In 2000 a computer distributor hired me to help them build a software specialist sales team. The distributor had more than 100 "generalist" salespeople, but these salespeople were doing a poor job of selling software. The distributor's management felt a team of specialists could help jump-start growth in software sales.
This was a very interesting project for several reasons. First, the distributor had sixteen software products in its portfolio. Second, they couldn't afford to hire experienced software salespeople. Instead, we needed to hire good consultative salespeople and train them to sell all sixteen software products. We also needed to write a business plan, get a budget approved, hire six salespeople, train them to sell sixteen software products, and have them working in the field?within 90 days.
Sound impossible? It sure seemed that way at first glance; but, when I talked to the various software manufacturers, I came to an important realization. All of the software manufacturers were almost desperately eager for incremental opportunities. If the new software salespeople could identify qualified opportunities, the software manufacturers would be delighted to provide product experts to help turn the opportunities into sales. So, all the new software salespeople really needed to learn was how to find and qualify opportunities.
I knew there was no way we could make our new salespeople experts in sixteen software products in any reasonable time frame. But, we could make them experts in the business problems that the software products addressed. And, we could provide them with tools they could use as "cheat sheets" in the field to determine whether prospects had those specific business problems, and if they did, to quantify the impact of the business problems.
There was just one challenge. The software manufacturers' marketing departments were all accustomed to delivering very detailed, technical training. No matter how hard I tried, I couldn't get them to understand the kind of abbreviated, targeted training that I wanted my salespeople to receive. I even roughed out a sample training tool (the very first "get dangerous quickly" document) and sent it to each software manufacturer. Despite repeated conversations and lots of good-faith efforts, they just never "got it". So, I developed my team's training tools and conducted most of the training myself.
What were the results? The six software salespeople helped the distributor's existing 100 salespeople double software sales during their first six months on the job! Unfortunately, the "dot com bust" hit shortly thereafter, and the software specialist team fell victim to deep headcount cuts.
This project taught me a very important lesson: salespeople don't need to be experts in specific products or services to sell them successfully. They do need to be experts in the business problems that the products or services can solve, as well as how to find and qualify opportunities, and how to leverage expert resources.
If you want to produce rapid sales results, redesign your product/service training curriculums to help your salespeople "get dangerous quickly". You'll be glad you did!
Copyright 2005 -- Alan Rigg
Sales performance expert Alan Rigg is the author of How to Beat the 80/20 Rule in Selling: Why Most Salespeople Don't Perform and What to Do About It. To learn more about his book and sign up for more FREE sales and sales management tips, visit http://www.8020performance.com.
![]() |
|
![]() |
|
![]() |
|
![]() |
A recent study of 2,663 sales organizations by Think Training,... Read More
Recently I stumbled across some notes that I had kept... Read More
Compounding the problem are two myths regarding measures of competency... Read More
Standard metrics and KPI's (Key Performance Indicators) are created usually... Read More
In the last issue I shared with you a technique... Read More
"We're in the relationship business?...airplanes are what we use to... Read More
Sales forecasting is the process of organizing and analysing information... Read More
Small to medium companies that want to increase sales or... Read More
How high is your sales trust factor?Is it higher than... Read More
So you have a boss who dumps all over you... Read More
Sales managers are an interesting breed, effective sales managers are... Read More
What are you and your company's services and products worth... Read More
It is very easy to fall into a trap with... Read More
As a group of sales trainees took a break from... Read More
One marketing technique may work wonders for someone, but that... Read More
Business executives and sales managers frequently bemoan "80/20" performance on... Read More
While heading home at day's end, you begin reflecting on... Read More
Are you dog tired because of the way you manage... Read More
This month I want to share a success from a... Read More
Performance and behaviour management is by far the most difficult... Read More
I don't know about your business but in my experience... Read More
Does the competition drive you crazy? Are they relentless about... Read More
Do you need help overcoming sales objections? Do you sell... Read More
Exactly what is CRMThe idea itself is nothing new; its... Read More
So everyone thought you were crazy when you announced 6... Read More
Leadership, like class, is hard to define, but easy to... Read More
Everybody thinks that the businesses will slow down a bit... Read More
Because of corporate downsizing, many people have been laid-off or... Read More
I recall a heated discussion with a sales director some... Read More
When your product is market ready and has a good... Read More
No matter what you do, it seems, your employees do... Read More
One of the most asked questions I get is how... Read More
YIPPEE! Kendra won, or should I say, "She was hired,"... Read More
Coaching is about finding out the cause of poor performance... Read More
Inspiration and Management from Within ? Part 2.The more you... Read More
This article may be reprinted in its entirety with express... Read More
Many people today simply prefer the convenience of paying by... Read More
There are four primary activities that successful salespeople engage in... Read More
Q. What's the single, biggest change exhibitors can make to... Read More
While heading home at day's end, you begin reflecting on... Read More
Help your organization grow by assessing the right indicators in... Read More
As a group of sales trainees took a break from... Read More
The American Business Journals produces a Book of Lists each... Read More
Business can be like war sometimes.You may have to fight... Read More
How high is your sales trust factor?Is it higher than... Read More
Corporate videos are an important sales tool that can often... Read More
Do you want to make more money?Yes, I guess that... Read More
The temptation to use straight (100%) commission plans never goes... Read More
In a small midwestern town, the local high school of... Read More
So you have a boss who dumps all over you... Read More
We all agree one of the most important parts of... Read More
I have received a number of requests for advice from... Read More
I recall a heated discussion with a sales director some... Read More
The way we do business has changed dramatically over the... Read More
How you prioritize your sales territory management activities depends upon... Read More
Your ability to write an effective and persuasive business proposal... Read More
No matter what you do, it seems, your employees do... Read More
Because of corporate downsizing, many people have been laid-off or... Read More
In today's competitive environment, every organization is trying to improve... Read More
Remember in the last message we talked about your directional... Read More
Do you know anyone who regularly wins bids? Or can... Read More
In today's 24/7 driven business word, accountability is becoming a... Read More
Standard metrics and KPI's (Key Performance Indicators) are created usually... Read More
In 2000 a computer distributor hired me to help them... Read More
Seminars and events have always been implemented as a holistic... Read More
You've probably heard of focus groups. It's a tool that... Read More
Sales Management |