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Chapter - 10Sales Training
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Learning ObjectivesUnderstand the meaning, objective,
andimportance of sales training programmesUnderstand the benefits
of sales trainingExplain the steps and ways to design atraining
programme
Appreciate the importance of place,duration, and budget on
training
Identify the various training methodssuitable for sales force
training
Appreciate the effectiveness of the salestraining programme
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Training
Training is an activity to derive thebest possible efforts from
anemployee that contributes successfully
to the performance of a job in anorganization.
Rao (2009) termed training as the actof increasing the knowledge
and skillof an employee for doing a particular
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Objectives of Sales Training
Supplement knowledge, skills,attitudes and culture.
Arouse deep interest in job.Instill a sense of job
involvement.
Awaken a feeling of job security.Develop a positive attitude
towardsthe job.Reduce the turnover of salespeople.
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Objectives of Sales Training
Fulfill manpower requirements.Prevent obsolescence of skills
andknowledge.Bestow a participative work culture.Reduce level of
supervision.Reduce cost of sales operations.Help employee gain self
confidenceand morale.
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Objectives of Sales Training
Help salespeople understandcharacteristics of
businessenvironment.
Teach salespeople ways of developinglong term
relationships.Teach salespeople strategic
component of personal selling.Learn how to increase sales
volume,productivity and margins.
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Objectives of Sales Training
Teach habits required to besuccessful.Reduce chances of
detraining.
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Benefits of Sales Training
Hones right knowledge, skills andattitude.Develops the functions
and activitiesin the selling jobs.Develops objectivity in
thinkingprocess.
Tutors salespersons to balance time,effort and money.Educates
salespeople about product
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Benefits of Sales Training
Teaches salespeople the language ofcompetition.Inducts a sense
of competitiveness,spirit and vigour.Motivates salespeople to work
hardand become self starters.
Inculcates flair of managerial task andresponsibility.
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Steps in Sales Training
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Identifying Training Needs
Determine weaknesses that affectperformance negatively.Design
content of training accordingly.Training needs vary from time to
time.
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Setting Sales TrainingObjectives
Training objectives are formulated onthe basis of Types of
products/services sold. Nature of selling jobs. Types of
salespeople undergoing training. Types of customers.
Environmental conditions.
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Setting Sales TrainingObjectives
Training objectives should be Goal-directed
Performance-oriented
Help to produce right type ofsalespeople for the
rightperformance.
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Designing the TrainingProgramme
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Contents of a TrainingProgramme
Product knowledge.Company knowledge.Knowledge on
customers.Knowledge on competition.Sales Techniques.Industry
orientation.Management principles.
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Training Programme-Time andPlace Perspectives
Length of training programmedepends on Types of Salespersons
recruited
Budding or moderately experienced Cost factor. Urgency of
selling situation.
Availability of professional trainers.
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Training Programme-Time andPlace Perspectives
Location of training programmedepends on: Availability of right
infrastructure. Financial supports. Cost of training programmes.
Efficient trainers.
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Venue of TrainingProgrammes
Centralized training programme.Decentralized training
programme.Combination of centralized anddecentralized training
programme.
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Training Methods
Lecture method.Conference training.Case study.On-the-Job
Training.
Audio-visual Oriented Training.Management Games.Role
Playing.
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Evaluation of TrainingProgramme
Kirkpatrick (1994) put forth fourtraining effectiveness
measures: Reaction. Learning. Behaviour. Results.
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