Sean:

Thanks for your great question.
 

Your question brings up a topic from which we can all benefit.

I think sales professionals are perceived poorly by the public. When describing sales representatives most people unfortunately often use words like manipulation, dishonesty and deception.
  

So how have sales reps, managers and marketing reps responded? Some have really stepped up to transform this impression with high quality trust-based training programs.  Most others have done nothing or have focused their efforts on increasing their product training efforts. They believe, like your company, that product training = sales training. Nothing could be further from the truth.  In fact, increasing product training can actually hurt your sales efforts. 

Let me explain by using a simple quote:

- Unknown.  

Let's say someone asks you, "What time is it?"
Do you respond by telling them how to build a watch?

Think about reinforcement. If you train sales people quarterly on product/software updates and new features and benefits what do you think that they will do when working with a client?  Of course they will leap at the first chance they get to tell them how to build a really cool watch. They will regurgitate their product-based training and talk about new features and functions. True sales superstars know that "Prescription before diagnosis is malpractice." - Unknown.
Superstars know that having a deep understanding of the client's business is paramount to being able to help  clients solve problems, prevent problems and take advantage of unforeseen opportunities. Superstars have a command of consultative selling skills, strategic selling skills, and the expertise needed to develop  long-lasting relationships with senior executives.

How do you think these skills are obtained?  Intense product training? No way! It starts with commitment and prioritization from a company's top-level senior executives. Executives need to know that at the end of the day, all products from all companies at some level are the same. The real difference when comparing Company A vs. Company B is the quality of sales representative. In other words, YOU make the difference; NOT your product.

Let's think of the elite military special forces such as  Navy SEALS, Green Beret's, and Rangers for example. Does anyone think they get "product training" upon their arrival and then only receive training on their "products" or "tools?"  Definitely not! They take their training very seriously and are constantly evaluated and certified.

How about a doctor? Do you think they get their medical school training and then only get trained on the "products" they use to treat patients? Instead, like lawyers, they are required to complete continuing education classes.

For some reason, the sales profession lacks continuing education. So, if we want elevate the image of selling as a true profession, we need a process to train, evaluate, test and certify.

As an individual sales superstar or sales leader you can help make this happen today!  Begin developing a solid process for training yourself and your team.  Be sure to understand that product training is NOT sales training.

Here are some key steps that sales leaders can take today:

1.    Assess and evaluate your sales team regularly.

2.    Determine if you have the "right people on the bus." Make changes if necessary.

3.    Find the right trust-based sales training methodology that will differentiate your team and your company. Be sure it is focused on Technology and/or Healthcare and is customized for your needs.
 

4.    Make routine sales training part of the fabric of your organization. Prioritize it. Drive it. Understand that the best team wins.

5.    Insure that product training is tied directly to your sales training efforts. Merge the two as much as possible.

6.    Use consistent assessment/testing and reinforcement to shatter the learning curve (People forget 80% of what they learn 5 days later).

7.    Embark on a certification process for your company.   Develop a nomenclature that provides a skill level hierarchy for your sales team. Example:  Manager, Senior Manager, Vice President, President, Board Member.

8.    Provide rewards and incentives for the entire team to strive to improve their skills and obtain the next level of certification.

I don't want to leave the reader with an impression that product training is not needed. It is needed but it needs to be conducted in concert with true high-quality sales training.