Basic Training for Sales Cary NC

By Rick Davis

Creating a great sales team begins by creating a great learning environment.

Consider this: The best hospitals in the country are found at universities because they emphasize learning, and they earn their reputations because of the outstanding research that takes place there. It should be no different for a great sales organization. If you want to develop a great sales team, begin with a commitment to learning.

There are two essential components to learning: training and coaching. You already know that training is an essential component of the development process. As a manager you probably also know that coaching can reinforce behaviors and improve performance. But do you know the difference between training and coaching?

Coaching involves the observation of on-the-job performance for the purpose of creating feedback. Observations can occur in the field during the actual performance or by examining data afterward. During the coaching process, the manager provides advice, both praise and constructive feedback, in order to enhance performance. The manager also should invest time with salespeople to determine opportunities for training.

Training occurs separate from the field of battle. The purpose of training is to teach skills and create confidence, and to ensure that your salespeople have the ability to perform in the field. Talent alone is not enough to ensure success; skills are the behaviors that are carved out of talent during the training process. While training, the manager does not assume that the desired skills even exist. When a salesperson completely lacks ability (or suffers a severe gap between actual and expected performance levels) it is time for formalized training.

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