Your sales team can know everything there is to know about your products and services — but that doesn’t mean they’ll convince potential customers to plunk down cash.

That’s where sales training comes in, says personal development consultant Sheila Mulrennan. “Training gives sales people communication, people and professional skills,” she says.

Best: Your well-trained staff will be the go-to representative for your products and a trusted consultant for your customers. And, you don’t need new-age tricks to hammer home age-old tactics. Create an unstoppable sales team by going back to basics.

Understand the sales process. Before you can sell anything, you must grab your customers’ attention, spark his interest and then build that interest up so that the customer desires your product or services. This must happen during a series of conversations — not just one hard sales pitch.

Sell yourself. Your products aren’t the only thing customers must buy into. They must also trust that you have their best interests in mind and that you understand what they need to make their jobs easier. You are selling your experience and judgement as well as your company’s services.

Take the time to ask questions. You shouldn’t steamroll customers with information. Rather, probe customers for information. This will help you get to know them, as well as show them that you are interested in their personal needs.

Sell the benefits, not just features. While you may be focused on ensuring that people hear about what you’re offering, they’re usually more interested in the outcome of your services. You must outline how your products will benefit customers’ daily lives rather than just run down a list of features and services. You must link the two.

The bottom line: Your sales training must make your teams more attuned to how their interactions with customers make or break a sale. Sales people must walk away from training prepared to sell themselves and your company as the experts in both your product and you customers’ needs.

Filed under: Customer Service Corner