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3 Strategies for Effectively Developing the Right Calling Approach

Posted by Steve Bookbinder on Feb 23, 2017 8:19:00 PM

Whether you’re new to sales, or an experienced pro, developing the right approach to making sales calls is a strategic advantage.
As a salesperson, oftentimes the first impression you make is over the phone. Whether that’s talking to a new prospect, building a client relationship, or maintaining contact with long term clients.
Developing an effective calling approach and phone persona is essential to your sales success. But how can you develop an approach that will consistently drive results?
Consider these 3 strategies as you develop, refine, and optimize your calling approach: 
sales call approach ideas

1. Personalize Your Message

Think about who you are calling and why you are calling them before you pick up the phone.

First, we must consider what kind of leads are you calling and what’s the right strategy for each?

For example, let’s say you were just assigned a new lead. This lead came in through the website as an inbound lead who downloaded your newest eBook. What’s the approach for this type of lead?

To start, we must do our best to research who the person is, what company they work for, why they might be interested in the eBook, and whether they’ve downloaded any other resources from your website.

Why are these things important?

Because each piece of information helps you paint a picture of who you are calling. The more you know about the company, the person, or the industry in general will set you up for success because you’ll be able to tailor your message by saying something that resonates with the lead.

In this inbound lead example, you could personalize your message in a simple, yet logical way by helping them identify the key takeaways from the eBook they just downloaded and offer ideas about how the information applies to their job, company, or industry.

Taking this approach helps you position yourself as an expert, presents your company/offering in a positive light, and lets you take the role of the helpful salesperson who is educating them on new information and solutions.


2. Build Your Sales Story

 Identifying the right approach for each type of lead is only part of the game. The next step is to build your value proposition by crafting a compelling sales story.

We often think that facts and figures are what motivate people to take action. But the truth? Facts and figures aren’t nearly as effective as telling a great story.

Let’s say you’ve got a prospect on the line and they want to learn more about your solution. Instead of rattling off numbers that will mean nothing to them, consider walking them through the story of how you’ve helped other companies, maybe even mention a competitor of theirs, and help them visualize how your product and/or service delivered results for that company.

For example, you could say something like: “We’ve had a lot of success with companies like yours who have experienced some of the same challenges you may be facing, so I’d like to learn more about what you’re doing, tell you how we’ve been implementing solutions for businesses like yours, and see if there’s a match.”

You’re not only going to get their attention fast, they’re going to want to know how they did it, when they started doing it, how far behind they are, and what they need to do to catch up.


3. Understand the Rhythm of the Call

Listening is the key to a great conversation. So when we are speaking with prospects and clients over the phone, we must listen to the rhythm of the call and make certain decisions based on the rhythm.

If you ask a question and the other person responds as soon as you finish speaking, this probably means they’re tuned in. On the other hand, if there’s a long gap and their response doesn’t really relate to the question you asked, they’re probably not connected to the conversation.

As sales professionals, our goal is to ask 2nd level questions in order to create a more substantial conversation. 2nd level questions, asked in the right context, encourage the customer to share relevant information needed to understand their true interest in our business solution as well as their motivation to help their organization acquire it.

This is the type of conversation when the customer reacts to the salesperson’s interest and capabilities by sharing relevant information about their background, biases, plans as well as their power, influence, and motivation to buy.

The best way to help them make more sales is to maximize their time with people most likely to buy and minimize their investment in time with the rest.  At the same time, sellers need to dig out opportunities that are not immediately obvious but lying just below the surface waiting for a skilled salesperson to uncover and close.



Remember these 3 strategies the next time you’re ready to pick up the phone, and you’ll be on your way to building a connection with your prospects and clients while creating a more open sales dialogue.


Editor’s Note: This post was originally published in March 2013 and has been updated.

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Topics: sales, tips, selling, sellers, prospecting, value, skills, sales tips, sales training, digital media training, cold calling, call, small business, improving, marketing, strategy, phone

4 Reasons Why Most Local Businesses Shouldn’t Invest in Social Media

Posted by Anna Adamczyk on Aug 6, 2015 9:08:00 AM

If you’re a local business one of your main concerns is how to get the word out about your products or services. You don’t have a huge budget like some large national corporations and need to be smart about what you spend on.

