Sales Training

THE MANAGEMENT OF SALES TRAINING AND DEVELOPMENT

WHAT IS SALES TRAINING?

Sales training is the effort an employer puts

forth to provide sales people job-related

culture, skills, knowledge, and attitudes that should result in improved performance in the selling environments.

REENGINEERING TRAINING

On-time training, one-on-one coaching, and

behavioral-change training are just some of the

strategies companies are applying to sales training curricula across the country.

PURPOSES OF SALES TRAINING

Increasing customer satisfaction.
Helping salespeople become managers. Orienting new salespeople to the job.

Improving knowledge in areas such as product, company, competitors, or selling skills. Lowering absenteeism and turnover.
Positively influencing attitudes in such areas as job satisfaction.

PURPOSES OF SALES TRAINING

Lowering selling costs.
Informing salespeople. Obtaining feedback from salespeople.

continued

Increasing sales in a particular product or customer category.

Sales Training Objectives

Increase productivity Improve morale Lower turnover

Improve customer relations

Improve selling skills

Sales Training Topics

Product or service knowledge

Market/Industry orientation
Company orientation Selling skills

Time and territory management

Legal and ethical issues Technology

Specialized topics

Product Knowledge
Enables a salesperson to provide prospects and customers with the

critical information for rational / balanced decision-making Involves Knowing how the product is made How the product is commonly used, and How it should not be used. Customers often want to know how competitive products compare on price construction performance compatibility with each other Companies that produce technical products spend a greater amount of time on product knowledge

Market/Industry Orientation Topics

How a particular industry fits into the overall economy Knowledge of the industry and the economy Economic fluctuations that affect buying behavior and require adaptive selling techniques Customers' buying policies, patterns and preferences in light of competition what satisfies customers Needs of both wholesalers and retailers

Company Orientation Topics

Company polices that affect their selling activities

How to handle customer requests for price

adjustments, product modifications, faster delivery and different credit terms

Sales manuals that cover product line information and

company polices
A well-prepared sales manual gives a sales

representative quick answers to a customer's questions

Time and Territory Management

Sales trainees need to learn to manage time and

territories

Legal/Ethical Issues
National Industry law dictates corporate action or

avoidance of action in areas of marketing, sales and pricing

Sales personnel need to understand the national, state

and local laws that constrain their selling activities

Statements made by salespeople carry both legal and

ethical implications
Lapses in ethical conduct often lead to legal problems

Technology
Notebook computers
Presentations connecting to company intranet or extranet delivering documentation quickly and accurately

Home offices eliminate the need to go to another office Salesperson can be almost totally self-sufficient with
high-speed network connection
computer printer cell phone

Effective computer use affords sales personnel more face-to-

face customer contact time

Specialized Training Topics

Overcoming price objections

Holding the line on price

Working the trade show Problem solving

Training Methods
On the job Method
Demonstrations examples

Off the job Method

Lectures Conference method

Seminar
Case Study Role playing

Training Materials
Manuals A manuals summarizes the contents covered, gives case studies, and leaves space for self

assessment exercises, working out problems, and games or role play type materials. Printed materials- Company Catalogues, pricelists, product brochures, hand outs of important topics, business magazines etc. Training aids Audio visual CD and tapes, video CD and Tapes etc. Advance Assignments A company can ask the trainees to read in advance certain topics and cases.

A SALES TRAINING MODEL DETERMINE HOW TO EVALUATE TRAINING WHEN PLANNING

P la n n in g P h a se

O r g a n iz in g P h a s e

Staffing P hase

D ire c tin g P h a s e

E v a lu a tio n P h a s e