Instead of holding regular sales meetings, consider holding sales training classes instead. And instead of having your sales manager conduct the classes, have the salespeople themselves take turns doing it.
Successful salespeople learn their craft and sharpen their skills through education. Continual reinforcement in the form of training keeps those skills in constant use. So instead of a regular sales meeting where the sales manager talks and maybe allows each salesperson to report on what they did and what they’re going to do, offer a class instead. Letting individual members of your sales team participate as trainers allows them to share their knowledge at the same time that they’re further developing their skills.
Topics covered in peer-to-peer sales training might include:
- Presentation skills.
- Prospecting techniques.
- Overcoming objections.
- Dealing with unusual situations.
- New product information.
- Pricing and estimating.
- Project management.
- Proper documentation and reporting according to company requirements.
- Goal setting and analysis.
- Using selling skills in non-selling situations.
- Time management and planning.
Keep the content positive—make it “Here’s what you can do,” not “Don’t do this.” Be encouraging and supportive and don’t let any negativity creep into the process. Talented salespeople have thought their way right out of the profession because they focused on negatives.
Be sure everyone has an equal chance to participate. One way is to put the dates of upcoming sessions on slips of paper in a container and let each salesperson draw a date to be the teacher. Or schedule alphabetically or by seniority—any way you prefer as long as it’s fair, equitable and doesn’t show favoritism. Provide guidance on choosing a topic but let team members make the final decision on what they present.
Let the sales staff decide the time and place for training sessions. The old school Monday morning or Friday afternoon meetings often cut into potentially productive sales time. Your salespeople may prefer evening, weekend, or even very early morning sessions so that the training truly enhances rather than conflicts with their sales efforts.
Sales managers know that it can be hard to get people motivated. They understand that one person can’t motivate someone else—you have to find out what’s important to that person and then lead him or her to become self-motivating.
Keep in mind that ownership can be a strong motivator. When people feel ownership, they care. And when they care, they produce results. Letting your team teach others what they know is a great way to give them a sense of ownership in the process and in the organization.
