It is an interesting world we now live in with the pace of life and business taking on a momentum all of its own as never seen before. The delivery of news and information is at such speed we continually look for even more immediate responses and solutions. The quick fix doctor’s prescription for a cold or to lose weight, take a pill. To some extent Sales Managers are expected to deliver immediate improvements to the bottom line and as a result resort to the silver bullet, all encompassing training programmes, to solve their problems.

There are any number of these training packages available which promise greater sales “guaranteed” if they are implemented and followed. All markets are different, so it stands to reason that while the process of selling is universal, different products and services require a differing approach. Any programme that fails to address this fact will have poor results as the funds spent on any training that ignores the market situation will be a waste of time and money. Quite often this will also do more harm than good in the longer term as sales team morale is vital for a positive, dynamic, corporate attitude which will continue delivering sales in all market conditions.

Programmes with scripts and dialogs have been around for years and were designed to provide salespeople with a quick fix solution to handling objections and any other situations where buyer resistance was encounted. These and other techniques, such as the foot in the door or the pen that rolls down the desk so the buyer would pick it up and be directed to sign, have been discarded.

Modern Sales Management requires more “management” and an understanding of the differing markets, economic forces and the personalities within their sales team. This, plus the skill to recognise potential talent in their team will in the longer term save their organisation time and money on sales staff recruitment and subsequent training. Selling is a profession and it needs to be recognised that the salespeople of the future are starting today and it is how they are developed and trained will determine their longevity in the profession of selling.

The days are gone of the table thumping Sales Manager, under pressure from his superiors, demanding results at all cost from the sales team to meet the targets set. It is the smart organisation today that takes a business like approach to their marketing and sales effort; this will result in sales now and into the future in all market conditions. Like all things, nothing stays the same, the script and dialog method of selling is long gone. It is the astute Sales Manger backed by progressive management who recognise change that will rise above their competition and increase their market share.