Hopefully you’ve invested in creating a website that has pertinent information your customers need, and perhaps you’ve also been advertising via traditional media or started investing in digital advertising.

Now you might have also begun wondering whether you should be doing even more by investing time, energy, and resources in social media. Facebook, Twitter, LinkedIn, Pinterest, YouTube, Instagram, Snapchat...the list goes on and on.

Many businesses have the idea that if they simply create a Facebook page and spend some money promoting a few ads, they’ll see lots of activity and business will start pouring in. Unfortunately that’s not the case.

So as a local business, is it worth spending your time and budget on social media?

Here are 4 reasons you shouldn’t invest in social media:

1. You’re not in the right place


Think about your business’s customers. Who are they? On average, how old are they? What do they enjoy doing in their free time? These types of questions can help you create a buyer persona.

All social media networks have rather established baselines for their user base. Is your buyer persona in alignment with the demographic using that social media platform?

If you’re targeting a younger demographic who needs up-to-date information on a service you provide, then perhaps Twitter is for you. If you have a law firm specializing in divorce, Instagram which provides visual content to a generally young demographic, probably isn’t the social media solution for you.

In fact, assessing whether or not your customers would actually be interacting with you on social media channels is a fundamental question you have to ask yourself seriously. And is every channel honestly necessary?

If your services or products lend themselves to visuals and your customers tend to be younger - then maybe Instagram and Pinterest are all you need. Or perhaps as a law firm - a LinkedIn page would be enough.

2. Your messaging is off base

Let’s say your business actually does have a younger demographic and you’ve chosen to use Facebook as a way to get in front of them. What are you posting? What posts are you spending money on promoting?

Remember the keyword in social media - it’s social. It’s where people go to exchange and share information and opinions. Your messaging needs to be informational or your audience will quickly tune out and you might even ruin your reputation.

Start providing relevant, useful, and timely information and your following will grow. It’s all about content marketing in whatever medium the platform you’re working with specializes in.

If you’re a car dealership that creates videos providing viewers with information about the various cars you’re selling that would actually help them in the decision-making process, then your messaging is on point. If however you’re only using Twitter to constantly post your contact information - then you’re off track.

Evaluate how you can provide value to your customers. Identify their pain-points and craft your messaging in such a way that gives them beneficial information.

3. You can’t commit

Social media isn’t something you set up and then step away from. It’s not a commercial you spend money on producing and then let it run its course on TV.  It’s something you have to be constantly engaged with and will require significant resources.

Whether that’s money to sponsor certain posts or produce some material, or the time it takes to respond to customers’ comments and questions - you’ll need to invest effort into your social media channels consistently.

If you’re spread too thin, reevaluate again. Is this necessary? Is this something that’s actually helping my business?

4. You expect too much

As a local business seeing immediate returns on your social media efforts is unrealistic. You have to realize that although you’ll hopefully garner engagement, your profits might not immediately see a spike.

Seeing return on investment will take time and it might not always be in the form you expect. You might not necessarily see a direct correlation, but having your name out there and helping spread positive sentiment about your brand on social channels is one of the best things you can do for long term business success.

If you’re committing to the right networks, producing quality content, and having realistic expectations about your efforts then your business is a prime candidate for using social media with true impact. However, if you can’t say with certainty that you’ll be able to use social media to it’s full potential and do justice to your business’s products or services, then maybe it’s not the right time to invest.

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Topics: small business, social media, social media marketing

5 Reasons Local Businesses Should Invest in Digital Advertising

Posted by Anna Adamczyk on Jul 21, 2015 9:13:00 AM

Local businesses have long been using traditional media such as print, radio, and TV to advertise. Yet many are still hesitant to jump into the digital space.

It can be a bit unsettling to start spending money on something that may seem a bit complex or unfamiliar, but local businesses are perhaps the best candidates for successfully investing in digital advertising.

As a local business, why should you finally get into digital advertising?

1. It’s a complement

complement-fit-togetherDigital advertising doesn’t compete with, but works to effectively complement whatever traditional media method(s) you’re already using for advertising. Utilizing both traditional and digital marketing techniques allows your company’s message to be spread across many different channels.  If you’ve been running campaigns on local TV, pairing that with advertising on those stations’ digital outlets is the best way to see even greater success than with TV alone.

Digital advertising is perfectly in line with your local business’s geographic concerns. You’ll have more reach and the power to truly focus on the audience you’re trying to target.

