Mastering the Art of Training Your Sales Teams

Mastering the art of training a sales team is a complex but important lever for business success. In this article, I'd like to share some key strategies that have emerged from my experience:

1. Document the Entire Sales Process:

Drafting a detailed description of the sales process is essential. This should include every interaction, from the first call to invoicing, and provide examples like call scripts and email templates. The aim is to ensure that everyone is aligned and that the sales process remains consistent. Tools that you can use to document your process in a clear way include Lucidchart, Salesforce, or Google Docs

2. Shadowing and Reverse-Shadowing:

Shadowing and reverse-shadowing are also vital in training your team.

Why is shadowing important?

Shadowing is having a less experienced team member observe and learn from a more experienced salesperson during their interactions with clients or prospects. It is a common method used to train and develop sales skills.

• Shadowing allows you to learn from seasoned salespeople who have lots of experience and knowledge in the field. By observing their techniques and strategies, you can gain valuable insights.
• While theoretical knowledge is essential, shadowing provides real-world exposure to the sales process. You can witness how sales reps handle objections, close deals, and build rapport with customers, enabling you to see the application of sales theory in action.

Why is reverse shadowing important?

During reverse shadowing, a new team member is watched & guided by a senior employee while carrying out the tasks.

• Reverse shadowing is a valuable tool in the learning process, particularly when assessing recorded calls. By providing feedback, learners can gain insights into their performance.
• Sales is a dynamic field, engaging in reverse shadowing allows not only the learners but the experienced salespeople to stay current with the latest trends too.

I suggest a 2–4-week period for shadowing, followed by another 2-4 weeks for reverse shadowing. Provide plenty of feedback during reverse-shadowing and encourage peer evaluations to maximize learning from a recorded call. My feedback typically includes a rating, what I liked, and what I wish to see improved.

3. Facilitate Team Collaboration:

It's important that the team operates as a unified whole rather than isolated competitors. In teams that I support, we foster collaboration by:

• Encouraging team members to share challenges and brainstorm solutions.
• Providing a platform for celebrating successes and share insights among each other via tools like Notion, Teams
• Hosting Q&A sessions with experienced salespeople.
• Having new team members teach aspects of the sales process to each other.
• Setting clear goals to align everyone's efforts and keep everyone on the same page.
• Organizing regular team-building activities that foster trust.
• Rewarding collaboration and team achievements through recognition or incentives to emphasize the importance of working together.

4. Overcome Challenges Post-Documentation:

Even with a perfect understanding of the documentation, sales obstacles can arise. A fitting analogy is that the initial stage of learning to sell is like acquiring a new language; the subsequent stage of conversing can be even more challenging. To navigate this phase, we:

• Regularly update the sales playbook
• Engage in one-on-one sessions to identify areas of discomfort and adapt the process to feel more authentic.

An example might be helping a salesperson find ways to drive customer decisions without coming off as pushy.

5. Enable a Growth Mindset within the team:

Embrace the fact that learning new aspects of the process or product may be intimidating for your team.

Here are some ways to help make learning new things a habit:

• Clear Communication: Individualized feedback tailored to each member's communication style ensures that the message is received and understood. This not only promotes effective learning but also builds trust and confidence within the team.
• Fostering a Growth Mindset: Encouraging team members to view challenges as opportunities for growth rather than as insurmountable obstacles create a positive learning culture.
• Providing Ongoing Support: Continuous assessment of progress and ongoing support can help team members feel guided and supported throughout their learning journey. Regular check-ins and follow-ups demonstrate commitment to their success.
• Recognizing Effort: Recognizing and celebrating successes, no matter how small, fosters motivation and a sense of accomplishment.

In conclusion, leading a sales team requires flexibility, empathy, and a willingness to continually adapt and grow. Managers who think from the team's perspective and apply these strategies may find success in this ever-evolving field.