Why the Service Industry Must Invest in Sales Training

by | Nov 18, 2022

By Mara Thomas

If you want to have a successful firm, you must invest in sales training. Each year, the United States spends billions on sales training. Because it is widely believed that anyone can sell, several organizations invest little to nothing in sales training. Since sales training is what generates money, there needs to be a paradigm shift and mindset change in this area. Whether a company produces tangible things or offers intangible services, it needs to record enough sales for it to stay in operation. It means that it would be negligent to hire salespeople and let them “get on with it” under the presumption that they are competent. Let's examine several justifications for investing in sales training, paying particular attention to the service sector. Our definition of a salesman needs to be expanded as we concentrate on the service sector to encompass everyone who serves as a company's customer liaison. They interact with the customer, and how they treat the customer has a big influence on whether or not the customer decides to buy.

1. Trained salespeople ensure sales success, goodwill, and customer pleasure because they have greater customer connections, product knowledge, confidence, and credibility. For customers, this plausibility makes it simple, especially when it comes to intangible goods that you cannot touch, feel, smell, etc. People purchase you prior to purchasing the thing.

2. The marketplace is incredibly competitive. There are instances when there is minimal diversity among the items offered, such as in the finance and hospitality industries, and it is often “dog eat dog” out there. A high caliber sales team can therefore help an organization stand out from the competition and gain a competitive edge.

3. There are numerous talents required in today's selling environment, therefore you should continually train your personnel in them. A few examples include communication, information technology, problem-solving, emotional intelligence, and administration abilities. Without making investments in them, you cannot assume that your staff is prepared.

4. Salespeople are better equipped to project an image that is consistent with what your brand stands for and change their style of thinking to the company culture and brand values. I recall the period I spent working for a certain courier service that was at the time the industry leader. Everyone from the executive to the salesperson to the courier felt a sense of pride and trust in the company's products. It came about as a result of ongoing practice.

5. Skilled salespeople may gain consumers' confidence and credibility more quickly. Because you can exhibit the features and benefits and “show and tell,” tangible things are typically thought to be simpler to sell. Prior to purchasing, the customer is fully aware of the product's appearance, making comparison shopping simpler. The fact that a service is an intangible makes it more difficult to sell, making credibility and trust crucial. The majority of sales training programs particularly address this topic.

6. If more people knew better, most would perform better. Nobody, in my opinion, gets up in the morning to go to work with the intention of being ineffective. According to John Maxwell, effective leaders “set up their followers for success while ineffective leaders set them up for failure. Due to the fact that not everyone with a stellar resume will perform well on the job, deliberate training is crucial. Since the company has sales goals to meet, training equips one with the skills necessary to deliver positive outcomes consistently.

7. Brand perceptions and image play a significant role in the service sector. Every employee who interacts with clients must present the appropriate image. When sales conferences or other scheduled sales training workshops or seminars were held, the commercial manager of the courier company I worked for insisted that customer service representatives, operations staff, and even the credit controller who oversaw customer accounts attend. The commercial manager had a strong background in the hospitality industry. The outcomes were self-evident.

8. Overcoming objections was one of the main difficulties I encountered in my early years of marketing. Customers today are more knowledgeable about items, especially the ones you are selling. To successfully overcome objections and close more sales, train and outfit your personnel with cutting-edge tools.

9. For new hires, training helps them settle into their new roles, pick up product expertise, and get started right away.

10. Providing the customer with a positive experience, resolving customer complaints and difficult, demanding customers, and taking corrective action when things go wrong are some of the primary concerns that service-delivery firms need to concentrate on. You are assessed based on the impression you give consumers of your goods at the point of consumption, when they are either thrilled or dissatisfied. To guarantee that you consistently succeed in keeping your consumers satisfied, a lot of time, effort, and resources must be invested.

In conclusion, I think that training ought to continue after an employee joins a company and receives their initial induction. If possible, I suggest training be conducted once a month. Make it happen, whether it's a workshop, conference, or a Friday afternoon in-house training. While there are many online courses, interactive videos, white papers, and eBooks available, they are not a substitute for the traditional training session. It's a chance for team development, for coworkers to become closer, and for the team to spend time away from the office. Create a budget for the training calendar. You should spend money on sales training for your employees, in my opinion.

The author of Winning Ways- Precept Upon Precept and other works is Fitzgerald Mujuru.

He is a skilled marketer, web publisher, and facilitator of sales training. He has impacted corporations, entrepreneurs, and organizations as a business consultant by providing consultation, strategy facilitation, and training. His areas of expertise include sales, marketing, brand development, company strategy, management, and preparing leaders for both individual and group success.