The Biggest Missing Piece in B2B Sales Training

03:23 - How salespeople are shifting from reactive order takers to proactive prospectors
 

04:41 - The generational challenges in sales and their impact on training tactics
 

09:35 - Why empathy and listening should be top priorities in sales
 

12:01 - Tips for shortening the ramp-up time for new sales reps to become productive
 

15:10 - Why customer service should not be a differentiating feature for companies

Tim Rethlake is a seasoned sales professional with 45 years of experience in the building products industry. Throughout his extensive career, Tim has excelled in sales and marketing roles, frontline producer positions and leadership roles for a hearth systems manufacturer. 

After retiring in March 2023, he founded his own consulting and coaching practice — TRaction Coaching. Tim now leverages his vast experience to coach both companies and individuals, focusing on sales performance, sales process, sales leadership and general leadership for individual clients.

Tim highlighted a significant gap in sales training specific to the building materials industry. While product training is abundant, sales training often falls short. According to Tim, salespeople became reactive order takers during the COVID-19 pandemic — today, they need to be proactive prospectors. This revelation underscores the need for a comprehensive approach to sales training that focuses on building relationships and understanding client needs rather than just pushing products. 

Tim elaborates on the fear of looking dumb (FOLD) that paralyzes many salespeople, particularly those new to the industry. Without adequate sales training, new salespeople can feel overwhelmed and inadequate, leading to high turnover rates. 

Tim emphasizes the power of storytelling — both getting stories from customers and being able to tell a compelling sales story oneself. According to Tim, the onboarding process often focuses too heavily on product knowledge at the expense of training new hires to be effective communicators. 

He asserts that understanding and conveying the right story can make or break a sales pitch, and new hires should focus on receiving information from clients rather than just giving it.

"We've lost the power of story. And so often when I'm working with owners of distributors or dealers, I'll say, so you've got this new sales rep. She started about three months ago. Does she have the story down?” - Tim Rethlake

Further complicating the situation are the generational changes within the industry. Tim notes a shift from Baby Boomers, many of whom have chosen retirement after lucrative careers during the COVID boom, to Gen Xers and Millennials taking up leadership roles. Gen Z, also entering the workforce, presents new challenges. 

"These kids, they don't want to work, right? They don't have a work ethic. They don't have any people skills. They have no social graces at all — and it's because we didn't train them for that.” - Tim Rethlake

Raised in a digital age dominated by social media, younger sales reps often lack the interpersonal skills critical for effective sales interactions. This generational gap intensifies the need for tailored sales training that includes comprehensive, story-based training rather than just product information.

Accountability emerges as another significant discussion point. Tim clarifies that accountability, often perceived negatively, is actually about being dependable. 

"I don't know what it is about accountability — why we think that word has such a negative influence to it. But accountability means ‘able to be counted on,’ and don't we all want to be that?” - Tim Rethlake

He also critiques the current state of sales leadership, highlighting that COVID-era habits have weakened accountability structures and that many team meetings have become ineffective. 

Good sales leadership, he argues, includes regularly checking in with each sales rep and ensuring they're equipped with both product knowledge and the soft skills necessary for success.
 

So, what’s the solution? Tim advises a shift in focus back to the fundamentals of person-to-person (P2P) interaction. He underscores the necessity of empathy, understanding the day-to-day realities of customers and using that insight to tell a story that resonates with them. 

Citing the critical role of being a “meaning maker,” Tim explains that sales reps need to help customers make sense of the myriad of options available to them. In doing so, they build trust and demonstrate a genuine understanding of the customer’s needs.

Beth brings up a common complaint among manufacturers: it typically takes three years for a new sales rep to become net positive. Tim disagrees with this lengthy timeframe, suggesting that with the correct training, recruits can become assets within a year. 

He breaks down the importance of training reps in both booming and downturn markets, ensuring they can adapt and thrive in various economic conditions. He also reemphasized the importance of teaching new hires how to listen to customers and how to hold long conversations. 

"The best salespeople are the best listeners, not the best talkers.” - Tim Rethlake

In discussing what makes one salesperson stand out over others, Tim dismisses customer service as an adequate differentiator. He stresses that the real selling points should be the relationship customers have with their sales reps and the assurance that both the sales rep and their company will support them reliably. 

The longevity and adaptability of their business should also be part of the narrative, providing a sense of security to potential clients. 

"I used to say that how long you’ve been in business didn't matter. I've changed my tune about that a little bit because now I think it matters if you have weathered all of these magic and tragic cycles, and you had a business that's been able to be flexible and could adapt and could survive that.” - Tim Rethlake

Have more questions for Tim about overcoming sales pitfalls and improving your sales training? You can contact him on LinkedIn or through the TRaction Coaching site. 

SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.