Sales: Provide road map for success

Q. Why is it important for DME providers to train their sales staff in selling?
Monday, November 3, 2014

A. Most people think sales people are “born” to sell. I disagree. I think some people are just born with the gift of gab and people mistake it for having the ability to sell. Selling is a skill that is honed and developed over time. A sales representative is the face of your company and their behaviors and actions are a reflection of your business. Are your current sales professionals representing you in a way you desire?

Sales training is not something that should be done as a onetime event when the person is hired. Training needs to be consistent to produce lasting results. The key areas of sales training are: listening, probing, negotiation and developing administrative skills. Did I mention listening?

By providing sales training, you provide a road map for the sales person to succeed. You establish guidelines through which a sales person will gain a better understanding of the prospect’s wants and needs. It equips them with knowledge, which allows them to effectively communicate and overcome objections. Objections are part of every sales process and one needs to be prepared to address them and suggest solutions. Simply stated, an objection is the answer to an unasked question. Identifying that one unasked question is what differentiates a good sales person from a mediocre sales person.  

Another important point to consider when training your sales staff is how they are perceived in the market. What is the perception you would like to achieve? Each business has a “distinct” personality or culture, and your sales staff should ensure that perception is being reflected in the market. Today’s market is more aggressive, so it is the little things that differentiate you and give you the edge to succeed.

Clint Geffert is national vice president of sales for VGM Group, Inc. Reach him at