Sales training - all or nothing?
Fred Copestake
Sales Trainer | Author | Coach | Working with engineering and manufacturing teams | Selling has changed – have you?
Can focusing on just one thing give us the necessary improvement most seek in selling today?
The more I think about it the less likely I believe it is
Welcome to the June Edition of the Sales Today newsletter for B2B sales professionals, especially the 3122 subscribers
As it's monthly I want to share plenty for you to consider and to impact your selling
So what to expect
The focus is all about enabling more good (sales)people doing good things in a good way
FRED
Sales training - all or nothing?
In 2021 I stopped focusing on 'tactical' training courses.
These are the 1,2,3 day sessions on specific subjects. Things like:
- Cold calling
- Social selling
- Presentation skills
- Negotiation
- Sales psychology
Why?
I don't think they have the impact that people are looking for.
Yes they are easy to drop into a calendar and everyone leaves with a feelgood factor.
But do they make a difference?
Maybe sometimes and if that is the case then they are a good option (the majority of my 24 years in training has been working like this).
However the more I think it the more I believe sales is a 'sum of the parts'.
This is increasingly true and little shifts take place in all elements of selling. The fundamentals are the same but the tools and techniques are developing.
Good, competent salespeople are in danger of getting left behind.
They will survive but most likely find it increasingly difficult to achieve what they did before. They will throw more effort at the problem which will likely drive up levels of frustration and stress.
It doesn't have to be like this and that's why I now focus on a more holistic approach. Little tweaks across the process to bring in new or more effective ways to operate.
Some of these might not have existed last time people did their sales training. They don't know what they don't know but it's easy enough to make the adjustments when you realise what they are.
That's why all the #collaborativeselling training we offer is set up to do this.
From the full on 12 week Accelerator to the fast start Easy as ABC options they take a holistic look at the sale rather than pick out a single element. Small improvements in all areas will aggregate for a bigger overall impact.
It also means that real life sales opportunities can be used so its easier to define the training ROI.
I've shared the structure we use on numerous occasions and will do so again. It's the one outlined in my first book Selling Through Partnering Skill and which anyone taking a free quiz or scorecard will be given information on.
I'm happy if people take this and use to create DIY sales training. Whilst I'd love to be involved I'd prefer teams to have access to something rather than nothing (or waste money on a session that won't really move the dial.
The whole point of training is to drive results so the outcomes are important otherwise its just a load of information.
Implementation > Information
This is what the VALUE Framework we use drives
It starts with a mindset shift towards both collaboration and why we need to make the changes.
It then addresses
> right opportunities
> right research
> right conversations
> right solutions
> right results
Each of the points is an element that can usually be better understood, refined and immediately applied in real life sales opportunities
🔶 Collaborate
- Identify sales best practice relevant today
- Understand of best sales tactics to use
- Recognise characteristics of ideal salesperson for industry
- Understand own ‘partnering intelligence’ (PQ)
- Plan to develop own PQ
🔶 Validate
- Profile accounts to spend time with (ICP)
- Create generic value proposition
- Generate prospecting/land and expand activity
- Develop email templates
- Consider use video messaging
🔶 Align
- Prepare a plan to understand account
+ Define objective for sales growth
+ Map decision making unit
+ Conduct SWOT and MegaSWOT
+ Survey competitive landscape
+ Plan actions
- Refine value proposition (based on ‘Value Pyramids’)
- Consider market change drivers as potential for new business
- Begin to build ‘Personal Brand’ as go-to individual in the sector
🔶 Leverage
- Use structure to prepare and undertake effective meetings
- Develop questioning skills to facilitate better discussions
- Provide insight and perspective to help customers to think
- Understand the tools and techniques to sell virtually
🔶 Underpin
- Prepare more effective proposal documents
- Design more interesting and stimulating presentations
- Use visual aides more effectively
- Capture the power of story telling
- Position the customer as ‘hero’
- Develop messages to reduce fear, uncertainty and doubt
- Handle objections elegantly
🔶 Evolve
- Understand principles of negotiation
- Learn how to prepare to negotiate
- Trade variables to achieve mutually beneficial outcomes
- Develop a contact plan to strengthen relationships
- Use Quarterly Value Review to grow business
Might look a bit daunting.
But it is what will make a difference
That's why we roll it out in modular format so that new ideas can be applied in real time. Most of the best sales training looks like this.
There are times for a fast start option - that's why we offer the Activator (which comes with other support to encourage implementation) as a 1 day session.
So as we enter the second half of 2024 the simple option for sales leaders is to do
a) Nothing
b) Something
c) Right thing
If you want to discuss the 'right thing' based on a holistic approach to spark improvements across the board that keeps your selling relevant today you are invited to a FREE 'Implementation Call' to work out the best option for your team
Book HERE
A new FREE ebook!
