A growing company creates problems. In sales, your team plays a central role in that growth – and in creating problems. As the business expands, no longer can you, the owner, spend time mentoring each employee. So how do you continue to provide quality training to all employees? The answer is simple: a custom built sales training portal using podcasts.
I ran into this problem when I started expanding my wireless stores. I wanted to maintain the culture I had worked so hard to create, but couldn’t possibly meet with each sales rep. Enter my solution: A sales training portal. By creating a library of training podcasts, I gave each employee access to the information they needed to be successful in our company. Consequently, this also boosted our success as a whole.
Podcasts are simple. All you need is a phone or computer that records audio, which comes standard on nearly every device. There’s no need for high-end video equipment, backdrops, and editing professionals. You don’t need “fancy” visuals that, in reality, never end up looking as good as you expected. Podcasts get to the point by allowing you to have a “conversation” of sorts with your salespeople.
Podcasts are also consistent. When you’re taking on new hires, you want to make sure they get access to all the information they need. When you train someone face-to-face, you may give a different spiel from one person to the next, or you may leave out an example that would have resonated with the trainee. Worse, you may delegate the training to someone else and they may change the content itself.
Instead, try this: Make a list of everything it takes for a person to be successful. Paint the story of a day in the life of a top salesperson in your company. Organize your topics, jotting down notes of stories you want to tell and examples you want to give. Then, record yourself explaining this “day in the life” piece on your computer. That recording then becomes your first training podcast for employees.
How Can You Use Podcasts in Your Sales Training Portal?
Podcasts give new hires access to your strategies while also giving current salespeople the chance to learn. You may want to make a podcast that talks about objections to the sale. I learned from Jack Daly that most products only have 10 objections. Successful salespeople handle those objections the same with every client.
For your second podcast, sit down with the top 2 sales reps in your company and ask them how they handle the top 10 objections. For example, when a client says the price is too high, how do they reply? Once you capture their responses on an audio file, your sales team can learn how to navigate those obstacles from the best.
As you record, use stories to your advantage. Podcasts aren’t the medium for technical information, but they work well for relationship selling advice. Stories allow you to show how sales theories work in the real world. Once people hear how you applied a strategy, they can better conceptualize how they might use it in their own sales.
For example, your top salespeople recounting their “Top 10 Deals and How They Found Them” could make a great piece. Maybe they share stories of talking to someone at the gym or grocery that ended up in a sale, or maybe a spouse’s friend referred them a client. These examples connect the dots so green employees can see where prospects fit in their world.
When to Listen
The beauty of podcasts is that they live forever. They also can live just about anywhere. Once you save your audio recording like a podcast, your team can listen to it in the car, at the gym, and wherever else they end up in their daily lives. In fact, an ambitious new hire may listen to everything you have before their first day.
To encourage use of the sales training portal, create an email drip for new hires. Gradually feed them these files over their first few weeks to get them in the routine of listening. For general salesperson training, consider giving them a one-hour recording each week. Then, have sales managers give a quiz at the end of the week to hold them accountable.
We all value a “lifelong learner” in the workplace. Why not make that learning so much more accessible? We’re not talking about PowerPoints and conference rooms anymore. We’re dealing with presentations that keep your attention in the middle of rush hour.
Imagine a brand new employee coming into the office with 20 hours of audio training. Think about the culture of a place where people are striving to get better at their jobs even when they’re on the treadmill. That’s what a sales training portal can do for you.
4 Great Podcast Episodes to Include in Your Onboarding Process
Of course, we won’t leave you without some solid recommendations on podcast episodes you can include in your onboarding. These episodes will teach your new hire a few tricks to set her on the path to success.
The Startup Chat #14: Cold Email
This amazingly actionable podcast hosted by Steli Efti (Founder of Close.io) and Hiten Shah (Founder of KISSmetrics and Crazy Egg) focuses mostly on startup topics, but that doesn’t mean you can’t glean useful insights from the very experienced hosts. In this episode of the podcast they talk about cold emailing leads and few people are as successful at this as Steli Efti.
Advanced Selling Podcast #321: Networking Tips For Salespeople
The Advanced Selling Podcast hosted by Bryan Neale and Bill Caskey has been going on for over 300 episodes without losing steam. Here’s one great episode on networking and we all could do with more of that – right?
Salesman.red Podcast: When is The Best Time to Close The Sale? With Tibor Shanto
Another excellent podcast stock-full of interviews with interesting guests. Listen to this episode on getting the timing right for closing the sale.
The Sales Evangelist #231: Learn to Use LinkedIn & Sell More
Leveraging your social media presence – and especially LinkedIn – can send your sales soaring. In this episode of the brilliant podcast “The Sales Evangelist” you’ll learn how.