2. It’s cost efficient

Think about how much time and money it took to create that TV commercial. Repurposing those efforts for a digital video ad will stretch your dollar further.

Banner ads and other formats are even more affordable to produce. Saving time and money in the production stage of the process is important. But what digital advertising also allows you to do is quickly tweak and adjust once data about the campaign starts rolling in.

3. You’ll get real time data

Traditional media provides very limited insights into how your advertising campaign is actually doing. Digital advertising, however, can be tracked in real-time to monitor a wide range of information about your audience and the campaign’s performance.

Aside from having the certainty that your ads are being viewed locally, you’ll also have stronger insight into their demographic, psychographic, and behavioral qualities.

This kind of data is not only extremely beneficial to the campaign, but also your entire marketing and advertising strategies. Having additional information about the who, how, and when of your target market will provide unlimited future potential in all of your promotional efforts.

4. You’ll shorten the sales cycle

Digital advertising is interactive and engaging. Someone can click to schedule a free consultation, request some information, or simply explore your offering and express interest.

Traditional advertising is great for branding purposes, but actually making an effort to pick up the phone to call or remember the name of your company to look up later is more than most people are willing to do.

Digital ads can get an immediate response. If you’re offering something someone’s interested in, the sales cycle will be much shorter and will help you get hot leads immediately instead of waiting for them to trickle in through your doors or the phone to start ringing.

5. You’ll stay competitive

How many of your competitors are already advertising on digital platforms?

If not all, then at least most have already gotten into the game. Whether we’re reluctant or willing to embrace it, technology and innovation isn’t slowing down. Will it completely wipe out traditional media? Definitely not. But in order to stay competitive and keep up with the times you’re overdue to start investing in digital.

If you’re already spending on advertising on TV, print, or radio - seize the opportunity to grow your business and see an increased return on investment with digital advertising.

You won’t have to stop any existing campaigns, but you’ll have the peace of mind that they’re being magnified and reinforced. Saving time and money on production with the ability to test more readily and increase your market insights is invaluable. Shortening your sales cycle by quickly reeling in prospective buyers and gaining information about them will help your local business flourish.

What’s holding you back from investing in digital?

Competitive Selling

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Topics: small business, digital ad campaigns, business tips

Inbound Telesales: 4 Strategies to get from Hello to Suggestion

Posted by Kevin Kiriluk on Mar 7, 2013 4:26:00 PM

By Steve Bookbinder, CEO, Digital Media Trainingtelesales

Inbound telesales is all about telling your story from the customer’s point of view. It means carefully considering and really understanding the customer/client. There are four strategies we want to focus on, which are: attention, adjust, help, and personalize.  

1. Attention
When someone first calls us, do we really have their attention? It may feel like they are listening and that we must have their attention, but we need to consider the opening moments of the call. The caller may not have been able to reach us right away and when they’ve finally connected, they may be uncertain as to if they’re calling the right person, right department and if we’re able to help. Think about what you say and how you say it.  Often times, inbound telesellers are classified as not being able to actively listen, unwilling to help and really not that professional. If you’re an inbound teleseller, the next time you receive a call try adding a smiling and brightness to your voice. This approach will make it sound like you actually want to be there and we will be more likely to get their attention.

2. Adjust
As an inbound teleseller, we must learn to adjust. We might start off the call by asking how we can help, then we begin to answer, they listen to the answer, and now we want to ask another question. The next question should help us gain insight into why the person is calling. For example, a question like: “what made you call today?”  is not only short and easy to answer, but it reveals they're underlying motivation and their urgency that will help us present our offering in a more compelling way.

3. Help
Inbound telesales is all about helping people find the right information. Often times, if we offer help in the right way, people are open to it. But if it’s done in the wrong way it can come off as unsolicited advice. But what's the difference?  In order for the other person to be open to listening and accepting our help, we must first ask, listen and learn. Consider starting off by saying, “before we begin…” which will allow us to position our help in a friendly and conversational manner as well as to ensure we are both on the same page. When asking for help, most people are concerned that the person offering the help doesn’t really understand them, their goals, or anything about the considerations they're making.  

