根据HubSpot的包容专家的说法，如何使您的销售培训更具包容性

无论您是欢迎一个新人加入销售团队，还是在当前员工中发展技能，销售培训都是培养成功的销售计划的非常重要的一部分。

研究表明完成高额销售培训计划的销售团队的获胜率提高了10％，并且达到配额的可能性至少要高10％。

Regardless of what sales training program you implement at your organization, there’s one key factor you should consider when choosing what’s best for your team:包容性。

Outside of sharpening sales skills, mastering the customer journey, and boosting win rates, your sales training should also foster an inclusive learning environment that helps your team forge relationships and create a culture of its own.

为了更好地了解包容性的销售培训计划的样子，我与三位枢纽销售负责人进行了交谈，他们在团队中拥护包容性：米歇尔·贝弗（Michelle Benfer），，，，Mintis Hankerson， 和Elle Fening。Below, they share their advice on how to improve inclusivity in your sales training.

Before we dive in, let’s define whatinclusivemeans in the context of sales training.

什么是包容性销售培训？

Inclusivity is the process considering the identities and preferences of people that might otherwise be excluded, marginalized, or simply overlooked. This can refer to both demographic and psychographic identities, including but not limited to race, age, and sexual orientation as well as personality types, learning styles, and motivations.

One way to do this in the context of sales training is to genuinely know your team members — in doing so, you’ll be able to make individual reps feel as though you’re speaking directly to them even while in a group setting.

"One of the pivots I've made when speaking to my team or trying to have an inclusive connection to the people that I oversee is making sure don't isolate anyone by使用只能与特定组交谈的参考文献，，，，" Benfer shared. (Benfer also authored a HubSpot blog post on如何使您的销售平台更具包容性）

她鼓励销售领导者了解他们的团队成员，并了解他们和背景。至于她自己的团队，Benfer避免使用只能说明特定群体的利益的类比（例如运动，通常在传统销售环境中引用）。相反，她致力于了解团队中人民的利益。

汉克森（Hankerson）同样定义了包容性的销售培训：“我认为这是一种培训，可以符合多种学习风格，并允许人们以多种不同的方法学习。”（Hankerson最近写了一篇关于Hubspot博客文章how her team hit their sales quota every month for a year）

如何使您的销售培训更具包容性

As you can see, both demographic and psychographic differences should be taken into account when cultivating inclusivity among your sales team and sales training. Let’s unpack some inclusive sales training best practices as shared by our sales experts.

1.了解您的销售团队如何学习。

The purpose of sales training is to educate and equip your sales team. If they can’t absorb or apply the sales training information, then it’s not worth their time — or yours. How can you ensure your sales training is valuable? Understand how your team prefers to be trained.

汉克森建议：“询问每个人的首选学习方法。”“实际上，我将收集一些数据，围绕我们学习的不同方式以及如何使我们的教学多样化，以适应某些方法比其他方法更有效的事实。”

One method that Hankerson warns against? PowerPoint. "I would absolutely make sure that your training does not involvejustPowerPoint because that doesn’t allow it to sink in." This isn’t to warn against the platform itself; it’s more a reminder that your sales training shouldn’t just be endless slides, long presentations, and — essentially — hours of people-watching.

In fact, Hankerson shared an anecdote with me about a member of her team who faced this exact problem: she was approached by a rep who preferred to learn by reading and doing instead of listening. She couldn’t tell the repnotto attend the training as it was obligatory, so instead, she encouraged them to complete written exercises afterwards to help with comprehension and application.

通过了解销售团队的学习方式，您可以考虑您的团队实际上如何运用他们所学的知识，而不仅仅是为了培训而培训。此外，您可以节省团队（和您自己）的时间和精力。

最后，汉克森（Hankerson）建议，真正的包容性培训使销售人员可以尝试他们学到的东西。在训练她的团队之后，她要求他们去测试他们学到的知识，并带回有效的例子。然后，她进行了反馈会议，不仅了解她的团队表现如何，而且还可以改善培训方面。

"This helps me think about what I’m trying to train and how I can actually reinforce it," she said.

2.包括销售团队的成员。

就像了解销售团队如何学习非常重要一样，将它们包括在更广泛的计划和包容性讨论中也很重要。毕竟，他们将接受销售培训。

芬宁说：“很难从真空中包容，因此将其他人包括在集思广益和设计过程中以检查自己的偏见是很重要的。”

当被问及她的策略和技巧将包容性注入她的培训中时，贝弗分享了类似的事情：“我认为这使每个人都有机会举例说明使它们与众不同的例子。”

她在新员工上做的一件事是举行一个受欢迎的会议，在此期间她进行了破冰船。他们的最新提示？在八年级中描述自己。Benfer说：“我们要求人们包括他们的兴趣，他们听的音乐以及他们穿的衣服。”“我发现这是一个非常出色的均衡器，因为您注意到的一件事是，有些看起来同样的人的背景是完全不同的背景，无论是他们来自地理位置，他们的兴趣是什么，而他们是谁，然后是谁从那以后成为谁。”

当寻求与您的团队建立联系并帮助他们相互联系时，破冰船，尤其是与非工作相关的冰淇淋者是出色的对话开始者。

参与团队的另一种方法是进行调查。提出类似的问题：

• What motivates you?
• How do you like to receive feedback?
• 您想如何交流？
• What is one thing I should know about you and the way you work?

This is a way for managers to understand how their team members like to be praised, acknowledged, and motivated — all important factors of sales training beyond the scope of how salespeople prefer to learn.

贝弗评论说：“我们真的试图认识个人，并确保我们与他们交流并与他们交谈。”“我们并不总是钉住它，但是我认为我们问每个人都喜欢工作的事实是我们试图使这一包容性的一种方式。”

3. Focus on skills beyond sales.

有无数宝贵的销售技巧，包括确定需求，表达价值，谈判和推销。但是还有许多其他类型的技能justas important.

芬宁分享道：“培训团队的隐性偏见，并做活动，使每个人都能获得新的同理心和洞察力，以了解与自己不同的人的观点。”

Benfer还与她的团队进行了偏见培训：“我们努力承认我们的日常生活中存在偏见，以及我们如何意识到他们并试图减轻这些偏见。”这是指关于种族和性别以及以前的雇主甚至教育背景的偏见。

Learn why inclusivity is important and steps to take to start building an inclusive team with this free HubSpot Academy tutorial.

4.考虑创建自己的销售培训计划。

There are hundreds of impressive and effective销售培训计划在市场上。但是这些程序并非与你的考虑到团队。当您制定自己的内部销售培训计划时，您可以以多种角度从头开始构建它。

定制的培训计划或内部销售教练不仅使您可以考虑团队的学习方式，而且还允许您包括视觉效果，插图和照片，这些照片具有不同类型的人。Fening分享道：“这些信号向各种内容的参与者表示，并且也适用于它们。”

芬宁说：“考虑归因于学习过程的文化，语言或区域细微差别，以及如何在此过程中支持这些人。”“此外，还计划将这些细微的经验整合到培训本身中。强调并庆祝这些差异，以便团队可以看到这种包容性模型并在自己的实践中复制它。”

销售培训仅与受众一样有效，并且其受众只能学到与他们量身定制的一样多。Apply the best practices discussed in this article to make your sales training more inclusive and help your sales team be as successful as possible.