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In today’s fast-paced and competitive sales landscape, it’s easy to overlook the importance of training and coaching for sales teams. However, neglecting to provide adequate training and coaching can have devastating consequences for both the sales team and the organisation as a whole.
In this article, we’ll explore the reasons why sales training and coaching are vital, and why it’s essential to prioritise this aspect of sales team development.
The Consequences of Poor Training and Coaching
In many cases, sales teams are managed by individuals who are successful in their sales roles but lack the necessary qualifications and skills to lead and manage a team effectively. This can lead to a range of negative consequences, including:
- Poor team performance: Without proper training and coaching, sales teams may struggle to meet their targets, leading to decreased morale and motivation.
- Burnout: Overworked and under-trained sales staff are more likely to experience burnout, which can result in high turnover rates and a loss of valuable talent.
- Poor culture: A lack of training and coaching can create a toxic work environment, characterised by low morale, high stress levels, and a sense of disengagement.
- Inefficient sales strategies: Without proper training and coaching, sales teams may rely on outdated or ineffective sales strategies, leading to poor conversion rates and a lack of leads.
It can become a vicious circle and difficult for business owners to see how to change the problem without losing their best sales people who are now managers too.
The Benefits of Training and Coaching for Sales Teams
So, what are the benefits of investing in training and coaching for sales teams? Here are just a few:
- Improved performance: Training and coaching can help sales teams improve their performance, leading to increased sales, improved conversion rates, and a higher volume of leads.
- Increased morale: When sales teams feel supported and empowered through training and coaching, they’re more likely to be motivated and engaged, leading to improved morale and reduced turnover.
- Better leadership: Effective training and coaching can help managers develop the skills and knowledge needed to lead and manage a sales team effectively, leading to improved team performance and increased job satisfaction.
- Enhanced customer experience: When sales teams are well-trained and coached, they’re better equipped to provide excellent customer service, leading to increased customer satisfaction and loyalty.
My Journey in Sales
As Managing Director of Tenacious Sales, I’ve had a varied journey to where I am today. When I was 18 years old, I played semi-professional football for £25 per match until a recurring shoulder dislocation forced me to consider alternative career paths. With my injury, I needed a job I could do with one arm while awaiting surgery. I stumbled upon an advert for a timeshare call centre executive position, and to my surprise, I excelled in sales and earned well from commissions.
Within six months, I was offered a managerial role, and soon after, the largest call centre in Cornwall hired me as their assistant call centre manager. I spent eight years as a call centre manager and agent before transitioning to B2B sales. In 2011, I founded Tenacious Telemarketing, which I eventually folded six years later. I then served as Head of Sales for a London-based FOREX broker before establishing what is now Tenacious Sales.
Over my 25 years in sales, only three companies provided me with training. Most other sectors offer initial and ongoing training, typically delivered by external professionals, not just in-house experts who may excel in sales but lack training and management skills. I firmly believe in investing in training for both business owners and sales individuals.
Hire based on character and culture, and then train your salespeople well and continuously. Treat them like gold, nurture them, and develop them.
Train them well enough to leave but treat them well enough so that they want to stay!
Best Practices for Training and Coaching Sales Teams
So, how can organisations ensure they’re providing effective training and coaching for their sales teams? Here are a few best practices to consider:
- Invest in ongoing training and coaching: Provide regular training and coaching sessions to help sales teams stay up-to-date with the latest sales strategies and technologies.
- Focus on skills development: Prioritise skills development, such as communication, negotiation, and problem-solving, to help sales teams improve their performance.
- Encourage feedback and feedback: Encourage sales teams to provide feedback and suggestions for improvement, and provide regular feedback and coaching to help them grow and develop.
- Lead by example: Leaders and managers should model the behaviour they expect from their sales teams, demonstrating a commitment to ongoing learning and development.
Conclusion
In conclusion, training and coaching for sales teams are vital for business success. By investing in ongoing training and coaching, organisations can improve team performance, increase morale, and enhance the customer experience.
By prioritising training and coaching, organisations can create a positive and supportive work environment, leading to increased job satisfaction, reduced turnover, and improved business outcomes.
