My wife recently asked me to teach her to play golf. My answer right away was a firm no!

Now, before we get into why (and what she thought of me when I said no), I told her that I had no problem teaching her the rules of the game or even proper etiquette on the golf course.

But to teach her the game - I just could not.

I declined for a very simple reason, and I will apply the same rationale to any company that has salespeople working for it. I have seen this again and again.

In fact, I see this so much it is quite upsetting, not just to me but to any sales trainer who really knows the science of selling.

This example I will provide is not the exception but the norm, and this happens as routinely in small companies as it does in big businesses.

This type of problem with respect to sales training has been going on as long as there has been salespeople selling products or services.

Time after time, we see so-called experienced salespeople going out in the field (making calls on individual people or companies) with the newer salespeople to "show them the ropes."

They go on a sales call with the inexperienced salesperson and decide to show him or her how they used to do it, when they were new in the sales game.

Regardless of the industry, there are only a couple of top salespeople at each business who are a company's best producers.

The typical scenario: A salesperson who has been around for a while or is just above average is designated to go on a sales call with the newer salesperson.

Now what is going to happen here? Easy! The salesperson is going to learn how to sell average - not great, but just average.

Look at who the instructor is: an average salesperson giving the lessons here on how to sell properly!

To me, that is like a blind person teaching another blind person how to ride a motorcycle. There is definitely going to be a crash!

Why would we let someone learn how to sell from someone who is not qualified to teach?

The answer is pretty basic. That is how the company is set up, or it is easy to say to someone, "Hey, go out, and teach Skippy how to sell."

So, why would I want my wife to become an average golfer?

If I teach her how to play like I do, she will learn to play the game like me, somewhat average, and will not really have the direction to learn the game properly from a professional golfer.

That person would be the qualified individual to teach her, not me.

She probably will make some mistakes based on the way I taught her to swing the club, and then she hopefully will practice that method, and now she will perfect an average swing!

That's not the smartest way to teach someone.

Unfortunately, that is how we teach salespeople in many, many companies. Trust me, let a professional teach your salespeople how to sell.

Do not use an average salesperson, or sometimes even worse, an average salesperson who has been promoted to sales management.

Now, he or she is in charge of teaching the whole sales team how to sell average.

It can be a dilemma, but that is why there are a ton of people or companies out there like mine who can put you in the right direction when it comes to proper professional selling techniques.

This is not a sales pitch to use me. Rather, seek out someone who teaches sales training close to where your business is located.

Whether it is golf, medicine, law or even flying an airplane, why learn from someone who is mediocre when you can learn from a professional if one is available?

Take advantage of resources in your community to take your sales force to another level. It is simple, and in the long run, it will be a wise choice.

Well, I have to go sign my wife up for a lesson with the local professional golfer at the nearby course.
Hal Becker www.halbecker.com

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