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    Sales Force Training

    Uploaded by

    Jose
    Sales training helps socialize new hires by providing competence, role definition, and acceptance. Most organizations see training as crucial for productivity. Companies spend billions annually on continual training to develop skills like selling techniques, product knowledge, time management, and addressing mistakes. Effective training involves assessing needs, setting objectives, evaluating alternatives, designing tailored programs, performing the training, and conducting follow-up evaluations.

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    Sales Force Training

    Uploaded by

    Jose
    48 views21 pages
    Sales training helps socialize new hires by providing competence, role definition, and acceptance. Most organizations see training as crucial for productivity. Companies spend billions annually on continual training to develop skills like selling techniques, product knowledge, time management, and addressing mistakes. Effective training involves assessing needs, setting objectives, evaluating alternatives, designing tailored programs, performing the training, and conducting follow-up evaluations.

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    Sales training helps socialize new hires by providing competence, role definition, and acceptance. Most organizations see training as crucial for productivity. Companies spend billions annually on continual training to develop skills like selling techniques, product knowledge, time management, and addressing mistakes. Effective training involves assessing needs, setting objectives, evaluating alternatives, designing tailored programs, performing the training, and conducting follow-up evaluations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views21 pages

    Sales Force Training

    Uploaded by

    Jose
    Sales training helps socialize new hires by providing competence, role definition, and acceptance. Most organizations see training as crucial for productivity. Companies spend billions annually on continual training to develop skills like selling techniques, product knowledge, time management, and addressing mistakes. Effective training involves assessing needs, setting objectives, evaluating alternatives, designing tailored programs, performing the training, and conducting follow-up evaluations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    Continual Development of the

    Sales Force: Sales Training


    Role of Sales Training in
    Sales Force Socialization

    Sales training helps socialize the new hires,


    providing them with a positive:
    • Initiation to Task — The degree to which a sales trainee feels
    competent and accepted as a working partner

    • Role Definition — An understanding of what tasks are to be


    performed, what the priorities of the tasks are, and how time
    should be allocated among the tasks.
    Sales Training as a Crucial Investment

    • Most organizations see a link between sales


    training and salesperson productivity
    • U.S. companies spend approximately $8.7 billion
    annually on training
    • The need for sales training is continual
    • Sales managers play a crucial role in the training
    process
    Managing the Sales Training Process
    Assess Sales Training Needs

    Set Training Objectives

    Evaluate Training Alternatives

    Design Sales Training Program

    Perform Sales Training

    Conduct Follow-Up and Evaluation


    Assess Training Needs
    • Determine desired skill set and levels of performance

    • Assess salesperson’s actual skill set and levels of


    performance

    • Analyze gap between desired and actual to determine


    training needs
    Assess Training Needs: Methods

    • Sales Force Audit


    • Performance Testing
    • Observation
    • Sales force Survey
    • Customer Survey
    • Job analysis
    Typical Sales Training Needs

    • Sales Techniques:
    Salespeople have an ongoing need to learn “how to
    sell”
    • Product Knowledge:
    Salespeople must know their product benefits,
    applications, competitive strengths, and limitations
    Typical Sales Training Needs

    • Customer Knowledge:
    Salespeople should know their customer needs, buying motives,
    buying procedures, and personalities.

    • Competitive Knowledge:
    Salespeople must know competitive offerings in terms of strengths
    and weaknesses.

    • Time and Territory Management: Salespeople should learn to


    maximum work efficiency.
    Competencies of
    Successful Salespeople

    • Aligning customer/supplier strategic objectives

    • Listening beyond product needs

    • Understanding the financial impact of decisions

    • Orchestrating organizational resources

    • Consultative problem solving

    • Establishing a vision of a committed customer/supplier


    relationship

    • Engaging in self-appraisal and continuous learning


    Common Mistakes
    Sales Training Addresses

    • Ineffective listening and questioning


    • Failure to build rapport and trust
    • Poor job of prospecting for new accounts
    • Lack of preplanning of sales calls
    • Reluctance to make cold calls
    (without an appointment)
    Common Mistakes
    Sales Training Addresses

    • Lack of sales strategies for different accounts


    • Failure to match call frequency with account
    potential
    • Spending too much time with old customers
    Common Mistakes
    Sales Training Addresses

    • Over-controlling the sales call


    • Failure to respond to customers’ needs with benefits
    • Giving benefits before clarifying customers’ needs
    • Ineffective handling of negative attitudes
    • Failure to effectively confirm the sale
    Training Objectives

    • Increase sales or profits


    • Create positive attitudes and improve sales force
    morale
    • Assist in sales force socialization
    • Reduce role conflict and ambiguity
    Training Objectives

    • Introduce new products, markets, and promotional


    programs
    • Develop salespeople for future management
    positions
    • Ensure awareness of ethical and legal
    responsibilities
    Training Objectives

    • Teach administrative procedures

    • Ensure competence in the use of sales and sales


    support tools

    • Minimize sales force turnover rate

    • Prepare new salespeople for assignment to a sales


    territory

    • Improve teamwork & cooperative efforts


    Evaluate Training Alternatives

    • Selecting Sales Trainers


    – Internal
    – External

    • Selecting Sales Training Locations


    – Decentralized (e.g., district or regional
    offices)
    – Centralized (e.g., corporate
    headquarter)
    Evaluate Training Alternatives

    • Selecting Sales Training Methods


    – Classroom/Conference Training
    – On-the-job Training (OJT)
    • Mentoring
    • Job rotation
    Evaluate Training Alternatives

    • Selecting Sales Training Methods


    – Behavioral Simulations
    – Absorption Training

    • Selecting Sales Training Media


    – Internet
    – Computer-Based (e.g., CD-ROM)
    – Paper-Based
    Design the Sales Training Program

    • Finalize the Training Program


    • Schedule Training Sessions
    • Make Necessary Travel
    Arrangements
    • Make Necessary Accommodation
    Arrangements
    Perform Sales Training

    As the training is being conducted, the


    sales manager’s primary responsibility
    is to monitor progress of the trainees
    and to ensure adequate presentation of
    the training topics.
    Conduct Follow-Up and Evaluation

    It is always difficult to measure the effectiveness of sales


    training.

    Nevertheless, a reasonable attempt must be made to assess


    whether current training expenditures are worthwhile and
    whether future modification is warranted.

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