Enough With The Shortcuts And Quick Solutions, Already.
Fortunately, it’s a busy time for us at ESR. Right now, we’re providing advice and guidance to a number of companies that are actively evaluating strategies and solutions for sales performance improvement, but based on the economy, the state of the sales training industry, and the mistakes they’ve made in the past, have to finally get it right. We’re learning a lot about what’s really going on out there in sales performance improvement—from the buy-side and the sell-side.
There is a lot going on in the sales training industry, but a lot of it isn’t sales training. As they continue to see the demand for traditional classroom-based training falling off the cliff, some training firms are scrambling to get their content online. Some are taking shortcuts. Others are going about it the right way. Even during these challenging times.
We know of several very large corporations that have announced internally that they will offer no more classroom sales training. Numbers of other large and mid-size buyers of sales training are moving in this direction. I don’t have to spell out what that means for training company owners that have been drawing tons of cash out of their companies during the past number of years instead of investing in new content and new delivery media. Can they make up for lost time? Some will and some won’t. We’re predicting the acquisition or demise of several of the 23 training companies we cover. In fact, numbers of training companies, large and small, are in a bad situation right now. Names you’d recognize. For many of them, it’s going to get worse before it gets better—if it gets better.
On the subject of shortcuts, it’s disappointing to see that “free” sales tips, tricks, and silver bullets continue to appear in dozens of blogs and websites every day. The very salesreps and managers that seek out these tips are the ones that are hurt most by them. They need structure and a strategic approach for selling their products and services to their customers. When you think about it, these sales tips aren’t really free at all. They cost money. A lot of it, in the form of lost business opportunity—deals those reps will never win because they are seeking shortcuts and shortcuts don’t work in sales.
In addition to the free sales tips promising to help your reps win, there are other distractions as well. Social media is one. ESR published some research on that last quarter. We know that for some companies, social media, integrated within an overall internal and external communications approach can be very powerful. It can build awareness, drive business, and improve customer and employee satisfaction. As with sales tips though, a tactical, seat-of-the-pants approach takes salespeople and their managers’ eyes off the ball. For many, the promise of social media is an little more than mirage. When you finally get there, you’re thirstier than when you started.
Sales 2.0 is another area of potential risk for sales leaders seeking quick solutions and shortcuts to their selling challenges. Sales 2.0-like, vendor- and press-driven “new, more efficient and more effective ways of doing business” have a way of attracting those seeking shortcuts. In fact, some of the marketing messages I’ve seen specifically target the ever-hopeful, quick-solution-seeking sales leader. Again, I’ve got no complaints with companies that are marketing legitimate Sales 2.0 tools and approaches and are sharing with their customers the truth about what those applications will and will not do and the proven path to get results. I’m offended by the tidal wave of hype advanced by some who would drive a sales-challenged company in the wrong direction just to make a sale. SiriusDecisions’ Joe Galvin shared a piece he did on the subject of Sales 2.0. If you can get a copy, it’s well worth the read. With his background at Gartner, and a deep understanding of sales leadership, Joe’s got a terrific perspective on the subject.
I want to hear about more companies that are making forward progress doing the right things. There are a lot of others out there who can use some additional encouragement.
Filed under: Economy, Leadership, Marketing, Methodology, Research, Sales 2.0, Sales Training Companies, sales process, social media
Another good post Dave. As always, you have me thinking…
In terms of social engagement, social crm, you are right that an unorganized series of tactics will often lead to only failure. Sadly, this is where many people are struggling today and is the reason why many of us in the Social CRM community are working to educate and promote true social crm (processes, products, best practices).
John Moore
http://twitter.com/JohnFMoore
Fantastic post, Dave
When I launched Business Expert Webinars, it was with the vision of providing affordable, live, online business training delivered by thought leaders. In a relatively short period of time, we’ve become the leading provider of this type of training in the industry.
Interestingly, people associate webinars with being marketing events and expect them to be free. However, no one expects training to be delivered at no cost. Our eLearning training programs are not free, but they are effective and affordable.
And, eLearning isn’t a fad…it is here to stay. It will be part of the core of the new training strategy that evolves as a result of our down economy.
Hi Dave,
I recently took the decision to set-up my own sales consultancy and training business. I started on April 1st this year having planned my exit from Corporate life for 9 months. In the UK that day is called “April Fools”, not sure about the US…
Fool or not, I am really enjoying the excitement and the challenge of running my own business. I’ve won a couple of clients and am delivering a sales programme that’s already been described as “transformational” by one of the delegates whom I’m coaching. In my experience too few sales people have the structure, discipline (and therefore) the confidence to be great at what they do.
It is my goal to work with SME businesses in my region (North East UK) and beyond, to sell at a higher level. To sell value and to sell solutions that are focused on solving customer challenges.
Unfortunately too many people still see sales as an art form – “black magic” rather than a science. I believe the UK is behind the US when it comes the Sales Profession.
In order to try and develop my thought leadership brand I have set-up a blog (www.englebyassociates.com/blog). I have particularly enjoyed this part of the journey since I started almost four months ago. In light of your article I’d be interested in your feedback. I’ve have been focused on providing hints and tips but with the intention of helping my readers develop their structure and their strategic approach. Surely helping people develop these areas is exactly what we should be doing? If I can provide useful advice to a reader that helps them keep focused and strive to become a better professional whilst also at some point in the future turning into a lead of a piece of business for me then that’s hopefully the win-win we’re all looking for.
If you do get a chance to review my site/blog and comment back to me it’d be really appreciated. I’m open to all suggestions – continuous learning.
Kind regards,
Richard
Engleby Associates
I know you’re one of the ones that are helping, not hurting, John. Thanks for the comment.
Could not agree more. If I read one more list of Top 5 Tips, Hints or Shortcuts for Sales Success I may loose it. The science of selling is more important than ever and at 3forward we encourage every sales leader we work with to understand the long term value of Sales Basics. Short cuts in selling are like short cuts in the gym, your results always suffer.
Yes the new technologies can be tremendously helpful, but they don’t replace hard work and the fundamentals of the sales discipline. Our firm believes in a philosophy we call Old School / New Tools. We have a page dedicated to it on our site to share the best of what we find from leading sales practitioners. http://3forward.com/old-school-new-tools/. We hope it provides some help to those looking to maintain a focused selling methodology in the face of all the shortcut suggestions out there.
Thank you for a great post and keeping everyone grounded.
[...] Dave Stein writes in a recent post on his excellent Sales Leadership blog, “On the subject of shortcuts, it’s disappointing to see that “free” sales tips, tricks, and silver bullets continue to appear in dozens of blogs and websites every day. The very salesreps and managers that seek out these tips are the ones that are hurt most by them. They need structure and a strategic approach for selling their products and services to their customers. When you think about it, these sales tips aren’t really free at all. They cost money. A lot of it, in the form of lost business opportunity—deals those reps will never win because they are seeking shortcuts and shortcuts don’t work in sales.” Read More… [...]
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