To successfully train your sales forces in the field, it is essential to provide them with appropriate tools, fluid communication and targeted training, in order to strengthen their effectiveness and commitment.
Training sales forces in the field has become a strategic imperative for any company wishing to remain competitive. Sales teams are the face of the business to customers, and their competence, motivation, and efficiency largely determine the success of business operations.
This article explores why it is crucial to properly train your sales forces in the field, the specificities of this training and the most effective approaches to adopt.
Why train sales forces in the field?
- Increasing complexity of sales:
- Sales are becoming more and more complex, requiring numerous interactions before closing a deal. A Seismic—LXA study (2023) found that 47% of professionals think it takes more than 10 interactions to land a sale. In this context, solid training is essential to equip salespeople to face these challenges.
- Adaptability to customer needs:
- Customers are increasingly demanding and informed. Training sales teams in the field makes it possible to better understand and meet the specific needs of customers, thus improving customer satisfaction and loyalty.
- Alignment between sales and marketing:
- Good alignment between sales and marketing teams is crucial. 80% of professionals recognize its importance, but putting it into practice remains a challenge. Training plays a key role in creating a shared understanding of goals and strategies.
- Technical skills and data use:
- With the rise of sales technology (SalesTech) and the use of data to guide business decisions, salespeople need to be trained in these new skills to remain effective and relevant.
Specificities of the training of sales forces in the field
Unlike classroom training, the vocational training in the field involves practical and immersive learning. Each salesperson has different skills and needs. It is therefore important to personalize training content to meet the specific needs of each individual. Training solutions must therefore allow them to quickly and easily access relevant and concrete information for their work, without overloading unnecessary information. Facilitate the training of field teams is also a challenge, managers and trainers must take into account all the specificities of sales teams.
Since sales force schedules are often irregular, it is crucial to offer flexible training options Online training platforms and mobile applications offer solutions that are accessible at any time, allowing salespeople to train on their own schedule.
Capitalizing on mobile tools is essential. With 82.6% of the French population owning a smartphone in 2022, businesses must integrate tools like tablets and mobile applications into their training programs to allow quick and easy access to information.
How to effectively train field sales forces
- Focus on Sales EnABLEMENT, a strategic process that aims to train and deliver the right content to sales teams to engage their customers more effectively.
- Set up monitoring systems to assess the application of skills in the field and to adjust training programs in accordance with the results obtained.
- Valuing the efforts and successes of salespeople through recognition and reward systems to maintain their motivation and commitment.
- Integrate practical workshops, simulations, and role-playing to make the training more engaging and effective.
Best practice: Since 2016, Decathlon has been equipping tablet sellers so that they remain available on the sales floor while having access to all the necessary information.
Top 5 training courses for sales representatives in the field
1. Knowledge of products and services
Sales people need to have detailed knowledge of the products and services they sell. This includes not only technical characteristics, but also advantages and benefits for customers.
With the rapid evolution of products, it is also essential to provide them with regular training on new features, updates, and innovations.
2. Advanced sales techniques
Training salespeople in negotiation and closing sales techniques allows them to manage customer objections and finalize transactions effectively.
Understanding the different stages of the sales cycle and knowing how to manage them effectively is also essential. This includes prospecting, qualifying prospects, presenting products, negotiating, and closing the sale.
3. Use of sales technology (SalesTech)
Training salespeople to use customer relationship management (CRM) tools and other sales technologies is essential. This allows them to track customer interactions, manage sales pipelines, and analyze data to improve performance.
4. Communication and presentation skills
Training salespeople to use visual materials, to structure their presentations and to adapt their speech according to the audience is essential.
5. Alignment with marketing
Training salespeople to collaborate effectively with marketing teams is crucial for strategic alignment. This includes understanding marketing campaigns, using communication materials, and sharing feedback from the field.
By adequately training sales forces in the field, Businesses can not only improve the skills and effectiveness of their sales teams, but also increase customer satisfaction and loyalty. By setting up monitoring and recognition systems, companies ensure the continuous motivation of their sales forces, thus creating a virtuous circle of performance and success.