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Tip 1
Leverage LinkedIn’s Advanced Search Filters to Find Leads:
To maximise your LinkedIn outreach efforts, it’s essential to utilise LinkedIn Sales Navigator effectively. Sales Navigator is a powerful tool designed to help sales professionals find the right prospects, build relationships, and enhance their sales pipeline. Here’s how you can use Sales Navigator for lead sourcing:
How to use Sales Navigator for Lead Sourcing:
- Define Your Ideal Customer Profile (ICP): Before diving into Sales Navigator, clearly define your ideal customer profile. Identify key characteristics such as industry, company size, job titles, and geographical location. This clarity will help you make the most of the advanced search filters.
- Use Advanced Search Filters:
- Keyword Search: Use relevant keywords related to your product or service.
- Industry and Geography: Narrow down your search by selecting specific industries and geographic locations.
- Company Size: Filter prospects based on the size of the companies they work for, ensuring they fit your target market.
- Seniority Level: Target decision-makers and influencers by filtering for specific seniority levels such as Directors, VPs, or C-suite executives.
- Trigger based: You can filter by changes such as people/companies who’ve changed jobs, been in the news, etc which will help by benign a trigger. For example, someone who is new to a company might be someone who wants to make an impression. It might be they have shown intent in your company so it;ll show you that and you can target those people.
- Save Searches and Leads:
- Saved Searches: Save your search queries to quickly revisit and refine your searches as needed.
- Lead Lists: Create lead lists to organise and track your prospects. This helps in managing your outreach efforts systematically.
- Utilise TeamLink:
- Check for connections within your network who can introduce you to your prospects. Warm introductions through mutual connections significantly increase the chances of a positive response.
- Craft Personalised InMail Messages:
- When reaching out via InMail, personalise your messages. Reference mutual connections, recent activities, or shared interests. A personalised message stands out and shows genuine interest in the prospect.
By effectively using LinkedIn Sales Navigator, you can streamline your lead sourcing process, identify high-potential prospects, and enhance your LinkedIn social selling outreach.
Tip 2
Enhancing Sales Outreach with Personalised Introduction Videos
Use Personalised Introduction Videos for Sales Outreach:
In the modern sales landscape, standing out in a prospect’s crowded inbox is more challenging than ever. One highly effective way to capture attention and increase engagement is through personalised introduction videos. These videos can dramatically improve your conversion rates and help build a stronger connection with your prospects right from the start.
Why Use Personalised Introduction Videos:
- High Engagement: Video content is highly engaging and more likely to be watched than text-based messages. A personalised video can capture a prospect’s attention and convey your message more effectively.
- Builds Trust: Seeing a real person on screen helps build trust and establish a more personal connection. Prospects are more likely to respond positively to someone they can see and hear.
- Differentiates Your Outreach: Personalised videos set you apart from the standard email outreach. They show that you’ve put in the effort to create something unique for the prospect, which can make a significant impression.
How to Implement Personalised Introduction Videos:
- Create a Master Video: Start by recording a master introduction video. This should include a brief introduction of yourself, your role, and how your product or service can benefit the prospect. Keep it concise, engaging, and professional.
- Personalise the Videos:
- Use tools like SendSpark to automate the personalisation process. Once you’ve recorded your master video, SendSpark can generate personalised versions by adding the prospect’s name and company details.
- Simply supply the tool with the necessary information, and it will create individualised videos for each prospect, making the process quick and scalable.
- Include a Call-to-Action:
- Ensure your video ends with a clear call-to-action (CTA). Whether it’s scheduling a meeting, requesting a demo, or visiting your website, guide the prospect on what to do next.
- Track and Analyse:
- Use the analytics provided by video tools to track open rates, view times, and engagement. This data will help you understand the effectiveness of your videos and adjust your strategy as needed.
- Follow Up:
- After sending the video, follow up with a personalised message referencing the video. This reinforces your outreach and keeps the conversation going.
Competitors to SendSpark:
While SendSpark is an excellent tool for creating personalised introduction videos, there are other platforms that offer similar functionalities. Here are two notable competitors:
- Vidyard:
- Vidyard allows you to create, share, and track video messages seamlessly. It offers personalisation options and integrates with various CRM systems to streamline your sales outreach.
- BombBomb:
- BombBomb focuses on humanising communication through video emails. It offers tools to record, send, and track personalised video messages, helping you build better relationships and improve response rates.
By incorporating personalised introduction videos into your sales outreach, you can significantly enhance your engagement and conversion rates
You can also gain access to:
- A 30-minute one-on-one session where I will guide you and anyone in your team who wants to join through how to utilise Sales Navigators features better for Lead Sourcing.
Submit our contact form quoting <audit> in the notes and our team will be in touch.