Recently, I was in a meeting with a prospective client who expressed an important concern. This was also a concern that I have heard from several other clients. They asked, “How can you help our team without direct industry experience?”
It’s an important question that often crosses decision-makers minds when considering a sales trainer.
The answer lies in understanding what truly makes a great sales trainer. Let’s see how a skilled sales trainer can make an impact regardless of their specific industry experience.
Over the years, I have worked with several industries including IT, Pharma, Real Estate, Hospitals, etc. I have observed that some simple yet powerful pieces of the puzzle enable sales performance.
1. Sales Is About Behavior, Not Industry
At its core, sales is not about the industry—it’s about behavior. Successful salespeople understand human behavior, including how to build trust, navigate objections, and influence decision-making. A great sales trainer focuses on these universal aspects of sales, helping teams develop the behavioral skills that drive success.
Whether selling software, medical equipment, or financial services, the process hinges on understanding the buyer’s needs and creating value. By honing these behavioral skills, sales professionals can adapt to any product or market.
Drawing from my experience, here is what I have done. Real Estate is a highly competitive market. Every unit sold is of high value. For many buyers, it is a dream to own a house and they don’t want to go wrong while making that decision. This means that the most important behaviour that enables sales professionals is their ability to build relationships as well as negotiate effectively.
While working with a client, I worked with the sales team to enhance these exact skills. We focused on how to build deeper connections with the prospect and empower the prospect to feel that their decision is the best buying decision. This helped the client close more numbers in a shorter amount of time.
2. Focus on Customization
A great sales trainer excels in tailoring their approach to the client’s specific needs. While they may not be industry insiders, they take the time to:
- Understand the client’s market dynamics.
- Analyze their customer profiles.
- Adapt strategies to align with the company’s goals.
For example, while working with a microfinance client, I conducted field visits to understand the market dynamics and various factors that impacted the overall sales numbers. Then we designed culturally sensitive sales strategies that respected community norms, helping teams connect with rural clients effectively. The customized training was simple and had financial jargon from the industries, enabling sales teams to connect with the trainer instantly.
3. Bring Relevant Examples
A great sales trainer leverages relatable examples from their experience to bridge the gap between universal principles and specific industry challenges. This approach not only builds credibility but also ensures the training resonates with participants.
For instance, visiting hospitals is a dreadful experience for many. Everyone with the Patient can be emotionally charged and financially drained. Handling them needs a different skill. I introduced scenarios for handling emotionally charged patient interactions with empathy, transforming the way teams approached sensitive conversations.
4. Focus on Outcomes and Problem-Solving
Ultimately, what matters most is the result. A great sales trainer doesn’t just teach; they solve problems and ensure that learning translates into measurable outcomes, such as:
- Improved conversion rates.
- Shortened sales cycles.
- Higher customer satisfaction.
- Greater team confidence and morale.
For example, a start-up I worked with saw a 30% improvement in their conversion rates after implementing tailored objection-handling techniques. This was their biggest challenge and the training helped them get the results in 3 months.
Conclusion: The True Value of a Sales Trainer
Industry experience can be an advantage, but it’s not the defining characteristic of a great sales trainer. The ability to teach universal principles, tailor solutions, bring relevant examples, and focus on outcomes is what sets them apart.
When I work with clients, my goal is to empower their teams with the tools, techniques, and confidence to excel in any sales situation. This can be achieved by focusing on behavior and the fundamentals of sales, I help create lasting impact—no matter the industry.
So, the next time you’re evaluating a sales trainer, ask yourself: Are they equipped to unlock the potential of your sales team? Because that’s what makes a great sales trainer.