4. Personalize
Tell your story from a customer’s point of view. When we’re delivering answers, asking questions or explaining our offering, we should be sure to include comments like: “Let me tell you what my other customers are saying.” “Here's what a lot of other customers are thinking about, and these are the types of questions they’ve been asking.”  By sharing relevant examples that the person can relate to, we are personalizing the call in a way that they’re more likely to listen to our answers and buy our offerings.

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Topics: sales, training, tips, selling, skills, sales tips, sales training, cold calling, small business, strategy, leads, telesales

4 Ways to Improve Your Communication

Posted by Kevin Kiriluk on Feb 19, 2013 1:01:00 PM

Want to improve your communication? First, focus on improving your relationship.
How? This will help improve both your professional and personal communication as well as your relationships: Focus on the quality, not quantity, of the time you spend with the other person. Time quality has 4 dimensions:

1. What you talk about- Spend an hour talking to someone about the weather and it may be worth only about 5 minutes of quality time (unless you are a professional weather reporter interviewing for a job).  But 5 minutes spent talking about something that is personally and/or professionally important to both of you will feel like it’s like an hour of quality time.   

2. The number of times you speak – You may speak with a person once for 60 minutes and yet still feel like strangers. However, after you have spoken with each other on occasions for 20 minutes each time, both parties may really feel like they know the other.  Sometimes you can’t delve into the important topics until you have already had a few conversations.

3. Where you are when you are speaking - People relate to their space in interesting ways.  If a seller walks into the prospect’s office, he or she is now in someone else’s kingdom and tend to behave in kind. If a seller walks into a big lecture center, he or she almost yawns in anticipation. On the other hand, if 2 people meet in a neutral site (a restaurant, for example), both parties are on an equal footing.  

4. Checking that you both understand each other - You are showing people the most sincere form of attention when you seek to understand another person.  Who doesn’t like that form of attention?

So, how do we incorporate relationship-building/ communication-improving strategies into our training so that people finally learn?

  • Regarding what you talk about: Make sure the trainees are getting their training in the clearest, shortest, most relevant, most engaging format, told to them in a high-level > low-level explanation model.  It works to break down “obvious” points into subcomponents: for example, when describing a skill as part of your training, try focusing on what to do before, during, and after that activity.  This format reveals insights and makes people more aware of the importance of things they may be skipping.

  • Regarding how often you talk: To sit in an 8-hour training workshop and fully absorb all of the content and turn it into a long-term habit is not only challenging, it is the rare exception.  Most people need to be introduced to a topic and revisit it with regularity over time in order for the information to sift into their brain and to “turn the ship” and cause the changes the training is supposed to achieve. Training is not what happens in the workshop. Training is what happens when a person starts using a new skill and then receives further training, to which they are now more receptive.  For example, most of us didn’t really pay enough attention during Salesforce.com training—until we had to use it.  All of a sudden, we are all ears.

  • Regarding where you are when you speak: When the trainees are in someone else’s kingdom (the training room, etc.) they are not as relaxed as they are at home, in their cars or in their offices. They are usually more relaxed in neutral sites like restaurants and airports than the boss' office, the training room, or conference rooms. So, if some of the training can take place in these settings, the trainees will be in the right frame of mind to read, listen, watch, and learn. This is why an M-learning reinforcement strategy is so important — how else to train them then when they are in their comfort zone?

  • Regarding Checking:  Obviously, this includes asking “checking questions” during training and quizzing people on training content but it doesn’t end there.  For most business skill training, the only real measurement that matters is how much better the trainees are able to perform their job.  For example, if you are conducting sales training, you should be looking at sales KPIs in your CRM.  Ideally, you can see a dashboard of who received what training and what measurable effect it is having on their job performance.  

The challenge of training is really knowing when you are getting through.  You need the right dashboard so that you can optimize your training with real-time feedback. In the same way that digital advertising campaigns are optimized in real time as advertising impressions are served based on immediate feedback about how people react to the ads, sales trainers need real-time data about the training’s effect on sales KPIs.  Otherwise, your training campaigns are never optimized and the trainer is only guessing what works. You may be teaching, but are you training?  Teaching is about covering the content; training is about getting trainees to improve their skills, abilities, and confidence.


About the Author:


Steve Bookbinder is Co-founder and CEO of Digital Media Training, a training partner to some of the most successful sales organizations around the world.  DMT delivers training which treats sales as a competitive sport and changes behavior needed to help sellers consistently win.  DMT is a leader in M-learning training reinforcement with a proven track record of improving sales through training. Steve has delivered more than 500 keynote speeches at national sales meetings, conducted more than 3,000 training workshops and trained, coached and managed more than 35,000 sellers and managers from leading companies around the world for more than 20 years.


