Strategies, tactics, techniques are talked about in books and seminars, but the agility to deploy them under the pressure of a sales call will not come from reading or listening to a trainer. Even if you know techniques but you’ve never used them (or used them poorly and felt like an idiot), you’re not going to be effective.
Having a boss to coach you on sales calls and mentor you in the office would help tremendously, but that also has down sides. Who wants the boss around all the time, and you may not like his methods.
The other problem with books is who has the time to read the whole book and then who can remember what they read 100 pages back or 10 pages in my case. It’s been said that you have to read a book and take notes 6 times before it’s concepts can become a part of you.
With sales training time is a big issue. There is never enough of it for the facilitator to help you customize tactics to fit your style and comfort zone and without that attention, you’ll never be confident to use them. Then you have to role play and practice to work out the bugs. And finally each selling situation has its own dynamics so you’ve go to be agile to spin what was taught without looking techniquey.
“Sam’s C-Level Selling Reference Manual helped us increase closing ratio’s from 33% to 83%”
Dan Ozley, VP Engineering Services, Lockheed Martin