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03/26/2024
Initial Sales Skills
Source: Bill Farquharson, The Sales Vault, March 25, 2024
I had an interesting phone call with a client last week. She had just hired a new sales rep and was calling to discuss training options. “First, of course, I need to teach him about the industry,” she started. “Product knowledge is paramount.”
Is it, though?
I would argue a better place to start would be to teach the rep how to ask qualifying questions. Teach him or her to be curious. I would much rather have a salesperson adept at the skill of uncovering needs than knowing what the C stands for in CMYK.
Back in the day, we used to call this, “Learning the story behind the piece.”
Imagine someone handing you something to quote. From here, you have two choices. You can focus on the specs and ask questions about paper type, ink quality, size, and quantity. The other option is to focus on usage and ask questions which take you to another level:
- What is the purpose of this document?
- Who is your ideal customer?
- How do people find you now?
- Why do people buy from you?
- What is your differentiator?
Think of it this way: A customer cares nothing about print. A customer cares about their world, their needs, and their challenges. Asking questions that get them talking helps you to uncover clues as to the right solution. From there, this solutions-based sales rep can head back to the plant and talk to someone who knows the ins and outs of print.
Is knowledge of the industry important? Of course. But is it the first stop on your training journey? I don’t think so. Focus first on communication skills, the questions to ask, active listening, reading the room, and how to look beyond the specs.
Product knowledge will come in time. Teach them first how to get the client talking.
The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.
The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.
Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.
Other Vault resources:
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