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Topics: sales, training, tips, selling, sales training, managing, manager, digital media training, team, digital, client, cold calling, micromanaging, small business, marketing, strategy, digital marketing

Do You Have a Digital Identity?

Posted by Molly Depasquale on Feb 15, 2013 8:55:00 AM


If you can, think back 15 years ago, some of us may have just ignored the internet and all of its transforming qualities. It changed the way jobs were being performed and in order to avoid being left behind, you had to learn how to leverage this new world order.

Flash forward to today’s world, 2013:

In today’s world, ignoring the internet and all things digital in your business or personal life is close to impossible. Most, if not all, of us have a mobile device, laptop or PC that instantly connects us to the digital world. But in order to stay current and keep up with the ever-changing digital landscape, we must keep a watchful eye over all the industry chatter and new developments, regardless of the industry.

There are numerous companies, organizations and helpful publications that aid us in keeping up with the changes. Chances are you have a subscription to Mashable, IAB Smartbrief, Facebook, HubSpot, LinkedIn, Twitter, Google+, Pinterest, and the list goes on…

But with all of these tools and information, how can we break through the clutter and effectively create our own digital identity?


1. Isolation is NOT the answer:

If you stay insulated by only interacting with your own company’s team and your “offline” set of friends, you are painting your career into an ever smaller corner from which there is no escape. Most people don’t have the right balance between work and networking. Try to get involved with relevant groups or organizations and spend time getting to know the right people.


2. Getting up to date:

Are you running a small business or just trying to start your own personal branding? Not having much luck? Well, have you spent time making sure you’ve taken the proper steps to becoming “visible” online? A surprising number of people have no digital identity, or as equally bad, a non-updated visible identity. With the latest online tools, creating or updating your online identity has become easier than ever. There are tools to easily create your own website (even if you don’t know HTML) like Homestead or Wix, as well as many other marketing vehicles to get your message out, like HubSpot or Vocus.


3. Digitize yourself:

Are you up to the demand of growing your digital footprint?  Unlike most things we learn, this subject is not possible to master without the humbling realization that there is always more to learn; there’s still a constant flow of new ideas and innovation. However, it’s your knowledge of the current digital landscape that is the competitive edge you need over “lesser informed” peers.  For instance, if you’re in digital sales job and you are not mining social media, you are rapidly falling behind.  


4. Understanding the digital landscape:
There are various business products, services and technologies that help us understand this vast digital landscape, but any way you slice it, the ball is in your court, the tools at your fingertips and the responsibility to keep improving is yours alone.  You have to be your own trainer and coach to really learn this stuff.


What are you doing to stay up-to-date and learn new skills? We want to know how others are successfully creating a digital identity and handling the job of getting and keeping themselves at the top of their game.  Please share your comments below.



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Topics: sales training, digital media training, digital, small business, social media, digital marketing, digital identity

5 Skills the Most Competitive Sellers Focus on Improving

Posted by Kevin Kiriluk on Feb 7, 2013 1:00:00 PM


By Steve Bookbinder


In each industry, the winning seller – that is, the one who consistently reaches sales goals – sometimes has to take market share away from their competitors. To consistently win, sellers need to top their peers. The challenge for most sellers is that within their own industry-vertical their peers share the same “selling” skills.

Here are 5 phases of the sales process that sellers can potentially beat their peers:

1. Prospecting

A. So many sellers are looking for short cuts and efficiencies.  Instead, out-prospect your peers by focusing on:

B. The number of different people you call each month, rather than the total number of dials.
Focus on time it takes to schedule a new sales introduction meeting, rather than simply the number of emails and dials.


2. Leading Great First Meetings

A. Have you ever walked out of a meeting and thought “I wish I had given a better answer…next time…” Well, there is no next time. Selling is a performance art and you need to get it right every time. Train yourself to out-perform your peers in First Meetings by focusing on:

B. Research - Do your research! But go beyond reading the prospect’s corporate website. Consider researching the individual too in order to find commonalities.

