The task of training sales teams on how to sell new products usually falls to the marketing team. Success here is critical to the success of your product.
Most sales conferences include training by the marketing team - primarily on how to sell the new and upcoming products but sometimes review of the old ones as well.
Usually, every marketer in your company will pitch to the sales team - and your battle (and the success of your product line) depends on your outshining the rest so that YOUR pitch sticks in their minds when they return to the field.
How do you win this battle? First of all, do something to get their attention before diving into dry technical details. Pass out the latest gadget from your last trade show, tell a joke, or put up a funny Powerpoint slide to break the ice.
Once you have their attention - start out by telling them HOW they are going to make money on selling your product. Sales teams don't really care if you support the latest specs (although they may push you for them if their customers require them), they mostly care about how they are going to win with your product. Quantify the market ,and establish the burning need in THEIR customer base. If possible, try to quantify the average revenue per sale and per customer.
Now describe the product completely - using as much graphic content in your presentation as possible. Include handouts and documentation - sales people need collateral to use as ammunition against the competition they face every day. If you have a product demo, make it - or yourself - available to the front line team. Show them the demo if possible in the time alloted.
Next, always include a detailed description of the competition. What does your product have that the competitors don't? Why should the customers care about this feature or benefit? As price is ALWAYS a consideration, make sure the team knows the price ranges you are willing to live with - giving a field rock bottom is a great idea and will keep your phone calls down.
Include a list of target customers you are willing to work with the sales team on closing - with reasons for the choice of each. If a potential customer represents little immediate revenue but is important to you from a knowledge standpoint - this is legitimate - but make sure you communicate this accordingly.
Finally - list anticipated objections and responses to those objections. Keep these "real" and beware of the tendency to include "ivory tower marketing fluff" that doesn't address the real concern expressed by the objection. Sales people hate that.
It also helps to include a product FAQ as a handout that your team can refer to while hitting the streets.
Finally, make sure that you are accessible to the sales team after the meeting for any questions or customer issues that they may have.