I got fed up with all the silly tactics that are shared
They can be damaging as they often lack explanation and context
So I collated 101
With explanation
With context
Download yours for free HERE
New 'fast start' ways to work with us
Develop your collaborative selling approach via
Designed to allow 'fast start' for those wanting to get ahead of the game
Recommended by LinkedIn
Booking now for July/August
Each costs £2500 +VAT
Stop selling and start collaborating... HERE
Things addressed this month
'Orange Hat Thinking' a mix of the De Bono thinking hats to come up with practical solutions for sales issues
SquiggleThink: AI's role in shaping sales and marketing
SquiggleThink: AI's role in shaping sales and marketing
In this second episode in the mini series of SquiggleThink, we tackle this compelling question with Paul Fernandez , co-founder of the Growth Guys.
Paul shares his expertise on the transformative role of AI in sales and marketing, highlighting how generative AI like ChatGPT is setting new standards for customer interactions and sales processes.
In a shift from traditional buying methods to a more dynamic, AI-driven approach, we discuss how these innovations are reshaping buyer behavior and the broader technological landscape of Web3.
But AI isn't here to replace us; it's here to assist us.
We explore the unique capabilities humans bring to sales ideation and how AI can enhance these skills.
With the introduction of the RAPID framework, we discuss how AI can simulate client interactions to uncover crucial insights into roles, goals, pressures, impacts, and desires.
This practical tool not only makes sales strategies more informed but also shows how AI can act as a powerful assistant, augmenting human capabilities rather than overshadowing them.
As we go deeper into the sales process, we discuss AI's role from preparation to proposal writing. Learn about LeadBay, a groundbreaking venture aimed at revolutionising business development for small businesses through hyper-personalised prospecting.
We also cover AI's impact on advertising and data-driven partnerships, underscoring the importance of leveraging technology and data for a competitive edge.
Tune in to understand how AI is not just a tool for efficiency but a game-changer in the world of sales and marketing, making adaptability the key to future success.
Listen to the episode HERE
SquiggleThink: How a partnering approach works in B2B sales
What if your business partnerships could unlock new markets and elevate your marketing efforts?
On this episode of the SquiggleThink mini series we discuss the true essence of strategic partnerships for business growth.
Paul Fernandez, Co-Founder of The Growth Guys, shares his company’s transformative journey, moving from traditional direct response marketing to a partnership-focused strategy that achieved remarkable success.
Discover how setting strategic goals, identifying partners with the right audience, and crafting bespoke packages can create win-win scenarios that drive growth and open doors to new opportunities.
We also discuss the concept of Partnering Intelligence (PQ), a groundbreaking idea rooted in research. PQ emphasises the necessity of people skills in forming effective business alliances and underscores a collaborative approach in sales.
We discuss how adopting a partnership mindset can amplify sales effectiveness, particularly in B2B contexts where solving customer problems often requires a joint effort.
The Trust Equation comes into play here, highlighting the importance of credibility, reliability, and intimacy, above self-orientation in building strong client relationships.
Finally, we explore the essential elements of sales success, including the surprising role of humour in building connections and the importance of transparency and interdependence.
We stress the significance of a win-win focus for sustainability, and how embracing change can guide salespeople through uncertain times.
Plus, we touch on the critical synergy between sales and marketing teams in preparing for partnership discussions and crafting effective communication strategies.
Don’t miss a preview on our next topic on the art of crafting impactful communications!
Listen to the episode HERE
SquiggleThink: Crafting communications that connect
Join us on this weeks episode of the SquiggleThink mini series with Paul Fernandez as we unpack the complexities and strategies behind effective communication messaging in sales and marketing.
Our discussion begins with the critical need for alignment between sales and marketing efforts. Drawing on insights from the travel sector and the emerging role of Chief Revenue Officers, we highlight how integrated teams can better coordinate their go-to-market strategies, enhancing messaging and ultimately driving revenue.
We explore the foundational elements of crafting a resonant message, focusing on understanding your identity, target audience, and the goals you aim to achieve.
We discuss the nuances of effective communication strategies for brands, emphasising the balance between credibility and customer-focused messaging along with the pitfalls of appearing self-centered and the necessity of addressing client pain points and outcomes.
Tailoring communication to the buyer's journey, from building awareness to maintaining relationships, is key. This conversation highlights the importance of creating a two-way dialogue and the varying communication strategies required at different stages of the buyer's journey, steering clear of overused terminologies while acknowledging their underlying concepts.
We challenge the traditional sales funnel, presenting the "squiggle" as a more accurate representation of today's hyper-personalised buyer journeys.
