My most recent post, “Persuasive Selling is Dead” generated an unusually high number of positive comments.  There is obviously an ongoing struggle here. Most people agree with the premise of the effective sales professional, yet too few are able to successfully apply these highly productive skills.

“Why do so many sales professionals continue to engage in unproductive, annoying tactics and behaviors?”

The answer lies squarely on the business owner for not really understanding what constitutes effective selling behaviors, not hiring the best sales types, and for not providing a foundational learning environment for the effective development of the salespeople on their team.  There have also been significant shifts in the market that creates a greater productivity gap between what was tolerated in sales and what is expected from sales professionals today.  The opportunity for change and improvement in the development of the selling professional of 2010 lies in the following critical activities:

1. Analyze the performance of all of your salespeople.  Define what you expect of your sales professional.  If they have the skills, the results, and the commitment to be the professional you expect keep and develop them–eliminate those who are not.
2. Developing  the sales professional to the skills of good selling behaviors. Don’t confuse sales development activities with product training, they are not the same.  And sales development is fundamentally the more difficult of the two.
3. Sales development is not “hit and miss”.  Effective sales development requires a specific program of principles, skills and behaviors centered on daily activity and a focused, consistent effort.  Effective sales development is not simply a class or a course, it is an ongoing and sustained program.
4. Sales development takes time and commitment and experience. Effective sales development requires the experience and guidance of a mentor or expert who is able and committed to provide continuous tutelage.  Doctors and lawyers spend years training and practicing for their careers.  To become a sales professional also takes years of consistent education and effort.
5. Successful sales development requires an ongoing financial and resource investment. If you don’t make the investment in developing your salespeople, who will?  People don’t learn sales in school, it is an education you must provide.  If you will make the investment in your salespeople, you will absolutely receive the reward.

(Note: The foundation for these suggestions were contributed by Timothy B. Huffaker, President, The Business Performance Group in his previously recognized article “Are Your Sales People Professionals?“)