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Larissa, You hit the nail on the head! I always tell organization that if you don't have a plan to reinforce and internalize a program, then you are better off hiring a juggler or a magician instead of paying for sales training. If you were learning golf, you'd know that a lesson alone is not going to give you everything you need. You'd practice the fundamentals and adjust based on feedback. Ultimately, you'd need to incorporate your newly learned skills into your regular game. If not, then in a pressure situation, you'll revert back to your old habits. The same holds true for sales education. Bottom line is that results are all that matters when it comes to effective sales education. I've yet to uncover the secret for a one-shot session to produce lasting results without reinforcement.
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Bill, Great topic. Thank you for sharing wonderful insight. I find that one of the challenges is in how we measure sales vs. marketing. Someone once determined that the best way to measure marketing was by the number of "leads" they generate. This means that marketing tries to cast as wide a net as possible. Salespeople then have to chase every opportunity to determine which ones are worth pursuing. One way to be in alignment is to define clearly the problems you solve for your ideal client. Essentially, what would make someone a perfect fit? Marketing then works to figure out where people "hang out" who face that challenge. Sales is aligned to confirm that the need exists. That simple approach has driven great results for many companies. Just be sure you are thinking from the same side of the table as your customer (advice I'm sure you'd share with your clients, too). Thanks for taking the time to teach such a valuable topic. Feel free to share this other article that might also be of value to your readers: Ian
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Jul 21, 2014