Sales Training Consulting

A sales training consulting firm specializes in advising clients on techniques and strategies to increase income from the sale of their products and services. To be profitable (and stay in business), companies need to sell their products or services for more than the costs associated with providing the products or services. The expenses include such categories as raw materials and inventory, office equipment and supplies, rent and utilities, employee salaries and benefits, and marketing. Even if the income from sales exceeds the expenses, the company owner or management team may seek professional advice to increase that income and provide additional cash for expansion or other goals. This is an excellent example of the old saying that it takes money to make money. Though the fees for a reputable and carefully selected consultant or training firm may seem expensive, the measurable results should be worth the expense. Among other services, a sales training consulting firm can provide invaluable services to companies that want to motivate their salespeople, increase market share, or launch a new product or service. These are three typical goals that a company may have as the management looks to forward to future growth and additional profits.

Motivating salespeople begins with monetary compensation. Retail salesclerks often receive a wage or salary per hours worked, though they may also receive annual bonuses. Other salespeople work for a salary plus commission or on a commission-only basis. The commission is a percentage of their sales. The more the individual sells, the bigger the commission check that person receives. Money can be a big motivator, but a sales training consulting expert knows that it's not the only motivator nor is it the key to success. Some people have more natural talent than others when it comes to interacting with people and building relationships. Some people are more eloquent than others. And other people are more detail-oriented and precise when it comes to paperwork. But the best salespeople need all these skills. Proper training can instill confidence in the sales team and help them interact with potential clients, deliver polished presentations, and follow-up effectively with customers for continued service and additional sales. Appropriate training can help a company's salespeople overcome the fear of making cold calls or asking for an order. Rewards such as special recognition, gift certificates or small presents can encourage and motivate employees to joyfully go the second mile on behalf of others. This concept comes from the words that Jesus spoke to his followers as part of the Sermon on the Mount: "And whosoever shall compel thee to go a mile, go with him twain" (Matthew 6:41).

A sales training consulting professional or firm can also help a client increasing their market share. This is the percentage of the market that a company claims based on its sales. For example, a well-known and popular paint manufacturer may sell twenty percent of all the paint sold in the country in a year. A competitor sells only five percent of the paint, but wants to double its market share to ten percent. A professional consultant may be hired to develop strategies so that the company can reach this measurable goal. After gathering relevant data on the company, its competitors, and the industry, the professional will make recommendations. Perhaps one recommendation is to develop a less expensive paint and sell it to large apartment complexes in residential areas that have a high turnover. The apartment complex managers repaint each apartment between tenancies and need a reliable supply of durable, yet inexpensive, paint. If the client accepts this recommendation, the sales training consulting firm may also help the client's salespeople in developing their presentations to apartment complex managers. The presentations will stress the benefit of the newly developed paint which is fast-drying, low maintenance, and a good value when compared to the products of the competitors. The professional might also help the client develop an incentive program for the employees based on monthly sales records. Additionally, the professional and the client will track the increase in market share to ensure that they are on track for reaching the goal.

Let's say that the apartment complex painting project was a success. But many of the salespeople come back to management with a bit of gossip. In talking to the complex managers, the salespeople have learned that the managers need a reliable product for cleaning the exterior of their buildings. Based on this unmet customer need, the paint manufacturer develops a new exterior cleaning product. But management doesn't want to limit sales to apartment complexes. A sales training consulting firm is needed to help the company launch its new product to other large institutions, such as office complexes, hospitals, and college campuses. The sales professional advises and trains the salespeople on strategies for building relationships with the decision-makers of potential customers.

Just by looking at three basic company goals, it's easy to see the important services a sales training consulting firm can provide to clients. These professionals often have years of experience with advertising, marketing, and public relations. Some may specialize in certain industries or prefer to work with certain types of companies. For example, one professional may target her services to women-owned businesses. Another may specialize in privately-held companies with the potential to go public. Still a third may cater only to internet businesses. When searching for a professional consultant, potential clients should do their research, ask a lot of questions, and seek referrals from others. The fees of a reputable and motivated sales training consulting professional is not really an expense, but an investment.