Sales are hard. You have to know your market, and to know how to work the market. You have to know your customers, existing and potential. You have to know your leads, and how to follow up on them.
And, (this should go without saying, but you’d be surprised how often it doesn’t), you also have to know what you’re selling.
Factor in the constant changes to the market (new models, new trends, new fads, new technologies, new competitors) and the human element (talking to people and closing deals), and you’ll come to the same conclusion we began with: sales are hard.
The way we overcome the hard part in selling, is like we overcome the hard part in everything else, from learning how to program to speaking French: with training.
You have to keep your sales stuff up to date with the latest sales techniques, information about your products, the company policies and regulations, etc.
On the other hand, you also need to keep them selling, especially if you’re a smaller company that can’t afford to have employees off of work for too long, in order to attend seminars and such.
Time is money, and that’s nowhere truer than in sales.