Over 35 years of experience in corporate sales and coaching, empowering sales leaders and teams to meet their goals. I've dedicated the past 13 years to advising and facilitating sales training, sales strategy development (individuals, deals, teams, and business leaders), worldwide.
Here is what I learnt about the Missing Link in Sales Training and why it may not be sticking as well as you planned.
It isn't your team's lack of knowledge or motivation. It's not about learning new closing techniques or mastering the art of the perfect pitch. The truth is that most sales training programmes fail because they don't teach your team how to think.
Correct!. Thinking – real, deep, critical thinking – is the missing link in modern sales training.
Why Thinking Matters More Than Techniques
In today's complex business landscape, no two sales situations are identical. Your team isn't selling in a vacuum; they're navigating a maze of unique business environments, each with its own set of challenges and strategies.
Standard off the shelf approaches don't cut it anymore. What your team needs is the ability to analyse, adapt, and craft tailored solutions on the fly. They need to think like business consultants, not just salespeople.
This is where traditional sales training falls short. It focuses on what to say, not how to think. It provides scripts, not frameworks for understanding. It offers stimulation, not transformation.
The Transformation Approach
So how do we bridge this gap? How do we transform your sales team from script-followers to strategic thinkers? Here's our approach:
Context matters most: We teach your team to dive deep into each customer's specific business environment. What are their challenges? Their goals? Their market position? Understanding this context is crucial for crafting relevant, impactful solutions.
Question Everything: We instil a culture of curiosity. Your team learns to ask probing questions, challenge assumptions, and uncover the real issues behind surface-level problems.
Tailored Solutions: Armed with context and insights, your team learns to develop custom solutions that resonate deeply with each customer's unique situation.
Continuous Learning: We don't just train; we transform. Our approach instils habits of self-development and critical thinking that last long after the training sessions end.
The Thinking Planner: A Game-Changing Tool
At the heart of our approach is the Thinking Planner. This isn't just another sales tool – it's a framework for exploration, a guide for deeper customer understanding.
The Thinking Planner prompts your team to consider key questions about each prospect's business context. It's not about following a script; it's about navigating a conversation with purpose and insight.
We've seen firsthand how this tool transforms sales conversations. Suddenly, your team isn't just pitching products – they're engaging in meaningful discussions about business strategy. They're not just closing deals; they're opening doors to long-term partnerships.
Beyond Training: A New Sales Philosophy
What we're proposing isn't just a new training method; it's a fundamental shift in how we approach sales. It's about moving from transactional interactions to transformational partnerships.
This approach requires more from your sales team. It demands deeper engagement, more preparation, and a willingness to challenge their own assumptions. But the payoff is immense: sales professionals who are seen not just as vendors, but as trusted advisors.
In a world where products are increasingly commoditised, this level of insight and engagement is what sets top performers apart. It's what turns good salespeople into irreplaceable assets for their customers.
The Path Forward
So where do we go from here? If you're ready to transform your sales approach, to move beyond scripts and techniques to real, impactful customer engagements, it's time to rethink your training strategy.
Start by asking yourself: Are we teaching our team what to say, or how to think? Are we focused on short-term stimulation, or long-term transformation?
The sales landscape is evolving rapidly. The businesses that thrive will be those that adapt not just their techniques, but their entire approach to customer engagement.
It's time to stop training, and start transforming. Your customers – and your bottom line – will thank you.