Businesses that invest in the success of their salespeople realize a 353% ROI for every dollar spent on training. The benefits of alcohol sales training don't stop there. Sales development and training give you a significant competitive advantage over others in the alcoholic beverage industry who don't provide continuous learning opportunities or prioritize a skill-based approach to selling.
Empathy allows the salesperson to step into the metaphorical shoes of the buyer. Rather than convincing the customer why they need a certain product, the empathetic salesperson is more focused on understanding the buyer's problems and helping them find a solution. An empathy-based approach to selling helps to:
Understanding the customers' needs helps solidify the sales relationship while enabling the salesperson to offer a win-win solution rather than just another opportunity to make more sales.
A good example of this is Indeed Brewing, which recognized that its customers' main concern in the summer of 2020 was keeping their doors open and gettin
g back on their feet, and that took precedence over how Indeed could increase its sales. One of the unconsidered needs that benefited both the brewery and the business was making sure that when customers could come back in, they would have a quality experience, meaning fresh beer. The empathy-based approach was to trade out kegs, giving the customers credit so that they could get fresh beer to attract and welcome their customers back in.
Another aspect of empathy-based selling is connecting to customers' emotional needs. When you understand what motivates your buyers, you can offer solutions that align with their concerns or goals. One study shows that decision-makers are 2-3 times more likely to make a decision or take a risk to avoid a loss.
Coming off the pandemic where so many retailers, restaurants, and bars are struggling with unprecedented losses, providing solutions that mitigate those losses, such as in the example of Indeed Brewing, goes a long way in establishing a long-term relationship.
The importance of sales skills training cannot be overstated. Providing your sales team with the skills and knowledge to maximize success pays off for both the salesperson and your business. Instead of viewing it as a one-and-done solution, sales training should be considered an ongoing, long-term change management initiative.
When you shift the focus from periodic training to making sales skills development part of your corporate DNA, you'll start to realize the full potential of your team. Skill-based selling allows you to gain an advantage over your competitors by:
Top sellers frequently leave for career growth and development opportunities, while many other salespeople leave companies because they fail due to inadequate training and support. Losing a high performer doesn't just cut into your sales numbers but costs companies an estimated $200,000 per salesperson in recruiting and new hire training. The good news for companies that invest in continuous learning opportunities for their sales force is that it results in a 50% increase in net sales per employee.
Alcohol sales training should not be relegated to an onboarding task. Instead, it should be incorporated into a continuous learning culture. Making it an ongoing part of employee development shows your employees that you are invested in their success. Continuous reinforcement of sales skills keeps employees current on new developments in the industry, reinforces core skills, and gives them the tools they need to be a highly productive, successful, and valuable asset to the company.
Recruiting your sales team is only part of the challenge. Giving them the necessary skills to serve your customers, represent your brand, and grow your business is the crucial next step. It's not only about showing them what to sell but how to approach customers with empathy so that they can use their sales skills to suggest solutions that benefit both your customer and your company. That approach is even more critical than ever during post-pandemic recovery.
Sales skills training is an investment that can provide phenomenal returns. Aside from ensuring each salesperson develops core skills, creating a continuous learning culture increases engagement, reduces attrition, keeps your team current on emerging trends, and reinforces prior topics for enhanced learning retention. Fox Selling System is here to provide your team with the sales skills to be successful in the alcoholic beverage industry.