Sales Proficiency

How much does a lack of sales proficiency cost your company every year? Do customers know more about your products and how to use them than some of your own salespeople? Mishandled situations and blown opportunities are the result of unskilled and untrained salespeople and cost businesses millions every year.

The “P” Factor

For many companies, lack of sales proficiency is the #1 factor affecting profitability. This was the premise of a recent keynote speech by Mark Landiak, President of Corporate Dynamics Inc. and author of “Beat Your Best!(TM) A Manager’s Guide to Coaching Performance”; and “Customer Service Isn’t A Department…It’s You!(TM)” To prove his point, Landiak called the offices of two audience members posing as a “highly-qualified” prospect. In both situations, the salespeople took the bait and started talking price and product without asking about the needs of their prospect. One rep didn’t even get the name and number before hanging up the phone!

Located in Naperville, IL, Corporate Dynamics Inc. is a professional training and consulting firm that specializes in helping companies to boost their sales and margins through sales, sales management and customer service training initiatives. Serving as president for 17 years, Landiak has built a reputation of being a leading training resource for sales and service teams in a variety of industries, including business-to-business, retail, and dealer/distributor organizations.

“Every sales organization that is looking to improve proficiency in their sales reps and front line management can benefit from taking a more consultative and value-focused approach to dealing with their customers and prospects.”

Often times, companies don’t define and measure “proficiency” and are not aware that they are losing thousands of dollars due to incompetence. Business owners and managers are often so busy trying to “meet their numbers” and keep up with the pace of business that accurately assessing, measuring, and coaching “proficiency” gets little or no attention.


CDI defines “Proficiency” as the ability of a salesperson (or team) to profitably secure, grow and retain customers despite competitive pressures and obstacles.

One step toward improving sales proficiency begins with the ability to ask the right questions. Landiak explains, “The key is to understand how to translate responses into applications of how the customer will use a product or service to reach their objectives.” It’s a personal process with the customer, not just a simple transaction. At the end of the interview (sales call), the customer should feel like the rep really understands his/her issues and objectives and that the rep has the expertise and company resources to help meet those objectives.

The consultative selling process begins by understanding and assessing the individual and/or organizational goals, objectives and critical issues.

Through this process, you will develop a solid foundation for building solutions and training interventions.

Coming soon – WiBOC will address:

* Differentiating your company from the competition

* Sales Management/Coaching Tips for Boosting Sales Proficiency

* Strategies and Tactics for Selling Value over Price

* Positioning your company to Win!