This article originally appeared in the February 2022 issue of Security Business magazine. When sharing, don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter.
Sales training is one of those topics that most business leaders in the security industry like to discuss, but few of them actually implement. It is not because they don’t see the value; mostly it is because many simply don’t know where to start.
For those who do not seek outside help for sales training (see my bio for a suggestion there), here are five principles to effective sales training for security businesses:
1. The topics should be about the act of selling, not just about products. When I ask our clients about sales training, I receive answers about product training almost every time. Whether I am working with a systems integrator or a manufacturer, the answer always starts with and usually ends with product training.
Product training is not sales training. Sales training teaches the various stages of selling – the act of influencing other people to trade their organization’s money for goods and/or services. Topics of sales training should include things like prospecting, creating value, asking probing questions, disarming an audience, closing orders, and a few dozen others.
2. The methods should be tailored to the security industry. I cringe every time I hear the phrase “sales is sales.” Beyond the poor grammar, I cringe because it is flat-out wrong. The art of selling for a textile distributor, a medical device manufacturer, or an ERP software company are all different from each other; and all are quite different than selling as a security integrator. Sure, most good salespeople have the raw talent to be successful in multiple industries, but not for multiple types of selling.
Certain salespeople who are great at selling capital equipment – where they have to sell the value of large-ticket items and then move on afterward – may not succeed at pharmaceuticals, where they have to build trusting, long-term relationships but never ask for an order. Even in the security industry, an amazing regional sales manager for a manufacturer might not succeed working for an integrator and vice versa.
“Sales is sales” is not true, and it is not accurate in sales training. The methods being taught should be specific to the security industry and the type of sale within security.
3. Practice is critical. Sales training, like most professional skills, has become limited to knowledge sharing. Transferring one’s knowledge about a topic is not training. Whether it be playing the piano, hitting a golf ball, or salsa dancing, the goal of training is for the student to be able to proficiently do the activity. If one knows everything about hitting a golf ball but cannot do it, who cares?
It is the same with sales training. Listening to someone speak about a topic is necessary but being able to do it is the goal. The only way to do it is to practice. For example, after learning about the best practices of writing an email to schedule an appointment, students should then practice by writing one.
4. Feedback closes the loop. Practice does not make perfect. Practice, followed by feedback, which is then followed by more practice, makes perfect. This is where leadership matters. Since most sales trainers are not full-time employees, sales leadership must take on the role of providing feedback and helping salespeople improve.
After a salesperson leads a role-playing exercise, the sales manager should provide feedback on the things they did well and areas where they can improve. After developing ideas on how to follow-up after a proposal has been delivered, leadership should review and work through the list with their salesperson. The practice-feedback infinite loop is missing today, but can be a game-changer.
5. Training is supposed to be difficult work. I have never done anything worthwhile that did not take time and effort. In our world of “two-minute abs,” programs that require hard work and more than a few minutes of commitment are passed by for apps with big buttons and audible notifications that make us feel like we have accomplished something. Sales training is hard work. Accept this fact, work hard, and watch the performance of your team skyrocket.
Chris Peterson is the founder and president of Vector Firm (www.vectorfirm.com), a sales consulting and training company built specifically for the security industry. Use "Security Business" as a coupon code to receive a 10% lifetime discount at www.vectorfirmacademy.com. To request more info about the company, visit www.securityinfowatch.com/12361573.
