Business Sales Training in the UK - Only the Tip of the Iceberg

Many companies in the UK recognise that business sales training is an integral component of any successful business plan. But in today’s competitive business environment, just sending your sales staff randomly to sales management or training programs or seminars isn’t enough. Your sales strategy needs to be integrated into your day-to-day operations. Here’s some information about how to implement sales training for business so that it reaches all sectors of your company.

Assess Your Needs and Skills

Effective business training for sales begins with a thorough, frank examination of your current needs and an identification of the skills needed to meet those needs. Be sure to seek the counsel not only from your sales staff and sales managers but also from line and middle managers. Your upper level managers, such as directors and vice-presidents should also be recruited for their input and support. In addition, it’s critically important to examine your company’s culture to make sure that any business development sales training you implement is compatible. According to a book by Deal and Kennedy, Corporate Cultures: The Rites and Rituals of Corporate Life, there are four basic types of corporate cultures into which most businesses fit.

Work hard/play hard culture: This culture is risk-averse but strives for high-quality service. Feed back is rapid and meetings are team oriented. This culture also uses jargon and buzzwords extensively.

Tough guy/macho culture: Characterised by quick feedback and high rewards. This culture is sometimes found in high-pressure occupations like brokerages and police forces. Also common in team sports.

Process culture: This culture is prevalent in companies where there is little or no feedback. Consequently, people’s focus shifts from goals to a near-obsession with how things are done. Common in bureaucracies, especially government and public service entities.

Bet-your-company culture: Typified by high-stakes decisions that may take years to realise, such as oil exploration or military aviation where results often are not known for years.

Create a Business Training and Development Program

Once you’ve identified your corporate culture, it’s time to look at issues like time management and sales force management with an eye toward streamlining these and other processes. Again, be sure to consult with your sales managers, VPs and directors. Then formulate an approach that includes the following:

Sales skills assessments both before and after the sales training.
Sales training and business management training tailored to your culture that may include the following modalities:

• Online or computer-based training
• Sales skills certification
• “Best sales practices” instruction customised to your culture
• Sales coaching training and tools
• Reporting and accountability

Once your goals are set, you can either implement the plan in-house or consult a training centre for sales and business to develop a sales training skills program that includes not only your goals but also proven principles and techniques for communicating your message clearly to your employees. Either way, a business sales training program for your UK company can be an effective tool to increase both morale and the bottom line.

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