This episode originally aired on April 22nd, 2024
In this episode of Sales [UN]Training, host Kelly
Riggs talks with Graham Hawkins,
founder of SalesTribe, about why traditional sales training
often misses the mark. Hawkins explains how his extensive research
into modern buyer behavior revealed that most sales training
programs are outdated and ineffective. He highlights the need for a
shift toward microlearning and continuous development, rather than
the conventional one-size-fits-all approaches. According to
Hawkins, sales training must evolve to meet the changing
expectations of today’s buyers, who are more informed and prefer to
bypass salespeople when they don't add value.
The conversation also focuses on the importance of sales leaders
moving from a directive style to a coaching approach. Hawkins
shares his experience working with organizations to map the buyer’s
journey and tailor sales strategies accordingly. By focusing on
delivering value at every touchpoint, sales teams can create better
outcomes and lasting relationships with their customers. This
episode challenges listeners to rethink traditional methods and
embrace more customer-centric strategies that align with modern
sales dynamics.
Key topics discussed:
- The Ineffectiveness of Traditional Sales Training and Why It
Fails
- The Changing Role of Buyer Behavior and Its Impact on
Salespeople
- The Shift from Product-Centric to Customer-Centric Sales
Approaches
- The Importance of Microlearning for Modern Sales Teams
- Why Coaching Is Essential for Driving Long-Term Sales
Success
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Kelly Riggs is an author, speaker, and business
consultant for executives and companies throughout the United
States and Canada. He has written two books: 1-on-1 Management:
What Every Great Manager Knows That You Don’t and Quit Whining and
Start SELLING! A Step-by-Step Guide to a Hall of Fame Career in
Sales.
Get more Kelly: www.BizLockerRoom.com.
Widely recognized as a powerful speaker and
performance coach in the areas of sales, management leadership, and
strategic planning, Kelly is a former sales executive, a two-time
national Salesperson-of-the-Year, a business owner, and a member of
the Forbes’ Coaches Council since 2019.
Music and Editing by Pod About It Productions
@dougbranson
