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, trainees 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, trainers 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