Sales Management Ch.8: Sales Training

Why train sales people?
– effective selling is a learned intellectual process
– increased productivity, reduced turnover, improved customer relations, better morale, improved time and territory efficiency
Increased Productivity
– ultimate objective of any sales program is to increase results
– sales training objective
Decreased Turnover
-ratio of number of people who leave to the average size of the sales team
– sales training objective
Improved Customer Relations
– customers do nto want to work with many sales reps
– sales training objective
Better Morale
– increased product knowledge makes seller more comfortable andconfident
– sales training objective
Improved Time and Efficiency
-makes time more efficient so you can spend it with customers
– sales training objective
PLANNING FOR SALES TRAINING
– 1) assesing sales training needs 2) establishing specific objectves for the training program 3) setting a budget for the program
Assessing Sales Training Needs
– can usually be simply broken down
– conduct a training needs analysis
Training Needs Analysis
– , A three-step process of organizational, task, and person analysis; required to develop a systematic understanding of where training is needed, what needs to be taught or trained, and who will be trained.
Strategic Objectives
– change in strategy of company
– usually involve changes in types of products sold, the customers called on, and type fo customer relationships developed
– part of training needs analysis
Sales Force Observation and Survey
– managers able to observe sales people
– part of training needs analysis
Customer Information
– gathering customer info through questionares, focus groups, etc. to get better understanding of customer
– part of training needs analysis
Company Records
– companies use computer data to analyze result
-cross tabulating- examining data by certain sales force characteristics
– part of training needs analysis
Setting Objctives
– completed after the assesment
– should b put in writing
Setting a Training Budget
– cost to train varies by company
– in person training is very hgih many companies switching to online
Developing Training Program
– training topics, where to train, training methods, who should train,
Training Topics
– Product Knowledge, Selling, Improving Teamwork, Customer and Market Information, Company Orientation, Company Orientation, Technology Based Selling Skills, Other Skills
Where to Train?
-centralized vs. decentralized, field training
Centralized Training
– when all sales people to be trained are brought ot one central location
-advantage is everyone learns same thing
– costly and time consuming
Decentralized Training
– training done in the field or regional office
– advantage is close to customer and can tailor strategy to fit
– regional managers put low priority on training to new recruits
Field Training (on the job training)
– most widely used method of sales training for new recruits
-cost effective however may damage existing relationships, and may be improperly trained
Training Methods
role playing, (cd, podcasts, audiotapes), internet
Who Should Train
staff specialists, outside specialists, line executives
Evaluating Sales Training
– managers must measure if investment is paying off
– Kirkpatricks four- stage framework