Although I never met
man, I imagine Lou Boudreau would have made one heck of a field sales trainer. In 1942 24-year old Cleveland Indians shortstop was promoted to player/manager of his team, and for next eight years Boudreau did what we, as trainers, are called upon to do every day: demonstrate success, inspire success and cultivate success. Think of it as triple play of sales training. DEMONSTRATE
A seven-time All-Star shortstop, Boudreau was only second manager to take Indians to a World Series Championship, and no one has done so since. Clearly, he was a man who demonstrated success. As field sales trainers we must similarly make success a habit. A field contact with a trainer may be first “in situ” opportunity a new rep has to test their impressions of company, and possibly selling in general.
Is what we say consistent with corporate sales direction? Is what we do consistent with what we say? Most importantly, are we successful at gaining customer commitment and moving sales process forward?
Inexperienced reps may need guidance on effective territory management and specific techniques for gaining access to prospects. Experienced reps are more familiar with demands of position, so their concerns are usually more territory-specific. Their willingness to accept us as role models may depend on how well we demonstrate successful resolution of field challenges: “The key thought leader in my area is on speaker’s bureau for Competitor X. How can I compete with that?” “Most of my key decision makers won’t see reps. What can I do to impact their decision making process?” Established reps need to know that we have successfully overcome similar challenges and can give them strategies to do same.
Demonstrating success is also vital because as field sales trainers we hold a uniquely dual role in sales organization. In addition to time we spend training and coaching sales reps, most of us are responsible for increasing sales and growing market share in our assigned territories. Our ability to manage our time and territory productively is vital in order to reach our own performance goals.
INSPIRE
Selling is fun when sales are good, but experienced reps know that’s not always case. Without any warning you run smack into a competitor’s newly expanded sales force. Your blockbuster technology launches with software challenges. You spent your weekend studying a new clinical reprint, but every doctor you see wants to talk about last night’s exposé on cost of prescription drugs.
Inspiration is our second wind. It keeps us focused on big picture when our progress temporarily stalls. It’s a safe bet that all sales reps want to succeed… a good trainer will inspire them to succeed. The wanting gives us aim, but it is inspiration that makes us reach.
Hall of Fame pitcher Bob Feller understood power of inspiration to drive performance: “I remember in 1948... I was having a rough season, and instead of replacing me Lou (Boudreau) said ‘We’re going to sink or swim with Feller’. After he said that I won 10 of my last 12 games. He instilled a confidence in his players they never forgot.”
In final analysis inspiration is unique to individual, so figuring out how to inspire our sales reps may be most challenging aspect of being a trainer. It can also be most rewarding.
