CHICAGO-Video Arts Inc. has released a sales training program it developed after surveying more than 500 sales professionals from the U.S. and the United Kingdom. The two-part program is designed to help sales personnel in any industry improve and refresh their skills by focusing on sales basics, the company said.
Video Arts said the program tackles the problems mentioned most frequently by the survey respondents by illustrating, and then correcting, each mistake using a variety of humorous, but instructive, sales situations.
In part one of the series, Preparing the Way, trainees are taught to establish customer needs by asking open questions, to keep control of calls and to listen.
The second part, Doing the Deal, teaches viewers not to take objections personally and to set realistic objectives, prepare alternatives, watch for buying signals, ask for the order and ``keep their mouth shut afterwards.''
The series comes with a Leader's Guide that offers complete workshop instructions and a take-home Briefcase Booklet.
For more information on the package, contact Video Arts, 8614 W. Catalpa Ave., Chicago 60656; (800) 553-0091, extension 1013.
Here are some results from Video Arts Inc.'s sales survey of more than 500 managers in the U.S. and the United Kingdom.
Poor hygiene, sloppy dress and lack of eye contact were the three mistakes most likely to alienate customers;
A rude/dominant customer and an instant objection to the company were listed as hurting a salesperson's confidence.
Three-quarters of the Britons conducted staff training at least quarterly; in the U.S., 42 percent trained only annually.