How to train experienced sales staff?

The ancients said: "My life is also a career, and the knowledge is boundless."　　Said is "Never satisfied, lifelong learning," meaning, 360 lines, the line is so, sales people need diligence. Today, the rapid advances in knowledge and technology are prompting experienced salespeople to make a choice: to "Live and learn", to renew knowledge, or to compete in the process of aging.　　The same principle applies to the enterprise in which it is located, that is, those enterprises and organizations that do not continuously provide skills training to employees are doomed to be buried in the sea. Many companies often deny the need for training (even some large companies) and often use "we only employ experienced salespeople" as a pretext and excuse, thus refusing to develop and implement employee training programs, and they treat experienced salespeople as "a living textbook".　　In fact, this is just an idealized thinking. The secret of successful enterprises is: should ask the sales staff to continue to learn, in order to maintain their own and the competitiveness of the enterprise.　　On the contrary, he (she) and the enterprise will be eliminated sooner or later by the market. First, create the best learning environment of the 6 major elements we can not find that, because of the cessation of learning, some salespeople have stalled. So what is holding back the pace of learning and progress for salespeople?　　A study by Kotler Consulting Group suggests that environmental factors limit the learning activities of salespeople, making their studies ineffective.　　The study found that 6 key factors can improve the learning environment and promote personal development. 1 Create an environment so that sales staff can feel the support of everyone. In daily work, sales managers can be strengthened or corrected for changes in some behavior of salespeople.　　To this end, sales managers themselves have to receive training, he wants to know how to support the students ' learning and training activities. 2) should be regarded as the sales staff partner. When expressing their views, they should respect each other and appreciate each other.　　Managers and sales staff should learn from each other to achieve both teaching and learning. 3 Sales staff should use the "self-guidance" learning methods to consolidate training activities.　　For the entire training, learning process, the sales staff should try their best and consciously participate in it.　　4 Enterprises also need to measure and assess the skills changes before and after training, and encourage experienced sales staff to share their experiences with others.　　5 The participants should participate actively and proactively in the training process through interaction, drills, role-playing and game activities. 6. The regular feedback mechanism should be used to understand what students have learned and what they need to learn.　　These feedback methods include "assessment, management observation, peer feedback" and so on.　　Second, how to train experienced sales staff? To provide effective training to experienced sales staff, enterprises should be considered from the following three aspects: 1. Motivation has no motive, so it can't learn.　　Training is futile if experienced salespeople think they don't need that knowledge and skills. The motivation of learning is the benefit of a salesperson's awareness of learning. EnterpriseThe requirements and expectations of the sales staff should be raised, which has a profound impact on the realization of enterprise goals. In addition, what you measure, what he studies, this is "evaluation".　　In fact, when salespeople are aware of the importance of the assessment, their motivation to study or the use of the knowledge they have learned will be enhanced. 2. Strengthen the training of experienced sales staff, coaches or trainers should change the traditional practice. Psychological research has found that the hardest thing for adults to do is change.　　In most cases, salespeople are not aware of the need for these actions to change. Therefore, to trigger "behavioral change", we must first know how to change the behavior--strengthen learning and application. Tracking and hardening after training can prevent salespeople from slipping back into the old behavior pattern.　　It is particularly important that when a sales manager implements a tracking enhancement for a salesperson, it conveys a signal to the salesperson that the actual transformation of the knowledge is important, and that it is the foundation of the sales staff to receive training. Train experienced sales staff to change their behavior. However, studies have shown that only 10% of enterprises have assessed the effectiveness of training based on this standard.　　Salespeople and training organizations often only stay on the level of assessment of classroom training. The results show that the lack of reinforcement and transformation mechanism will adversely affect the effectiveness of training after the centralized training is completed. Otherwise, 87% of what is learned will be forgotten within 30 days of the end of the training. Many companies have reported that, after training, the company did not carry out the training of sales staff tracking work.　　Similar studies have shown that, although the sales staff in the training of the response is positive, but after a period of time, there is no obvious behavioral difference between the participants and those who did not attend the training. 3. The transformation of the so-called "transformation" refers to the experienced sales staff to apply their knowledge to the relevant work.　　Clearly, this is a major goal of training sales staff.　　There are 3 key factors affecting skill transformation: 1 The sales staff must actively participate in the whole learning process, they are eager to learn, and are willing to follow the follow-up and evaluation work after the training. 2 management should require trainees to actively apply the knowledge they have learned, and require them to take full responsibility for the training activities themselves.　　Clearly, this conveys the message that this training is very important! 3 Sales staff should combine theory with practice. Combining the content of the study with the actual work is the most effective learning process, which will greatly reduce the difficulty of transformation, shorten the transformation time, and the sales staff can quickly apply the knowledge and skills to practice. The actual ability of the salesperson to translate the knowledge and skills that they have learned depends on the environmental conditions after the training. Among them, the support of managers is the most critical environmental factor, it will directly affect the process of transformation.　　When managers give strong support, salespeople can use and develop the knowledge and skills they have learned through training. Three, no plan, simply do not training!　　Prior to the training, the most important task of the enterprise is to develop a complete learning plan, it should be able to help experienced sales staff to learn new skills, and apply to practice, and the actual effect of measurement and evaluation. In each stage of the study plan, the enterprise must use various tools to fully embody the learning effect of each stage. Before, during and after training, we should evaluate and measure the ability of sales staff.　　Only in this way can you provide enough feedback and learning opportunities for each salesperson to master the knowledge and skills that are in line with the requirements of the enterprise.　　Prepare sales and management staff: compare skill objectives with business objectives, identify gaps, and prepare before training (pre-test, Course preview, etc.).　　Training focus on learning: By focusing on learning to lay a sales base, to form the entire company can be used in the "Best sales Practice", and focus on the study of the content and the actual work of the combination. Strengthen the study: Students should continue to strengthen the study after training, and strive to achieve the transformation of skills, so that training has a practical effect.　　This requires the Sales Manager (or other management) to participate and evaluate the performance.　　Certification assessment and Certification: Evaluate the phased learning outcomes and identify the skills gaps that hinder performance improvement.　　Summing up practice has proved repeatedly: experienced sales staff also need to continue to learn, enterprises should create favorable conditions to continuously improve the competitiveness of sales personnel, thereby indirectly improve the competitiveness of enterprises. In addition, the enterprise organization, the implementation of training activities is also a malt, the training of experienced sales staff is especially inseparable from careful planning and organization. Otherwise, the investment in water ticket does not say, may also reduce the authority of the training department and bring great loss of opportunity.