I was once asked if I had a 100-level, "basic” sales training program. I struggled with the idea because there’s different levels of basic, right? There's the real basic, like how you look somebody in the eye when you shake their hand, but that's not what this person was looking for.

They wanted basic training that speaks to what the salesperson does when they get in front of their prospects. As I thought about it, I identified a few things beginner salespeople must master if they want to be successful.

NUMBER ONE: Stop Talking

Most salespeople think having the gift of gab is the best thing when it comes to selling, but the prospect doesn’t want to hear you talk. What they care about is solving the challenges they’re dealing with. So, doing a lot of talking is a complete waste of everyone’s time.

NUMBER TWO: Follow a Sales Process 

The data tells us that failing to align with a proven sales process can result in a 10% loss of revenue. The process works like a recipe, giving salespeople a path to follow, helping them identify where they are and what needs to happen next to win the sale.

NUMBER THREE: Ask More Questions

Research shows that the very best salespeople ask significantly more questions. They ask the prospect to share their wants, needs, fears, and concerns and then shape the company story around the answers. The better you understand what they want, the better your ability to show them why you’re the best fit for them or avert a potential disaster if they’re not good for you.

NUMBER FOUR: Don't Be Afraid to Lose Sales

I find that many salespeople are terrified of losing the sale. But it happens. I lose sales, you lose sales, and every top performer loses sales, too. It's not the end of the world and living with this fear is going to put you in a vulnerable position with your prospect. They’ll sense your desperation and pull away from you, or they’ll try and use your fear against you to help them get a better price.

NUMBER FIVE: Stop Trying to Persuade Your Prospects

Your prospect doesn’t need to be persuaded, what they need is a professional salesperson who will help them solve their problems. So, rather than trying to persuade them, try engaging them in a conversation. When you ask engaging questions, it helps you understand what's going on in their world, and you’re then able to show them why you’re the best fit, which removes your need to persuade them.

NUMBER SIX: Remember it’s Not About You!

Whether you’re building rapport, telling your company story, or doing your product presentation, it always needs to be 100% about the prospect. Salespeople need to recognize that people buy for their reasons and not the reasons given to them by their salesperson. This is why it’s critically important to take a genuine interest in the prospect to learn about their wants and needs before you make any attempt to sell them.

NUMBER SEVEN: Never Get Comfortable

Here’s what happens: a new salesperson comes out of the gate hot. They're doing well, making money, and then they get comfortable and stop doing what made them successful. We never want to get comfortable because that’s when we stop growing. 

The best salespeople are constantly pushing themselves to elevate their sales game. Sales success isn’t a destination, it’s a lifelong journey that requires us to be constantly evolving. The moment we get comfortable is the moment we stop learning and that’s when we quickly start our decline.

So, there you have it, the seven sales training basics that beginners must master. I’m not sure this answers the request for a 100-level sales training, but I’m hoping it adds value for you. Now go sell something!