C. Be prepared to out-answer the same questions that your peers will be asked:  “So, what do you guys offer?”  “What makes you different?” “What makes you better?”  “What makes your offering worth our budget?”

D. Know, before you walk in, “How you are going to open?”, “What you are going to ask?” and “What you will suggest as a reason to meet again by scheduled appointment soon?”.


3. Presenting the Solution

Even the worst sellers are at their best during presentations; the best sellers know they gain an advantage when they use the presentations as way to gain information not only explain their offering.  The winning sellers understand that each sale involves getting the prospect’s feedback about 3 things (think 3 separate sales):

A. The Time Table for delivery (this is usually the least explored area of the sale but needs to be the first – prospects only make decisions when they have to and therefore are only likely to render a decision if doing so moves them closer to solving their problems/achieving their goals.).

B. The offer (and how it fits the prospects stated needs and the individual buyers goals)

C. The Price (the prospect will eventually be alone with your proposal looking at your price.  Make sure you know their reaction BEFORE you put it in writing in the proposal)

4. Negotiating & Closing

Negotiating isn’t some painful activity you do after you finish selling; it is the culmination of the sales process.  You want to beat your peers? Focus on:

A. Always play from a position of strength.  The moment you can’t walk away – or sound desperate – you are lost.

B. Know what you are up against – anticipate the customer’s ideal deal and walk-away point.


5. Increasing your knowledge of Online Marketing and Online Research tools.  

Obviously if you are a media seller you know the importance of continuing digital education.  For non-media sellers: Get with the game – your customer’s are checking you out online and you need to connect with discussion groups your prospects are reading.  Social media is how you get warmer leads, if you know how to play.


Every one of your competitors will try to take away your business through the combination of those 5 skills. Beat them at their own game!

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Topics: sales, training, tips, selling, sellers, sales process, skills, sales training, manager, digital media training, digital, small business, improving, competitive, marketing, strategy

Affordable Sales Training for Small Business

Posted by Kevin Kiriluk on Feb 5, 2013 9:37:00 AM


By Steve Bookbinder


What is the solution? Well, big companies address these challenges by increasing their spending in training, marketing and hiring the right people.  

But, what can small companies do to increase sales?

The answer is training, but not necessarily expensive training.  In theory you could fire everyone who is underperforming against your ever-increasing goals and hire increasingly more skilled people who are just right for your newest sales challenges. In reality, you hired the best people you could.  

But, what small companies can focus on that will have the biggest impact are these 4 skills, called The Big Four:

1. Prospect Management –  Without the right inventory of real, advancing sales opportunities at the right stages in the sales process, sellers will either miss their goal this month or hit this month, but suffer ups & downs of sales in the coming months. Most sellers simply rationalize shoving everything they can into all the columns of their pipeline. That is not the same as managing their prospect base.  True management means determining your ideal pipeline then working your time and territory management, sales strategies and tactical execution of each phase of the sales process from first email to final thank you letter so that your real pipeline matches your ideal client.

2. Great First Meetings How do you convert more qualified first meetings into scheduled next step meetings? Training on Great First Meetings. This is the most important meeting of the entire sales process.  If this meeting goes well, we have a new opportunity. If we don’t qualify properly we may invest too much time in a sale not worth it. Most sellers end their first meetings with a promise to send the prospect something. Keep them entertained and wanting more.

3. Presenting your offer At some point you need to present your offer. Most likely your competitors, who are pitching almost exactly what you are pitching, simply outperformed your seller.  What is the right way to correct that?  Training on that particular skill set; from pre-meeting planning, verifying information in advance of a presentation meeting. Presentation skills and steps that follow the initial presentation.

4. Negotiating and Closing Sellers should measure the gap between the amount of money they are asking for in their proposal and the amount of money they settle with on contract. How do you close the gap? Training in Negotiation.

But, here is the thing to remember. True behavior change that produces more sales begins with training focused on the one of (or all of) the Big Four, each one of which incorporates a range of tactics, disciplines and best-practices.  But it doesn’t end there. 

Apart from the right content, the training delivery needs to be:

1. Ongoing
2. Focused
3. Supported by coaches

So, you want to make more sales?  Focus your training on The Big Four.  But, make the training investment pay better returns by reinforcing it.

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Topics: sales, training, tips, affordable, sales training, managing, manager, digital media training, team, digital, client, cold calling, micromanaging, small business, marketing, strategy