We often hear the expression he/she is a ‘natural salesman’ which usually means that the person is confident and has some easily recognisable social skills. However, it is rare for someone to possess the full range of skills that they need to maximize their potential. For example, some people are excellent at managing existing customers but hate ‘cold-calling’ for new accounts. Some sales people want to be liked by their customers so much, that they don’t know how to negotiate higher prices or how to say ‘No’ in a way that doesn’t damage the relationship. These are all techniques and skills that can be taught and which can have a profound impact on performance.
The world is moving away from old, fashioned ‘hard selling’ to solution sales, in which you have to understand the customer’s challenges and how your products or services can help solve their problems. The power of questioning rather than talking is becoming a key part of any sales call. Similarly, there is often a point at which other parties, such as technical pre-sales or finance, need to be brought into the process and the Account Manager has to learn how to manage this process. Sales and account management training helps your team in developing deeper and more profitable relationships with your accounts and can play a key role in increasing the profitability and lifetime value of your customer base.