Very few people can hear a technique, memorize it on the spot, and implement it, in one simple step.

Yet thats what classroom, or if your will, training room instruction at most companies presumes. It presumes everyone can hear a tip, remember it, and immediately put it to work.

If you wonder why theres so much turnover in the ranks of telemarketers, this is one of the reasons. Their training is fragmentary and poorly communicated, and it is not internalized in sufficient time to get reps up to speed and successful.

Ive found there is no better way of getting people prepared to do battle than training them like soldiers. Put them under fire, in your sessions.

For example, every salesperson should be trained to answer objections. Ive found a three-step formula works beautifully.

Upon hearing a prospect say, Gee, that sounds expensive, the rep should respond:

(1) With at transition phrase, such as: Well, I respect that, but

(2) This is followed with a content-answer: Im sure youll recover your full investment in 90 days or less;

(3) And this is capped with a close, So, lets move forward, and Im sure youll be pleased, ok?

I just taught this to you, right? Can you turn away from this page and put it to work?

No, because you havent internalized it, you cant do it like a soldier breaking down a gun, blindfolded.

So, the way we train this is by throwing various objections at our recruits, making sure they get a solid grip on the flow, the sequence. Then, we double back to make sure the language is right. Finally, we work on the intonations, so this reply seems as calm as can be.

Do this with your freshest people and youll transform them into a mighty selling force, one that will rack up victories, and stick around long enough to brag about them!