1. Winthe Sale withthePowerofPersuasion • Businessisabattlefoughtonthefrontlinesbyyoursales channel,withthesuccessofyourcompany,thesecurityof yourinvestmentsandlivelihoodsofyourstaff,atstake.The righttoolsandproductsareonlyasmallpartofachieving victory.Amuchmoreimportantcomponenttosuccessis strategy.Yoursalestrainingprogramsmustbeatthecore ofyourstrategy,workingtowintheheartsandmindsof thoseinyoursales channel as well as the consumer. • WinningtheSalesChannel • Thefirstbattleyouwillneedtowinisconvincingyourextendedsaleschanneltoemphasize, promoteandsellyourproductsoverthoseofothercompanies.Youmustusethepowerof persuasiontoshowsalespeoplethatasymbioticrelationshipbetweenyourinterestsand theirswillreap returns forboth of you.To accomplishthis mission, you mustfocus on three crucial areas. • Mindshare:Mostofthemembersofyoursaleschannelarenotyouremployees; theyworkfor distributors that carry not justyour products, but similarofferingsfrom yourcompetitors.Thekeybattleinwinningyoursaleschannelisconqueringmind share.Thismeansmakingyourproducttopofmindwhenmembersthinkabouta product category or are asked for a recommendation. Sales trainingprogramsaccomplishthisobjectivethroughacomprehensivesetoftrainingmaterials thatteachlearnerswhattheyneedtoknowaboutyourproduct.Thebroadbaseof knowledgeaboutyourproductanditsfeaturesgeneratesalevelofcomfortthatbuilds mind share whenthoselearners interactwithpotential buyers. • Providingincentives:Productknowledgetrainingisbeneficialtousersinitsown right, but you'll never win over your sales channel without incentives. Studiesshowthatusersare44percentmoreproductivewhenofferedincentivesfor theirwork, andcompanies reportanearly 80percentsuccess rate for newprograms when they provide incentives. There are two types of incentives that are most influentialforlearners.Firstaretangiblerewards,likebonusesorgiftcards,which usersearnastheyprogressthroughsalestrainingprograms.However,ifyouonly

2. focus on these rewards, users become saturated or satisfied to the point of unresponsiveness. A second set of rewards, ongoing certification or recognition, presentsthebeststrategyforlong-termincentivizing.Thecontentdrivesuserstostay up to date with the latest information about your products, lest they lose their certificationor title. • Profits from products: Your sales channelwants to sell great new products to clients and customers; differentiating themselves from their competitors in the distributionspace.Trainingyoursaleschannelbeforeproductlaunch,sotheycan beginsellingrightoffthebat,willincreaseyourprofitsandstronglypositionthose products inthe minds of your distributors before the competitiveproductshows up. • WinningtheConsumer • Whetheryouaretryingtowinovertheconsumerthroughyourowndirectsalesoryouare using yoursaleschannelasaproxy,salestrainingprogramsofferstrategicadvantagesthat makewinning the competitiveedge mucheasier. • Productdifferentiation:Yourinvestmentincreatingmindshareyieldsareturn when users of your sales training programs spotlight your products in a sea of competition.Armedwithproductknowledgetraining,usersconfidentlydiscusswhy yourproductfeaturesaresuperiortoothersandguideconsumerstopurchasefrom your company. • Communication:Thefailuretocommunicateproductfeaturesandsupportdetails to your sales channel creates the potential for disaster when consumers make a purchase.Poorproductknowledgetrainingleavesmembersofyoursaleschannelto fill ingaps intheirunderstanding ontheirown.Throughsalestrainingprograms,you avoidthe mostcommon instances of miscommunicationandeliminate headaches for yoursales channel andconsumers. • Enthusiasm: Enthusiasm is the greatest tool in the power of persuasion. When consumersseemembersofyoursaleschannelgenuinelyexcitedtotalkaboutand sellyourproducts,theybecomeexcitedaswell.Creatinganemotionalresponsein theconsumerhelpspavethewayforclosingthesalebetterthanalmostanyother sales technique. Confidence and comfort encourage enthusiasm, and your sales trainingprogramsequipusers withthe information theyneed tobuild excitement.