Donna Flagg

Sales Training: Where to Start
February 28, 2008

I was working on developing sales training for a client recently when I had an epiphany. It came in the form of a flashback from the days when I worked in retail on the selling floor. I remember deciding at the time that while I "got" that there were different types of customers, I didn’t want to “type” them, I wanted to understand them. 

I’ve long wrestled with the idea that one size fits all. I don’t believe it works. Plus, I knew firsthand from killing enough sales that what works for one customer doesn’t necessarily work for the next – not by a long shot.  The problem is that, in order to be efficient, training programs are often based on these types of assumptions and generalizations that in the end, limit their scope and effectiveness. I didn’t want to do that. We first needed to develop deeper and better insights into customer behavior.  That’s when I realized we needed a new entry point –a new way in.  

We are so conditioned to think about selling in terms of “helping customers,” that I think sometimes we loose sight of the fact that not everyone wants or needs “help.”  Think about it. The assistance you offer one is the pestering you provide another.  The most important thing to assess right away when dealing with customers is whether they are decisive or not when it comes to making a decision about your product. From there, you can gauge not only how much you need to give, but also how much “selling” versus backing off is actually necessary.  

Imagine in your own life.  There are times we know exactly what we want and don't need to be "sold," and others when we need different amounts of information in order to make a decision.  The great sales people are the ones who know how to give just enough - but not too much - to help their customers decide to buy.

Posted by Donna Flagg on February 28, 2008 | Comments (2)