Sales Training GMSI588

Objectives of Sales Training

» to achieve improved job performance

» to reduce the rate of sales personnel turnover

» to improve sales force effectiveness

» to provide opportunities for learning through experience

Building Sales Training Programs

» Defining Training Aims initial sales training programs ( job specification, trainee’s background and experience, sales related

marketing policies) continuing sales training programs ( needs of experienced sales personnel, changes in product and

markets, changes in sales related marketing policies, procedures and organizations)

» Deciding Training content product data , sales techniques, markets , company information

Building Sales Training Programs

» Selecting Training Methods The Lecture , The Personal Conference, Demonstrations, Role Playing , Case Discussion, Impromptu

Discussion , Gaming , On – job training, Programmed Learning ( Group vs. Individual Training Methods)

» Executing Sales Training Who will be the trainees ? Who will do the training ? When will the training take place? Where will the

training site be ? Instructional Materials and Training aids

» Evaluating Sales Training Programs compare aims with the results , written test, observers, customers feedback, trainer’s rating

Challenges in Sales Training

» Will the training programme be effective in solving a problem?» Will the investment in it be justified?» Will it produce the desired or intended

results?

Role of the Trainer

» The success of the training programme depends on the ability, skill, and motivation of the sales trainer

The Training Process

Training need assessment Phases

Training needs» Identification of specific problems» Anticipating impending and future problems» Management requests» Interviewing and observing the personnel on the job» Performance appraisal» Questionnaire survey» Checklist» Attitude survey» Interpersonal skill test

Designing and conduct phase

» Location» Job Instruction Training (JIT)» Presentation options

Types of Training

» Cross-functional training» Team training» Creativity training» Literacy training

Training Methods» Didactic method- structure the lecture- reinforce the Message- aid concentration- material used for the lecture- make it memorable for the participants- deliver with dynamism- use questions» Visual support» Participative» Conferences

Training Methods» Seminars» Discussions» Role play» Case study» Fishbowl» Workshops» Sensitivity training» Transaction analysis» In-tray exercises» Transcendental meditation

Deciding a sales training programme

» Aim» Content» Contents» Knowledge» Proficiencies» Location» Evaluation