Practical Small Business Sales Training - The Faces of Business

In this episode of The Faces of Business, Thomas Ellis, Chief Sales Coach at EWC Consultants, shares insights into Practical Small Business Sales Training.

To gauge the client's interest in proceeding, Thomas suggests concluding meetings by asking, "What do you think our next steps should be?"

In the same breath, Thomas points out that many salespeople mistakenly think they have a meeting when they don't have a confirmed time, such as when a client says, "Call me next week" or "Drop by anytime." A genuine meeting requires a specific date, time, and agenda. This attention to detail is key to successful sales.

Damon points out that many believe being good with people is enough to succeed in sales, but he compares this to being an athlete where natural talent alone isn’t enough without proper training. He says when selling expensive software solutions, it’s crucial to include extra steps in the sales process to value building.

Thomas agrees, adding that from the very first meeting, the salesperson must identify the client's key problems and demonstrate how the software can solve them. During product demonstrations, the focus should be on the three to five features that address the client’s most pressing issues, not the full range of features.

Appreciating the guest’s insights, Damon asks him about the most unique sales challenge he has faced. Thomas recalls selling software to a major wireless carrier, where, after extensive legal negotiations, his team mistakenly sent the wrong version of the contract. This confused the client, and Thomas had to spend several days explaining the error and rectifying the situation. It remains a memorable lesson for him even 20 years later.

Moreover, the guest shares that the most rewarding aspect of his work is helping clients overcome their initial self-doubt and excuses. He encourages them by reframing sales as helping others, which resonates with everyone. Once clients adopt this mindset, they often experience breakthroughs,

As the show nears its conclusion, Damon believes success in sales lies in tracking activity regularly and assessing the progress of sales staff. If behind, they increase their activity to catch up.

Thomas shares his experience in the wireless industry, where daily sales targets were closely monitored.

Salespeople needed to sell two and a half units per day to meet the goal of 50 units in a month. If they were not meeting the target of 10-12 units sold by the end of the week, they were considered off track.

The conversation ends with Damon thanking Thomas for his time.

Our Guest
Thomas Ellis

With over 25 years of sales experience, Thomas has developed the B.U.D. sales methodology (Better, Unique, and Desirable), which has helped countless sales professionals enhance their techniques and close more deals. His expertise ranges from first appointments to persistent follow-up strategies, all designed to boost your revenue and client success.

At EWC Consultants, Thomas offers customized training tailored to the needs of sales teams and small business owners. His coaching has been recognized for its practicality and immediate impact, and his recently launched B.U.D. Sales Academy provides free, interactive training sessions to empower sales professionals.

Thomas graduated from Fordham University with a Bachelor of Business Administration degree.

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