Sunday, November 6, 2016

How to Effectively Train a Team to Stand Out in a Crowded Marketplace

by Mel Dawn

It doesn’t matter if a business has a superior product to their competitors’ products if these products don’t stand out in the crowded marketplace. It’s important for a sales manager to motivate their sales team so that they can have a successful business venture. Success leads to expansion, and that means greater profits. 

Every sales team knows how to book sales calls. They must differentiate between what works and what doesn’t work. 

There are 6 words that every sales team needs to start reinforcing in their minds every morning.

These six words to achieve sales success include:  

  1. Mindset
  2. Prepare
  3. Motivate
  4. Investigate
  5. Differentiate
  6. Simplify

These six words that every team has heard before. Perhaps the difference lies in hearing the advice, or ignoring it. It’s the goal to motivate the team to do it, and to have them find the job interesting and successful in the venture. It’s difficult to get attention from retailers or buyers. This guide is about how to focus on these six words to get a sales team to stand out in a crowded marketplace. 


Mindset can involve one of two things: being positive, or being negative. Not surprisingly, when people have a negative focus in the morning, they may be experiencing slammed doors. 

People will subconsciously train their brains for failure, before they’ve even had a chance to walk through their client’s door. And it can be something that sits at their subconscious even when they’re not aware of it.

It’s important to encourage a team to make a conscious effort to have a positive mindset, as their positivity will be carried right through the door to their client’s office.  


It’s important to prepare for client meetings rather than dashing in with nothing to say and making it up as they go along. Preparation can be everything from training one’s thoughts to be positive, to doing research about a potential client. 

The sales team needs to plan both for their day, and for the sales call. It’s important to start the day with a planning session of ten minutes, and to do this every day of the week. 

The team needs to prepare to ask the intelligent questions that make them smarter than the client. The client should stop and think, “Why didn’t I think of that?”

The team needs to email or ask their client questions to gain an understanding of where their client’s interests lie.


Remind a sales team to avoid calling themselves things in their minds. They may mentally berate themselve for asking a dumb question, or saying something stupid. It doesn’t mean that they’re actually stupid. Remember to tell your team they are intelligent and they have within their mind a filing cabinet that can be accessed at any point. 

Inside this cabinet is a memory of everything that has ever happened to a person. A lot of things are happening within their subconscious mind that they aren’t even aware of. 

It gets easier for a salesperson to lay a good foundation. This is all part of the preparation for meeting with a client. They get to choose their own path. It’s important to motivate oneself first, so they can motivate their client. 

Just above a human’s eyebrows and behind the forehead is the prefrontal cortex. When a salesperson calls on a client they have a few seconds to get them to listen to their spiel. The part of the brain that is working inside a client’s head to absorb this information is the prefrontal cortex.

A salesperson needs to get to this part of a client’s brain. There can be a certain level of hesitation on a client before agreeing to order products. The fact is that on any given day, there may have been ten other companies that paid a sales call. There are many products or companies.

The sales team needs to make an attempt to overcome a client’s hesitation. This means getting to the cortex of their brain.


In order to handle any objections a sales team needs to set up the sales call with questions. The salesman needs to find a need within the client, and does not include the salesman’s need to sell. Objections and resistance from the client need to be overcome.

Every member of the sales teams must ask for feedback after a presentation. They should also respond with a thank you. 

Your team should be finding out what people think of the product so they can make changes in the future. Do you think your team is being clear enough?

And always remember to remind your sales team, if at first they don’t succeed, they can go back to sell to people when they know what makes them tick.


This is perhaps the most important of the six words when effectively traning a sales team. What makes them and the company worth doing business with? How does the brand brand differentiate itself from the other ten brands?

Remind your sales force that the same tired selling approach doesn’t work anymore. There are many ways you can differentiate products. What is it that makes the brand different and better?


When the sales team is planning for their sales presentations they may think of twenty unique aspects of the product they’re selling. But remember to never overwhelm the client. Highlight only three or four points to present to the client. 

A good salesperson will already know in advance what the buyer is evaluating. And if they don’t know, they shouldn’t be afraid to ask.

If you are a sales manager, share these six points with your sales team and soon they’ll have your brand or company standing out in a crowded marketplace. 

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