BPMM 3023 Sales Management

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BPMM 3023 Sales Management Group 3 Hot Items

Group 3 : Hot Items

2. Tham Yong Qi 3. Lau Hui Bing 4. Chong Jew Peng

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BPMM 3023 Sales Management Group 3 Hot Items

1. Tan Bee Thing

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Chapter 7
BPMM 3023 Sales Management Group 3 Hot Items

Developing , Delivering & Reinforcing A Sales Training

Training
A vital link in the process of converting the recruit into a productive sales rep. Basically defined as those things which are done to help salespeople gain mastery in the skills, concepts, behaviors, and attitudes
BPMM 3023 Sales Management Group 3 Hot Items

Types of Training Programs

Initial training program (indoctrination) for new hires.

Continuous training program (refresher) for experienced reps.

BPMM 3023 Sales Management Group 3 Hot Items

Developing & Conducting A Sales Training Program

Establish program objectives Identify who should be trained Identify training needs and specific goal How much training is needed ? Who should do the training ? When should the training take place ? Where should training be done ? Content of training
Program design
BPMM 3023 Sales Management Group 3 Hot Items

Training assessment

Teaching methods used in training program

Determine how training will be reinforced What outcome will be evaluated ? What measures will be used ?
Evaluation Reinforcement

Value of Sales Training

Leads to greater selling effectiveness, better customer relations, and improved organizational commitment and retention. Salespersons product knowledge, understanding of customer needs, selling skills are directly related to amount of training he/she receives.

BPMM 3023 Sales Management Group 3 Hot Items

Buyers preference & evaluations of salesperson are typically ignored in the programs. Design training program without thoroughly assessing their needs.

Lack of skill reinforcement

Why not effective ?

BPMM 3023 Sales Management Group 3 Hot Items

What are the training objective ?

Who should be trained ?

What are the training needs of the individual reps ?

How much training is needed ?

BPMM 3023 Sales Management Group 3 Hot Items

Training Assessment

Increased sales productivity

BPMM 3023 Sales Management Group 3 Hot Items

Sales Training Program Objectives

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Who should be trained ?

New hires Experienced reps
Customers Sales managers
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What Are the Training Needs of the Individual Rep?

The manager have to break down the broad objective into specific goals for individual rep, such as:

Improving product knowledge Prospecting methods Probing, or Relationship building

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The Assessment of Training Needs:

The most important step in beginning a sales training program Starting point for setting the goals and program Determine the weakness in selling skills and overcome it
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The importance of these specific objectives:

Helps the trainer and trainee focus on the purpose of the training
BPMM 3023 Sales Management Group 3 Hot Items

Guide prioritization and sequencing of training Guide the choice of training methods Provides a standard for measuring training effectiveness

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Standardization & Customization

Standardization
For inexperienced reps New products New policies

Customization
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For experienced reps Based on the needs of the rep The reps may suggest their own ways to improve their skills

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Sources of Information
Managerial judgment
Interview or surveys

Customer questionnaires

Difficulty analysis

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How Much Training Is Needed?

Half day : introduce reps to a new promotional program 2-3 days : teach about features and benefits of new product and service 3-4 days: a program with the objective of improving the sales reps customer organization 6 months: teach basic selling skills to inexperienced recruit

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Program Design
WHO should do the training? WHEN should the training take place? WHERE should the training take place? WHAT should the content of the training be? WHAT training method should be used?
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Who Should Do The Training? 1. Regular line executives 2. Staff personnel 3. Outside specialists

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Line Personnel
Conduct training Advantages
Carry much more authority Can evaluate each person ability

Disadvantages
Lack of time
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Lack of teaching ability

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Staff Trainers
Conduct training programs Advantages
Lower cost More focus in training activities

Disadvantages
Lacks of authority control over the trainee
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Outside Training Specialists

Firms use this to provide at least part of the training Firms lack the resources to provide the training internally Example: The Sales Ninja Group
Provide sales motivation mindset breakthrough programs , professional selling skills training, sales management training and designing customized sales training modules for organizations

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Step to ensure the firms using an outside specialist successfully:

Set specific objectives for the training Select a trainer who has sales experience Select a trainer who has expertise in the area of your training needs Select only those programs that allow you to customize Get references Preview or audit the program Ask for specific on what results your company can expect

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When Should the Training Take Place?

Training programs for a new salespeople may last from a few weeks or more
BPMM 3023 Sales Management Group 3 Hot Items

It much easier to train people who had some field experiences Weak salespeople are usually eliminated if they must sell before being trained Companies should use delayed training only when product knowledge is easily acquired

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Where Should the Training Take Place?

Decentralized Training Advantages
Lower cost Spending more time in the program Involves of sales manager

Disadvantages
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Sales manager lacking times and skill to be properly train

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 Centralized Training
Advantages
Involves personnel dedicated and highly skilled in training Allow interaction with home office Reps focus on training

Disadvantages
Higher cost

Reps kept away from home and family

Limited amount of time

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What Should the Content of the Training should be? Task-Related KSAs Growth-Related KSAs Meta KSAs
*KSAs Knowledge, Skills, and Abilities
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Task-Related KSAs

Essential elements a salesperson must possess in order to sell a companys products or services

Product Knowledge and Application Knowledge of Competitive Products Knowledge of Customers Knowledge of the Company Knowledge of Business Principles Knowledge of the Legal Contraints on Selling Selling Skills Relations-Building Skills Team-Selling Skills Territory/Time-Management Skills Computer-Assisted-Selling Skills

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Growth-Related KSAs
A salespersons adaptive and coping skills, goal setting, creativity as well as the salespersons attitudes toward selling and training in general.
Attitude toward Selling and toward Training Emotional Intelligence Adaptibility Training Creativity Training Coping Strategies

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Meta KSAs Salespersons self-development and self-management, involve a continuos process of self-guidance that enhances the learning of both the TASK- and GROWTH-related KSAs
Self-Management Training Learning Orientation

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Prevalent Myths about the Selling Process

Myth No. 1 Salespeople are born not made. Myth No. 2 Salespeople must be good talkers
BPMM 3023 Sales Management Group 3 Hot Items

Myth No. 3 Selling is a matter of knowing the right techniques or tricks. Myth No. 4 A good salesperson can sell anything. Myth No. 5 A good salesperson can sell ice to an Eskimo. Myth No. 6 People dont want to buy.

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Lectures

Cases Round table Panels

Discussion Demonstrations

Mentoring

CDs and Podcasts

Role-playing

On-the-job

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Webbased training

Teaching methods for presenting information in sales training

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Reinforcement
Most salespeople wont change their behaviors as a result of training unless there is some ongoing reinforcement. In many companies, reinforcement doesnt occur as frequently as it should, largely because managers dont place a periority on this activity.

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Training Evalution
During this stage, sales executive must assess the effectiveness of their training programs. Executives must decide what outcomes will be evaluated and how this outcomes will be measured. How these outcome will measure? -Reaction -Learning -Behavior -Results

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-End of ChapterThanks all for paying attention!

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