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Sales Training

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THE MANAGEMENT OF SALESTRAINING AND DEVELOPMENT

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WHAT IS SALES TRAINING?

Sales training is the effort an employer putsforth to provide sales people job-related

culture, skills, knowledge, and attitudes that

should result in improved performance in the

selling environments.

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REENGINEERING TRAINING

On-time training, one-on-one coaching, andbehavioral-change training are just some of the

strategies companies are applying to sales

training curricula across the country.

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PURPOSES OF SALES TRAINING

Increasing customer satisfaction.

Helping salespeople become managers.

Orienting new salespeople to the job.

Improving knowledge in areas such asproduct, company, competitors, or selling

skills. Lowering absenteeism and turnover.

Positively influencing attitudes in suchareas as job satisfaction.

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PURPOSES OF SALES TRAINING

Lowering selling costs.

Informing salespeople.

Obtaining feedback from salespeople.

Increasing sales in a particular product orcustomer category.

continued

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Sales Training Objectives

Increase productivity

Improve morale

Lower turnover

Improve customer relations

Improve selling skills

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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

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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 oftime on product knowledge

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Market/Industry Orientation Topics

How a particular industry fits into the overalleconomy

Knowledge of the industry and the economy

Economic fluctuations that affect buying behaviorand require adaptive selling techniques

Customers' buying policies, patterns andpreferences in light of competition

what satisfies customers

Needs of both wholesalers and retailers

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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 policesA well-prepared sales manual gives a sales

representative quick answers to a customer's questions

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Time and Territory Management

Sales trainees need to learn to manage time andterritories

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Legal/Ethical Issues

National Industry law dictates corporate action oravoidance of action in areas of marketing, sales andpricing

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

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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

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Specialized Training Topics

Overcoming price objections

Holding the line on price

Working the trade show

Problem solving

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Training Methods

On the job Method Off the job Method

Demonstrations

examples

Lectures

Conference method Seminar

Case Study

Role playing

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Training Materials

Manuals

A manuals summarizes the contentscovered, gives case studies, and leaves space for selfassessment exercises, working out problems, andgames or role play type materials.

Printed materials- Company Catalogues, price-lists, product brochures, hand outs of importanttopics, business magazines etc.

Training aids Audio visual CD and tapes, videoCD and Tapes etc.

Advance Assignments A company can ask thetrainees to read in advance certain topics and

cases.

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A SALES TRAINING MODEL DETERMINE HOWTO EVALUATE TRAINING WHEN PLANNING

Planning

Phase

Organizing

Phase

Staffing

Phase

Directing

Phase

Evaluation

Phase