90% of Sales Training Materials Are Never Used

Yes, it's true, sad, but true. The sales people who could benefit from them most never use more than 90% of sales training courses. As a publisher, trainer, and public speaker it frustrates me -- and the same could be true for your product.

I collect classic sales and marketing books. More than half the courses I acquire, even as old as the mid-1800's can be found in near new condition. If sales people actually used the training courses they have, at least, jotted some notes in the margins.

As a publisher, I've talked with an upset customer who wasn't happy with what I offered; on further investigation, I found he hadn't even opened the product. Of course, I promptly refunded their money and requested they returned the unopened product.

Take a closer look at your unsatisfied customers; are they actually using what you offer?

Customers who use what you offer are more likely to be happy with what you offer. More often than not, customer dissatisfaction comes from external concerns and not necessarily your product itself. How could they fully using your products or services?

First, make it easy for your customers to use, abuse, and wear out what you have to offer. This means they not only buy your product, but also that they can easily use it to receive the results they expected. Even if you have to come to their office and use the product for them, you should offer it as an option.

Some say, "I've got the money, I don't care if they use it." In some cases, it doesn't matter if they actually use the product; however, customers who use and benefit from what you offer are more loyal. Remember, if you want more profitable customer relationships, you sell to get customers, not make sales.

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