Sales Training - The Science and Art of Sales Techniques

By Henry Okwo

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One of the reasons that the top performers of each organization continue to bring in a bulk of the revenues is due to their superior sales techniques. Some sales reps are more adaptable than others. They don't use a one size fits all technique. They learn to adapt as the situation dictates, they don't need a script to stick to. The best sales reps use a combination of left and right brain techniques to succeed. Is sales an art or a science? Surely it can be both. If we assume the scientific aspect of sales, it would be primarily left brain functions such as sequential thinking, daily planning, reports and research analysis just to name a few. Conversely, evaluating sales an art would lean towards right brain thinking functions such as creativity, spontaneity and intuition gained from experience. It should come as no surprise that the best sales reps are adept at both.

The top sales producers understand the importance of sales timing. Some may say they simply got lucky, that they were in the right place at the right time. They overlook the steps the best reps took to put themselves in striking position. The best sales reps seem to know the perfect time for everything, whether it's prospecting calls or following up with the client. They know when it's best to follow a certain process or when a situation calls for spontaneous creativity. They know how to read the non-verbal cues and use their great instincts to think on their feet. Clients appreciate the fact that they offer creative solutions to problems and are not mechanized robots. Sales managers should take time to understand what characteristics influence their individual reps and tailor a customized plan that brings out the best of their skillsets.

As in most things in life, some are more naturally gifted in some attributes than others. Sometimes you may encounter a charismatic salesperson and think to yourself that he was born to be a sales person. However a great salesperson does not necessarily need to be born, one can develop great selling skills through hard work, drive and application to the craft. The key is for the sales managers to provide the best possible environment for their reps to succeed. Sales reps come in all shapes and sizes. Using one standard plan for all of them is assuming a whole lot. Nowadays that seems archaic. Modern day sales managers must incorporate the best selling techniques that compliment the sales reps inherent skills and overall style. Through hard work, drive and application, sales reps can learn to use both scientific and artistic weapons to give themselves a competitive edge. You may not develop an average rep into a superstar overnight, it may take a little time, but it will be well worth it.