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Sales Training: - Raghav Upadhyai

Sales training is important for several reasons: to address issues like "me too" products, non-consultative selling, and high staff turnover. Training provides benefits like enhanced skills, improved motivation/confidence, lower costs and complaints, and higher sales/profits. Developing an effective sales training program involves defining objectives, assessing training needs, designing the program, and evaluating results. Key aspects to consider include who to train, when and where to conduct training, the content, and teaching methods. Training can be done decentralized in the field or centralized at corporate offices, and should utilize various teaching techniques and levels of evaluation.

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Narinder Arora
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484 views20 pages

Sales Training: - Raghav Upadhyai

Sales training is important for several reasons: to address issues like "me too" products, non-consultative selling, and high staff turnover. Training provides benefits like enhanced skills, improved motivation/confidence, lower costs and complaints, and higher sales/profits. Developing an effective sales training program involves defining objectives, assessing training needs, designing the program, and evaluating results. Key aspects to consider include who to train, when and where to conduct training, the content, and teaching methods. Training can be done decentralized in the field or centralized at corporate offices, and should utilize various teaching techniques and levels of evaluation.

Uploaded by

Narinder Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Sales Training

- Raghav Upadhyai
Why do we require training ?
• Proliferation of “me too” product
• Practice of systems selling
• No Ullu Banaying
• Advent of Consultative Selling
• Working with Teams
• Relationship Strategy
• Moving from order takers to order getters
Benefits of Training

Enhanced Improved Improved Self


Skill Levels Motivation Confidence

Reduced Fewer Lower staff


Costs Complaints turnover

Reduced
Higher job Higher sales
management
satisfaction and profits
support
Phases of
Developing and
Conducting Sales
Training
Sales force training
• Aim of the training should be well defined.
E.g. Sales Maximization vs. process improvement

• Build a sales training program around the aim.


E.g. Comprehensive and longer programs for the new/inexperienced sales
force and specialist and shorter programs like refreshers for the experienced
sales force.

• Identifying the Initial Training Needs


Job Specifications, Trainee’s background and experience, Sales related
marketing activities.
Contd….

5
Training Assessment

What are the training program objectives?

Who should be trained?

What are the training needs of Individual rep?

How much training is needed?


1. Training Program Objectives
2. Who should be trained?
• New Hires
• Experience reps
– The middle 60% of the sales performers gives highest
return on dollars invested in training
• Customers
– Independent manufacturer’s representatives, distributors,
dealers and at times users.
• Sales Managers
– Planning and business organisational skills, strategic
implementation ability, human resource management,
leadership and team building, and professional
commitment.
Program Design
• Who should do the training?
• When should the training take place?
• Where should it be done?
• What should be the content of it?
• What teaching methods should be used?
Who should do Training?
• Line Personnel
• Staff Trainers
• Outside Training Specialists
1. Line Personal
Advantages Disadvantages
• More Authority • Lack of time
• Have successful sales exp. • Lack of training ability
• Unity of action in terms of
what supervisor expects
• Train the way the managers
want them to sell
• Each person’s ability can be
evaluated in better way
2. Staff Trainers
Advantages Disadvantages
• Attend to details • Lacks control
• Design necessary material • Does not speak with
• Give needed attention to authority
trainee. • Additional cost of
• Less expensive to hired maintaining trainings
sales trainers department
3. Outside Training Specialists
• 70% of the American companies uses them
– Set specific objectives of training
– Select a trainer who has sales experience
– Select a trainer who has expertise in the area of
your training need
– Get references
– Preview or audit the program
– Ask for specifics on what results your company
can expect
Where should the
training take place?
• Decentralised
– Field sales office instruction
– Use of senior sales people
– On job training
– Sales seminars or clinics
– Self guided assignments
• Centralised
– At corporate offices
– Manufacturing facilities
– Training Facilities
1. Decentralised Training
Advantages Disadvantages
• Less expensive • Field manager may not
• Trainee remains of field perform his role well
• Work while learning • Complex and expensive
• Avoids expense of supporting material/instrument can not be
trainee and school staff brought to field
• Trainee can learn on its own
pace
• Supervisors are directly
responsible
• Training can be customised
2. Centralised Training
Advantages Disadvantages
• Highly skill personnel are • Expensive to take people out
usually available of field
• Trainees get to know each • Amount of time a person can
other be kept at central training
• Trainee get to know about location is limited
facilities
• It eliminates travelling
expenses
• Formal training facilities
• Formal training material
What should be the content of training?
• Knowledge of the company
• Product knowledge and application
• Knowledge of competitive products
• Knowledge of customers
• Knowledge of business principles
• Selling skills
• Relationship building skills
• Team selling skills
• Time management skills
• Interpersonal Effectiveness
• Managerial Effectiveness
• Legal constraints on selling
What teaching methods be used?
Evaluation of Training Courses
Levels Measures Methods
Survey, comment sheets,
Reaction Attitudes and feelings exit interview and
discussion
Principles, facts and
Knowledge Tests
techniques
Questionnaire and
Attitude Changes in behavior
observation
Change in sales, profits,
Results Changes in performance
expenses etc.
Case 7-1 Sunrise Cleaners

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