Guide to Training your Salespeople

Teach customer-focused selling

Train your employees to take the time to get to know the customers, and anticipate their needs. Remember to focus on filling their needs, as opposed to just selling your products.

I recommend: Adopt a customer-focused selling culture for your business. Learn more about it at BusinessTown.

Set the stage for selling

The most important skill for a salesperson is not experience or talent – it's enthusiasm. Whether or not you choose to hire someone with sales experience, make sure you're working with outgoing, personable people who are truly enthusiastic about what they're selling.

I recommend: Check out Streetwise Tips on Face-to-Face Selling to learn how to make the right hiring decisions, and encourage enthusiasm. Go to Sales Idea of the Week List for several awesome approaches to sales.

Use a variety of training styles

Studies have shown that people have different learning styles, so it's up to you to offer different training resources for your staff. Try the DVDs, videos, and/or interactive tools.

I recommend: A great site offering a variety of training resources is Business Training Media. This link takes you directly to the tools designed specifically for the small business training needs – and the small business budget!

Get advice from

Jeffrey Gitomer's Little Red Book of Selling is a great little selling strategies handbook with useful advice for small businesses.

I recommend: Visit the Little Red Book of Selling Web site.

Try something new

Ask your staff for some new, creative ideas in selling, displaying, or marketing – you never know when you'll happen upon something new.

I recommend: Go to Total Selling Systems for 6 basic selling strategies, including appointment-setting, managing objections, and identifying (and then pursuing) prospects. The case studies include tools for you to use in evaluating your company's success with each strategy.