Understanding Sales Miscommunication

Every sales leader has encountered the challenge of dealing with mercenary sales representatives at some point. You know the type: they charm their way through conversations, possess exceptional networking skills, and are often willing to fabricate details about product features. For them, the outcome justifies the means, and feedback rolls off them like water off a duck's back.

Despite these mercenaries, most salespeople strive to break free from the stereotype of the untrustworthy seller. They genuinely wish to contribute positively and build trust with customers. However, errors can occur, and when they do, the impact on the sale can be disproportionate to the mistake itself. Honest blunders get conflated with deliberate omissions because of the presence of mercenary sales reps, which can erode a salesperson's confidence.

When sales reps make mistakes, it can be disheartening. Even seasoned professionals who handle these situations with humor often admit to feeling anxious throughout. All salespeople recognize that trust is the cornerstone of any sale. If they doubt their understanding of the product, how can clients trust them?

The Importance of Product Knowledge

Sales reps can portray themselves as knowledgeable in two key ways: first, by mastering the product details, which is a tough task given the constant evolution of offerings; and second, by having instant access to necessary information. The latter is far more achievable, especially with the right tools in place.

#### Building Knowledge Through Sales Training

Prior to the pandemic, larger organizations could onboard numerous sales reps in classrooms, facilitated by seasoned trainers employing advanced techniques to cultivate sales skills and product knowledge. Today, while many have adapted to online formats, startups and smaller companies face unique challenges in training.

For smaller entities, building a sales team often occurs gradually, with many processes still in flux. If the entrepreneur lacks a sales background, this can feel overwhelming. However, it doesn't need to be.

Savvy small businesses avoid reinventing the wheel. An abundance of resources exists for sales training content. Many trainers now offer consulting services tailored to specific organizations, allowing for asynchronous online delivery.

To effectively utilize this content, a robust delivery system is essential. Learning Management Systems (LMS) play a crucial role. In a previous article, I explored what constitutes a quality LMS, including microlearning platforms and authoring tools. In short, LMS tools are invaluable for developing foundational skills—allowing new hires to learn at their own pace while shadowing experienced colleagues. They can then engage directly with the product, whether through authoring tools or hands-on practice in a demo environment, supplemented by microlearning updates.

This system not only automates training but also provides insightful analytics:

• Which modules do learners find challenging?
• Where does engagement drop off?
• Which courses yield the greatest value based on learner interest?
• Which trainers draw higher attendance?

Keeping Sales Teams Updated

Regardless of the quality of sales training, much of the information can become outdated by the time a rep conducts their first demonstration—especially in the SaaS landscape, where features can change weekly. This challenge affects both novices and veterans.

A robust content management system (CMS) can significantly ease this burden. Key features of an effective CMS include user-friendliness for non-tech users, versatility in accommodating various content types (like text, images, videos), scalability, and mobile compatibility. Ideally, it should facilitate easy content addition, searching, and consumption both on-site and remotely, and seamlessly integrate with your existing tech ecosystem.

My team has found success with tools like Guru, and I’m curious to see how Mindtickle develops. Ultimately, the choice hinges on what resonates most with your team. Effective process design is also vital in managing information flows. For instance, product teams should have protocols for updating the demo environment, while training processes need to outline service level agreements for new product changes.

Delivering the Right Information at the Right Time

Sales is no easy feat. A sales rep during a product demonstration juggles various tasks: monitoring audience reactions, forging connections through dialogue, managing time, and addressing inquiries—all while adhering to a script and integrating the latest updates from their microlearning sessions.

At times, I joked that sales reps pulled in SEs for product demonstrations because they needed an extra brain—essentially a Jarvis to their Iron Man. This sparked an idea in me: what if there were a Product Demo Jarvis?

This tool would eliminate rigid scripts, which stifle spontaneity in demos. However, in the fast-paced SaaS world, scripts still provide essential structure, even for seasoned reps. The Product Demo Jarvis would offer contextual cues similar to a skilled SE.

Moreover, it would streamline the creation of custom demos and allow for quick edits, managing demo libraries efficiently. After a decade of development, I brought this concept to life with SmartCue.

Product changes? No problem! The SE simply updates cues in SmartCue, ensuring sales reps always have the latest information at their fingertips—on the fly. If clients have questions outside the demo's scope, SEs can seamlessly integrate relevant parts from other demos without losing momentum.

SmartCue provides cues to the presenter based on their position within the product, ensuring a structured demo flow. It also helps track the agenda, allowing for flexible responses to client inquiries.

The outcome? No more anxiety. Sales reps can confidently present up-to-date information, armed with all the necessary cues to address client questions knowledgeably. This not only restores their confidence but allows them to focus on the client, actively listen to unvoiced concerns, and respond with assurance, ultimately making clients feel valued and understood.

And we all know what that leads to. :)