We also highlight the importance of feedback loops between sales and marketing to ensure messaging resonates and leads to conversions.
Additionally, we address the challenges and benefits of video marketing, advocating for salespeople to take the lead in creating video content.
Make sure to tune in and don’t miss this insightful episode
Listen to the episode HERE
SquiggleThink: Leveraging tools and platforms in sales and marketing
Have you ever questioned why your sales and marketing efforts aren't quite hitting the mark?
In this episode with Paul Fernandez, we uncover the transformative power of "Squiggle Think," a concept that navigates the chaotic customer buying journey and aligns sales and marketing for maximum impact.
With the strategic use of technology like ScoreApp, we reveal how to gain invaluable insights into your prospects and personalise your marketing strategies to perfection.
We dive into the world of interactive technology and its incredible potential to enhance your sales processes.
Learn how comprehensive software packages can create engaging, gamified scorecards that not only streamline operations but also significantly boost conversion rates.
By understanding customer behaviours and leveraging performance marketing, email campaigns, and content marketing, we discuss a four-step process that helps users self-diagnose their problems and discover the perfect solutions.
We also explore foundational sales strategies that are essential for success.
From understanding your Ideal Customer Profile (ICP) to using benchmarking tools for customer success, we cover it all.
We also discuss the importance of value graphics and customer archetypes to improve messaging and training effectiveness.
Whether you’re an experienced sales professional or just starting out, this episode is packed with actionable insights and practical tips to help you use technology strategically and achieve outstanding results.
Listen to the episode HERE
Short videos
Do you use YouTube or TikTok?
I'm now adding content to both on daily basis
Thoughts on sales in under 60 seconds
Check them out
LIVE! and completely FREE to attend:
Best-selling author and experienced sales trainer, Fred Copestake, will share practical insights into his systematic approach for B2B salespeople to ensure they stay relevant and valuable.
This workshop is brand new and addresses the challenges that many salespeople have based on what Fred has identified from working with clients all over the world.
Many salespeople struggle to adapt their approach to one that is effective today. As a result, they are running a risk of becoming irrelevant to their customers.
The insights shared have been collated from working with thousands of hours salespeople and through studying the evolution of professional selling.
Fred answers the questions:
- Why are so many salespeople tired and stressed?
- Why are so many sales backwards and boring for customers?
- Why do organisations confuse salespeople badly?
You should attend if:
- You are involved in B2B sales and find your approach isn’t working as well as used to
- You feel like you are wasting opportunities that should be won
- You use a highly technical approach to selling that doesn’t always wow customers
- You're frustrated that you can’t keep customers engaged through the process
- You're fed up with always having to discount to win business - You want peace of mind that your sales plan will work
- You're frightened that the pace of change in the world of sales is too fast
- You're concerned your competitors are doing something different but don't know what
Every participant will be given access to a tool that provides a report on the state of your sales compared to an effective modern approach
Places are limited by the platform we use so please make sure you're quick to secure your spot.
Thursday 25th July 2024 (1.00pm UK)
Register HERE
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Sales & Leadership Coach & Trainer. Helping you GROW & ACHIEVE More. I think I am super funny. SBD Growth Strategies partners with: North Forge | Orange Group | Catchfire Group
5moI like this "Little tweaks across the process to bring in new or more effective ways to operate." To me, it's similar to the very little bit I know/understand about LEAN. I just googled and found this description: "Lean manufacturing is a production system that focuses on reducing waste, creating customer value and seeking continuous process improvement" Just how easily can this definition be applied to sales? And the key: "seeking continuous process improvement". So keep investing in sales development!
Love this Fred. Embedded training focusing on marginal gains across the whole sales process would be a much more efficient and long term solution. Eg. You can’t just be taught objection handling without firstly dealing with sales psychology and value propositions!
YouTube Growth Specialist | Digital Marketing | YouTube SEO Expert | Podcast Promotion | Google Ads Campaign Expert
5moFred Copestake Your podcast is really awesome, I have subscribed to your YouTube channel. You can accept my connection request if you want. I am interested in connection with you. 🙏
The Weirdest Cold Calling Trainer ❄️📞 Who Says Cold Calling Can't be FUN?! | Pineapple on Pizza is a Crime | Fan of Stoicism
5moIt depends what you mean. You mean putting all of your eggs in one basket, or focusing on one thing to improve at the same time?
a̶g̶e̶n̶c̶e̶ (vrais) e-commerçants aux services de ton e-commerce | Multi-expertise : fondations (webdesign, CRO), acquisition (ads, seo, emailing), rétention (newsletter, social media) + studio créa | COO @MIG
5moIn a world obsessed with quick fixes, focusing on just one area of sales improvement might be missing the bigger picture. Fred Copestake