same way.

Most professional sales training providers teach sales strategy at the 30,000 foot level. Though this might be helpful to the sales management team, it isn’t very helpful for the individual sales people. Each sales person has different skills and knowledge, strengths and deficiencies. Teaching at the 30,000 foot level will not be effective in addressing this uneven terrain, which exists at the 10 foot level.  To be fair, an outside sales trainer does not have the time or resources to leverage this knowledge into their training program.

Bringing in an outside sales training professional is not a bad idea if you are targeting the correct people in your organization. The right people will probably be your sales management team, in a train the trainer approach.  In other words, teaching your sales management team how to teach sales. This approach leverages the sales training professional’s knowledge into your organization’s sales domain knowledge so that it can be brought to bear over the long haul instead of over a brief training session.

Actually, the best available resources to teach the individual sales people in your organization are your own most skilled and knowledgeable sales people. Leveraging their knowledge with that of the business’s sales domain knowledge is a potent way to develop your sales staff.

Training should be done periodically and often. This training is part refresher training and part skill development training.  A well managed sales team is like a well maintained hedge.  When maintained daily and carefully, the hedge stays attractive. But, if you neglect it, it will grow out of control and lose its beauty. Additionally, if after neglect you try to rein it in, you may kill it. Having frequent, periodic, training for you sales team will keep the team focused, nimble and effective. We have a sales training hour every Wednesday morning at 8:00 AM. We also have an hour of standardization training every other week in small groups.

Measuring performance sounds easier than it actually is. Are you measuring the right things and are your measurements accurate? Bernie Smith has made a post on this blog titled, “Measuring Things? Here’s a Way to Scare Yourself”.  This is good piece and should be read by anyone who is in the measuring business. Check out Bernie’s blog at “madetomeasureKPIs.com”. The key is this; make sure that the measurements you use to gauge your sales team’s performance, incentivizes them to do the things you want done. For example, closing percentage targets are easy to make if you are giving margin away. Profit margin per sale is easy to make if closing percentage is not important.

Not everyone learns the same way. Some learn best by seeing, some by hearing, and just about everyone by doing. What this means is that sending email, giving away books, and talking are never going to be enough.  No matter how you approach a particular training session, always include “doing” as part of the learning process. By changing the learning media from time to time, as well as the trainer, the learning process stays fresh.  A while back I wrote a sales tip on the bathroom mirror at the office. It only took minutes for the message to get around. It was new and fresh, and the sales staff was eager to share the tip. I waited two weeks and changed the message.  The change was not noticed for several days. The original tip became old and stale, which lead to the sales staff ignoring it. When I changed the message, no one was paying attention to what was written on the mirror anymore.

Here is the key tip regarding training anyone to do anything. People need coaching, not programming. Trainees need information that is relevant to them, fresh, and requires practice to integrate into their personal processes.

If you Aren’t Measuring It You Aren’t Managing It

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A favorite axiom in management is, “If you aren’t measuring it, you aren’t managing it”. Just as driving a car with your eyes closed will result in disaster, running a business without some sort of performance feedback will result in business disaster.

The collection and use of data is important because things are rarely what they seem to be. Data helps us separate what is really happening from what we think is happening (or what we want to be happening). When we make decisions based on how things feel or how they have always been, we are operating in the “as we think it is” world. This is a prescription for disaster. The successful business operates in the real world. We call this the “as-is” world.

The measure phase of a Six Sigma process improvement project focuses on characterizing the current performance of a business process, which is the current reality. In this phase, the Six Sigma project team is trying to accomplish two things. First is to establish an “as-is” performance measurement for the process. Second, is to use the data to begin looking for potential causes of defects.

Some of the important activities of the Measure phase are:

  • Developing a data collection plan and following it
  • Performing a measurement system analysis
  • Calculating performance indicators for the process from the data collected
  • Control charting

The objective is to measure the process’ impact on the customer’s CTQ (Critical to Quality) issues. The result is the characterization of the process’ performance from the customer’s perspective. This becomes the process’ story in the “as-is” world.

You Are What You Expect

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What you expect from others becomes the minimum you will accept from others.

There are certain aspects of human nature that are predictable and usable by marketers. These behaviors occur whether we are aware of them or not. One of these is shopper/customer expectation behavior. When we tell a sales person what we expect, we are really telling them the minimum acceptable performance required for us to buy. In Six Sigma this becomes a critical to quality concern.

Whether you are in sales, Six Sigma or a relationship, knowing the expectations of the other party allows you to know the minimum level of performance expected. People who operate at or below this expected level are probably going to fail.

If you what to succeed in business and have quality relationships, exceeding expectations should be your goal. In life, we cannot always control our circumstances, but we can always control our effort.

What you expect from yourself becomes the maximum effort you will put forth.

A few years back, when the Orlando Magic played the Houston Rockets for the NBA championship, the series was a blow out. The Magic had a great season and talked consistently about “playing for the championship”. They accomplished that goal, which seemed to be the target of their season. The problem is that they played poorly in the championship series and were embarrassed by being swept. They met their expectations and could go no further.

This is another one of those unconscious behaviors mentioned above. When you set expectations for yourself, you have also set a target for your effort. This is why you should not set your expectations too low, or unreasonably high. Goal setting is a progressive thing. The healthy pattern is to set expectations that you know will change once you reach them. The satisfied person is also a stationary or static person. Becoming satisfied will stop your forward momentum.

Look at it from the good, better, best approach. If you believe that “good” is good enough, you are a minimalist and failure will plague you. If you think in the better category, that just makes you average, and though you have a somewhat higher probability of success, true excellence escapes you. When you think in the best category, you have the highest probability of success and excellence comes to define your efforts.