The majority of firms recognize the importance of providing technical training for their staff. Training may be provided by outside vendors, or done in-house using formal or informal mentoring programs. Training is readily available for installing or repairing products or systems, as well as, working with software. The cost of the training varies from thousands of dollars to no charge from suppliers. Business owners and operators typically don’t even consider the ROI as they know it’s a necessity, not an option. The inability to resolve technical issues in a timely manner is expensive and directly impacts customer satisfaction.
Generic sales training courses are not in short supply. In the case of Service Sales training it is usually limited to large corporations. They typically have the resources and infrastructure required. With that said I still find many large firms Service Sales training generic and dated. Calculating the ROI on training of any kind is not easy. When it comes to sales it’s often a simple measurement of results. That approach gets complicated as market demand is a critical factor in sales performance.
I provide service sales training to wide ranging audiences at their location. The typical cost per attendee is a few hundred dollars. For example let’s say its $350 per attendee. If the client is struggling with purchasing the training I try to put it into a simple ROI justification they can relate to.
- What is the cost of one lost service agreement sale because;
- It was presented to the wrong person?
- Your staff member couldn’t handle simple objections on price or coverage, etc?
- The services you presented weren’t supported by a well crafted value proposition?
- The price objection wasn’t correctly answered, or worse a discount was offered?
No doubt every firm has lost a service agreement because of lack of the skills required for selling service. Most have lost many, or under price their services. For most companies it only takes the sale of one additional service agreement to pay for the firm’s whole staff to be trained. I don’t make guarantees, but that’s usually accomplished by my clients within the first week post training. By any measurement the ROI is off the charts.