How compensation is done: For this project to be successful and actually pay for itself, sales applicant needs to be hired under very specific financial conditions. They need to be hired on a draw + commission. This means that they get a low amount of money weekly for a certain period of time and if they do well, they should be producing enough sales to repay their draw and start making money quickly, for themselves as well as company. How this is worked out is key to success of project. If this is not worked out correctly, sales people will either not start, not produce and stay too long and drain company or quit before their training is effectively completed.

The mastery of conversation: A successful sales person requires one skill above all others. This is ability to guide and control a conversation. If he or she can guide and control a conversation, it is then possible to continue to try to interest customer and be successful at it.

For a salesperson to do this one action well, an in-depth 3-day training on basics of conversation and how to guide and control a conversation, is vital. Communication between people (conversation) have very certain and definite laws, which if followed, puts a sales person in total control of a conversation without making other person feel like they are being controlled!

Drilling sales patter: After sales applicants have successfully mastered art of controlling a conversation, they now need to be drilled on successful sales patter. If a full day is devoted to drilling them on this and they are drilled to a point where they easily and smoothly deliver their patter, without referring to notes or becoming tongue-tied or embarrassed, then and only then, will they be ready for next step.

Get them out selling: After above steps are completed and your sales people are ready to ‘hit streets’, they should be divided up into groups of 3 to 5 people with one of them being sales manager of group. They are then sent out to find customers and deliver their pitches (sales patter).

This should be done in such a way that there is not great pressure on sales people for first few days. Tell them to go out and practice on any customer they find. The objective is to get them comfortable delivering their patter.

They are given realistic targets to achieve and when they flub and do not get results, they are corrected and sent back out by person that is overall in charge of this project.

Failures: Not all will make it through this line-up. Correct them as much as possible and if they cannot make it, turn them loose and concentrate on others that are making it. As sales manager you also need to work on starting new groups through process. Continue these steps until you have all sales people you need to really boost company sales.

Personnel: The number of sales force trainers required to train company sales manager on this procedure and help him build his sales force is only 2 people. They will need to work in company for 30 days. One of these would be person overall in charge of project. He or she creates sales advertisements, get people in, does tests on them, interviews them and decide which ones to hire. This person also does corrections. The assistant does conversation-control training; successful sales patter drilling and help lead trainer with corrections of sales teams.

Summary: An effective sale teams can be built that pays its own way, enhances company sales and increases value of any business. The key to it all is having a hiring method and training program for sales people that follows exact laws involved in guiding and controlling a conversation.

5)Start small. Very often, people tend to tackle projects much larger than they can comfortably handle. When you want to overcome your fear of selling, start small. Maybe you will share your new business with a few trusted friends first and then gradually find ways to expand your sharing to include a larger circle. The most successful business people are those who interact with others in an authentic, passionate way so find a way that feels comfortable with you and stay with it.

6)Keep track of your successes. Keep a "wins" or success journal nearby and record your achievements in it each day. This will help you stay aware of just how much you do right. We sometimes forget this.

7)Have fun with it. Rather than approaching this from a heavy "have to", "doesn't feel good" perspective find a fun, interesting way to share your knowledge or passion. Some of my clients have thrown parties, offered free giveaways, donated products/services to charities - all of these were easy, fun, and income generating. What would be fun for you?

8)Stay focused on your desired outcome. Most people take actions and reach their goals because they stay focused on benefits of doing so. Sometimes, reminding yourself what you want, why you're doing this can help you take next action and next.

9)Detach from how outcome shows up. Very often, we get really attached to "making sale" or having a situation turn out a certain way. Instead, why not focus on efforts "I will give a great, enthusiastic, and passionate presentation" rather than outcome: "They will buy X number of this." Very often, if you stay focused on effort - doing a great job- outcome turns out better than you ever imagined.

10)Keep practicing. Like any other business skill, "selling" gets easier more you do it. So get out there, start small, and keep practicing.

© 2003. Dr. Rachna D. Jain. All Rights in All Media Reserved