Clients have high expectations, and if entrepreneurs don’t deliver an engaging client experience, clients aren’t likely to return. This makes it essential for management teams to train salespeople on how to enhance the client experience and ensure both parties are content with the level of service. Never updating strategies and relying on outdated or ineffective tactics may result in a company losing business and failing to retain new clients.

Listening skills are often underrated and underutilized by entrepreneurs and the sales teams that serve them. By launching an initiative that stresses the importance of listening, especially during the sales process, employees can improve their skills, bring in more clients, increase sales, and better serve their existing accounts.

How to Improve Skills and Better Serve Clients
No business can perform well if salespeople aren’t listening when prospects explain what they’re looking for in a service or what their main problems are. Workers that are overly aggressive and seem desperate to earn a client, rather than provide the right services, can be a turnoff to potential partners, as can salespeople who don’t seem interested in learning what a lead requires. Training employees to accurately address client needs will not only make prospects feel more comfortable, it will ensure they get the solution that’s right for their needs and continue to do business with a company. There are several ways entrepreneurs can train salespeople to enhance their skills and, ultimately, improve sales team performance.

Ask questions. Sales teams should be encouraged to ask prospects plenty of questions throughout the sales process, as this can help them better understand exactly what a client values and how a company’s products and services can help. Buyers appreciate when employees take the time to understand exactly what they require and work to find the best solutions and this can not only help ensure repeat visits, but also help build a long-term relationship with a client.

Take more effective notes. Jotting down key points helps salespeople better recall what was said in a meeting later on, but trying to write everything down can be distracting and make them miss something important. Employees should know when to put down the pen and clarify certain issues or ask a question. This tells clients a representative is interested and engaged in the conversation and making a genuine effort to better understand their needs, wants, and values.

Repeat to confirm comprehension. Repeating information back to a client may sound strange, but it can help team members ensure they understand exactly what a client is telling them, particularly if they’re describing a complex problem. It’s better for employees to understand exactly what a prospect is talking about right away, rather than offer an improper solution because they’ve misunderstood that the issue really is.

Never assume anything. Employees may have heard the same problems from prospects over and over again, but that doesn’t mean every potential lead has similar issues. Rather than assume they know what problems a client is facing, salespeople should always have an open mind and never make judgments in advance. By assuming they know the problem – or best solution – without talking everything through, a worker risks providing a client with solutions that don’t fit their unique needs.

Practice. Employ training sessions to get salespeople more accustomed to asking questions and see how they currently handle themselves when meeting with clients. Role playing initiatives can help an entrepreneur see exactly how their teams behave when talking with prospective leads and where they can improve sales team performance.