SALES FORCE TRAINING AND DEVELOPMENT.

TRAINING DEFINITION : According to Edward B. Flippo,

Training is the act of increasing the knowledge and skill of an employee for doing a particular job.

MEANING : Training is a process of learning sequence of programmed behaviour. It is application of knowledge. It attempts to improve employees performance on the current job ofr prepare them for intended job.

DEVELOPMENTMEANING: Development is a broad, on going, multi-faceted set of

activities to bring some one or an organization upto another threshold of performance, often to perform some job or new role in future.

DIFFERENCE BETWEEN TRAINING AND DEVELOPMENT

DEVELOPMENT

1. Training can be defined as a systematic procedure for transferring technical know how to the employees .

2. It is a short term process.3.Training is generally used to

train non-managerial personnel.

4.It refers only to instruction in technical and mechanical operations.

1. Development is a broad, on going set of activities to bring some one or an organization up to another threshold of performance.

2. It is a long term process. 3.Development involves

managerial personnel.

4.It refers to philosophical and theoretical educational concepts.

TRAINING

5. It focuses on the current job of a sales person.

6. Training focuses on the performance of the individual sales person.

7. A training programme solves the immediate problems of the organization .

5. The development focuses on the current as well as the future job of the sales person.

6. It stresses on the long term goal of organization.

7.Development is concerned with the long-term goal of organization.

IMPORTANCE OF SALES TRAINING

OPTIMUM UTILISATION OF SALES FORCE DEVELOPMENT OF SALESFORCE DEVE LOPMENT OF SKILLS OF EMPLOYEES PRODUCTIVITY TEAM SPIRIT ORGANISATION CULTURE ORGANISATION CLIMATE HEALTHY WORK ENVIRONMENT IMPROVES RELATION REDUCES TURNOVER OF SALES PEOPLE PROFITABILITY

LIMITATIONS OF SALES TRAINING

1. • DIFFICULTY IN RETAINING THE TRAINED EMPLOYEE

2. • TRAINING IS A SLOW PROCESS

3. • DIFFICULTY IN ORGANIZING TRAINING PROGRAMME

4. • TIME CONSUMING

5.• SALESMANSHIP IS A MATTER

OF PERSONALITY

6. • EXPENSIVE

7.• SHORTAGE OF EFFICIENT

TRAINERS

TRAINING PROCESS

TRAINING NEED ANALYSIS

DESIGN AND IMPLEMENTATION OF TRAINING PROGRAMME

EVALUATION OF A TRAINING PROGRAMME

A. TRAINING NEED ANALYSIS The purpose of training needs is to determine

whether there is a gap between what is required for effective performance and present level of performance of sales people.

It helps to plan the budget of the company, areas where training is needed and also highlights the occasions where training might not be appropriate.

Training needs arises at three levels:

1. • ORGANISATIONAL LEVEL

2. • OPERATIONAL LEVEL

3. • INDIVIDUAL LEVEL

B.TRAINING DESIGN The training programme can be undertaken only when clear

training objectives has been produced. The training objective clears what goal has to be achieved by the end of training programme.

The key areas of training design are:

TRAINER

TRAINEE

TRAINING CLIMATE

TRAINING STRATE-GIES

TRAINING TOPICS

LEARNING STYLE

TRAINING IMPLEMENTATION

To put training program into effect according to definite plan or procedure is called training implementation.

Training implementation can be segregated into :i. Practical administrative arrangementsii. Carrying out of the training.

C. TRAINING EVALUATION

The process of examining a training programme is called training evaluation.

Training evaluation ensures that whether trainees are able to implement their learning in their respective work places or to the regular work routines.

PURPOSE OF TRAINING EVALUATION

FEEDBACK CONTROL

POWER INTERVEN-TION

RESEARCH

TRAINING METHODS

COGNITIVE

BEHAVIORAL

ON-THE-JOB TRAINING

OFF-THE- JOB TRAINING

LECTURES:

• a formal verbal presentation of information.

DEMONSTRATION:

• a visual display of how something works or how to do something.

DISCUSSION :• Provide learners with context that is

supported, elaborated, explained through interactions.

COMPUTER BASED TRAINING: • an alternative to classroom based training to

accomplish the goal of providing training at lower cost.

A. COGNITIVE METHODS :It is theoretical training. This approach provide the rules for how to do something, written

or verbal information, demonstrate relationships among concepts etc. Various methods that come under cognitive approach are:

B. BEHAVIORAL METHOD: These methods are more of giving practical training to the trainees. Various methods that

come under cognitive approach are:

BEHAVIOR MODELING

BUSINESS GAMES

CASE STUDIES

ROLE PLAY

IN THE BASKET TECHNIQUES

OTHER TWO WAYS OF CATEGORIZING TRAINING METHODS(1)ON-THE-JOB TRAINING: Under this method, a sales person is instructed

by some experienced sales supervisor. Supervisor demonstrates what he teaches. He gives oral and written explanations.

sales person learns job in actual conditions rather than in artificial conditions. It is less expensive and less time consuming. they learn rules and regulations while learning the job.

(2) OFF-THE-JOB TRAINING: Training is not as a part of every day activity , it is conducted by an outsider organization. It is given in artificial conditions which may just like actual conditions.

Trainee can learn in short time. Trainee can give individual attention as he has no other work assigned to

him. Trainees can concentrate more on learning.

FROM:VENU&RASU