I’ve recently returned from the UK having conducted a number of training days for young salespeople focusing on sales process and in particular the “Psychology of Winning Business”. Over a period of 2 weeks I had around 200 people attend these events so they were able to gain a great deal of personal attention.
There’s something special when you are delivering sales training to young people and it’s all about how they hear what you have to deliver. I have a rule which is that I never deliver sales training unless the participants have first been evaluated to ascertain their sales strengths, weaknesses and competencies. Importantly, this evaluation also tells me how they think about selling…..how you think about selling tells me how likely you are to gain from sales training…..it’s all about mindset.
Let me ask you a question. If you were to think about a salesperson right now, what is the first thought that enters your mind….the very first thought? For the vast majority of people, that thought is a negative one, a used car salesperson or simply pushy, sleazy or annoying. That’s how most people think of salespeople….including most salespeople believe it or not. Most salespeople have a negative thought about sales for a variety of reasons. Can you imagine how hard it could be to train them to be better at something that they think negatively about?
That’s were “Values Based Selling” is vital. Most people don’t like salespeople because they don’t believe that they have the same values as them. They don’t want to be seen as being pushy, sleazy or uncaring. They want people to see them as being informed, caring, knowledgeable, a good listener and all of the other traits that are important to them. These represent their values; who they actually are. To act like a stereotypical salesperson is outside their values and it’s a place they don’t want to go, which is why their first thought of a salesperson is negative….that salesperson is not like them!
I’ve found that bringing this issue out into the open before we commence training is vital to the success of the training. Gaining a recognition from the participants that they can be successful in sales without ever having to compromise their values creates a totally new training dynamic and one that young people in particular respond to with massive enthusiasm.
If you want young people to embrace sales as a career, show them how they can do this without compromising their values. That’s the success of “Values Based Selling”.
AND, most importantly, it works…Values Based Selling WORKS!