Everyone from your administrative assistant to your head salesperson should be trained in a similar manner. Why? It has been proven, time and time again, that solid training processes that are applied across the board increase revenue and reduce costs.
Poor customer service, whether it’s delivered by the operator who directs calls to representatives throughout your organization or the salespeople and support staff that are responsible for bringing in and keeping customers, directly impacts revenue and costs. If your training processes aren’t based on set principles and supported by written guidelines developed for each and every department within your company, you can bet that your customers will get a variety of experiences—and that not all of them will be up to the standards you hope or expect all of your staff members to meet. No matter who delivers it, sub-par service impacts sales numbers and expenditures.
If your goal is to increase your B2B company’s revenue through making new sales, upselling, and providing high levels of service, your training program has to give your entire staff the tools they need to meet your goals. Focusing your training efforts only on those departments that are associated directly with revenue generation doesn’t create a service-based company culture. To ensure that your prospects, leads, and current clients are always put first, you have to develop a training program based on clear principles that meets the specific training the needs of the various department throughout your organization.
The most efficient training programs include a well-developed train-the-trainer program. The importance of training your trainers, or managers, to carry over your principles, guidelines, and training methodology to the rest of your staff cannot be understated. Train your trainers well, and you will see results.
The one question that you should always ask as you develop any train-the-trainer or large-scale training program is: Does my training program show or tell?
Imagine that you’re responsible for training a choral instructor to teach a complicated piece of music full of complex harmonies to a full-scale choir. If you were to hand that choral instructor a piece of music and describe how the final performance should sound, do you think the final performance would resemble anything like the performance that exists in your head?
What do you think the end result would be if you were to instead show the choral instructor examples of live performances that you wanted to emulate, and then provided the instructor with clear goals and step-by-step instructions for training singers to harmonize? The final performance might exceed your expectations!
When it comes to B2B customer service training, you have to give managers of every department the tools they need to develop skills that will translate into department-wide results. Don’t make the mistake of presenting trainers with ideas that are too open to interpretation to ensure success. To make the most out of all of your in-house talent, you have to empower your managers and supervisors to train their teams. By doing more showing and less telling, and training your managers to do the same, you can see that the final performance in your head comes to fruition. Sales numbers and cost reductions will correlate.