Tool Box
Issue No. 38 - December/January 07/08
Why sales practice makes perfect
by Craig Stubing
Professional actors and musicians rehearse. Sportspeople practise. Soldiers drill and practise things like tactics and weapons handling.
They do that so they can perform in pressure situations almost without thinking.
Similarly, the ability to perform in challenging situations is tremendously valuable to salespeople. If they can do so they find it easier to deal with pressure; if they cannot do so they will lose sales they otherwise would make.
Why then are many businesses reluctant to provide adequate sales skills practice, away from real-life customers?
Is it because the boss simply doesn’t ‘get’ the importance of such practice?
Is it because the boss is uncomfortable with the idea? Is it because the boss doesn’t want the sales staff to feel uncomfortable? Doesn’t the boss know how to set it up?
Here are some pointers for bosses who want to help their salespeople practise effectively.
Make sure that your expectations are clear
Any skills to be practised must first be scripted (or at least a comprehensive outline prepared). The best salespeople are performers in the same way that actors are. The best actors have the ability to put life into the script they are following. Similarly, practising sales skills is about having salespeople bring that ‘script’ to life. This is what you expect.
Give practice a comfortable name
In some businesses, practice is called ‘role-play’ other businesses call it ‘drill’ others call it ‘rehearsal’. Choose a name that fits the style of your business but don’t let it embarrass people or put them down.
Make it regular
Practice is best done on a regular basis as part of a general training routine. It can’t be seen as punishment.
Regular practice gives salespeople the opportunity to get over any discomfort and get used to the practice environment. This gives the...
