We are sales and marketing consultants, not sales and marketing trainers. This differentiation can
help provide the basis for the benefits of each.
Sales/Marketing Training – This is typically done using an instructor, web-based modules, or self-paced manuals, and is often a formal course customized for the specific employer. The objective is to teach a standard process created by the training company (Sandler, Dale Carnegie, Action Selling, etc.).
Pros – Usage of questions, funnels, and closing techniques
Cons – In many cases (especially with experienced sales/marketing people), when they get
back to the field, they try to incorporate the new material into their own processes, but typically revert
back to the way they were doing it previously. There really isn’t a good way to measure the
effectiveness of the training – so was it worth the company’s expense?
Sales/Marketing Consulting – Consulting is customized for not only the company, but also for the individual. This allows for building on the strengths and development of the exact weaknesses your team has. When consulting is done correctly, it helps build a proven, repeatable, and measureable process that allows the team to unleash hidden potential and share best practices using a consistent message.
Sports analogy: All professional athletes (golfers, football players, baseball players, swimmers,
divers, or hockey players) have coaches. These coaches don’t teach them the game, but instead help
refine and perfect their individual techniques. The benefit is that the coaches have not only done it
before, but have also done it with many individuals. The pro athlete may have eventually been able to
figure it out, but the coach helps him or her to get results much more quickly. This is not unlike a
sales/marketing consultant, which results in a greater potential for increased performance, equating to
increased revenue.
What can Sales/Marketing Consulting bring to individual contributors as well as to a team?
• Focus. A consultant helps to keep you focused on the end result: to achieve top tier performance.
• Objective Viewpoint. A consultant can provide you an objective viewpoint of strengths and weaknesses for both the sales rep and the company/product/solution. The consultant has no “axe to grind” or need to position himself/herself politically. This objectivity provides a perspective that can accurately see these strengths and weaknesses.
• Measurability. You need to know how you are doing, both individually and as a company. Consultants provide timely and skillful feedback, helping get the greatest gain possible from the efforts put in.
• Accountability. Consultants hold you and the team accountable for your actions, efforts (or lack thereof), choices, and results.
• Best Practice Sharing. Within any organization, there are individuals that are better at a particular role than others. Maybe they’re better at gaining introductions. Maybe they’re dynamite closers. A consultant has the ability to see not only your team, but also compare your situation to best practices from his prior experiences. This helps to transform and elevate your entire sales team.
• Synergy. This is one area that shouldn’t be overlooked. While it’s great to have individuals taking ownership for their development, having a consultant personally engaged with them really makes a difference. Sometimes we all need that little extra prodding, encouragement, or assistance in improving a particular skill. The coach is there to help and really accelerate the results. When coupled with the overall synergy of a sales team, results can really skyrocket!
To find out if this is for you, ask us about giving you a free marketing analysis today!!
