Continual Development of the Sales Force: Sales Training

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Continual Development of the Sales Force: Sales Training

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Describe the sales training process is a series of six interrelated steps. ... Identify the key issues in evaluating sales training alternates. ... – PowerPoint PPT presentation

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Title: Continual Development of the Sales Force: Sales Training


1
Continual Development of theSales Force Sales
Training
  • Module Six

2
Learning Objectives
  • Understand the role of sales training in sales
    for socialization.
  • Explain the importance of sales training in the
    sales managers role in sales training.
  • Describe the sales training process is a series
    of six interrelated steps.
  • Discuss six methods for assessing sales training
    needs and identify typical sales training needs.

3
Learning Objectives
  • Name some typical objectives of sales training
    programs, and explain how city objectives for
    sales training is beneficial to sales managers.
  • Identify the key issues in evaluating sales
    training alternates.
  • Identify key Africa legal issues and sales
    training.

4
Setting the Stage
Sales Training at UPS from Selling Rates to
Selling Solutions
  • What are the three objectives UPS hopes to
    accomplish with its new training program?
  • Why does UPS spend more money to bring
    salespeople to the training? What activities do
    UPS salespeople do during training?

5
Role of Sales Training inSales Force
Socialization
6
Sales Training as a Crucial Investment
  • Most organizations see a link between sales
    training and salesperson productivity
  • U.S. companies spend approximately 8.7 billion
    annually on training
  • The need for sales training is continual
  • Sales managers play a crucial role in the
    training process

7
Managing the Sales Training Process
8
Assess Training Needs
  • Determine desired skill set and levels of
    performance
  • Assess salespersons actual skill set and levels
    of performance
  • Analyze gap between desired and actual to
    determine training needs

9
Assess Training Needs Methods
  • Sales Force Audit
  • Performance Testing
  • Observation
  • Salesforce Survey
  • Customer Survey
  • Job analysis

10
Typical Sales Training Needs
  • Sales TechniquesSalespeople have an ongoing
    need to learn how to sell
  • Product KnowledgeSalespeople must know their
    product benefits, applications, competitive
    strengths, and limitations

11
Typical Sales Training Needs
  • Customer KnowledgeSalespeople should know their
    customer needs, buying motives, buying
    procedures, and personalities.
  • Competitive KnowledgeSalespeople must know
    competitive offerings in terms of strengths and
    weaknesses.

12
Typical Sales Training Needs
  • Time and Territory Management Salespeople should
    learn to maximum work efficiency.

13
Competencies ofSuccessful Salespeople
  • Aligning customer/supplier strategic objectives
  • Listening beyond product needs
  • Understanding the financial impact of decisions
  • Orchestrating organizational resources
  • Consultative problem solving

14
Competencies ofSuccessful Salespeople
  • Establishing a vision of a committed
    customer/supplier relationship
  • Engaging in self-appraisal and continuous learning

15
Common MistakesSales Training Addresses
  • Ineffective listening and questioning
  • Failure to build rapport and trust
  • Poor job of prospecting for new accounts
  • Lack of preplanning of sales calls
  • Reluctance to make cold calls(without an
    appointment)

16
Common MistakesSales Training Addresses
  • Lack of sales strategies for different accounts
  • Failure to match call frequency with account
    potential
  • Spending too much time with old customers

17
Common MistakesSales Training Addresses
  • Over-controlling the sales call
  • Failure to respond to customers needs with
    benefits
  • Giving benefits before clarifying customers
    needs
  • Ineffective handling of negative attitudes
  • Failure to effectively confirm the sale

18
Training Objectives
  • Increase sales or profits
  • Create positive attitudes and improve salesforce
    morale
  • Assist in sales force socialization
  • Reduce role conflict and ambiguity

19
Training Objectives
  • Introduce new products, markets, and promotional
    programs
  • Develop salespeople for future management
    positions
  • Ensure awareness of ethical and legal
    responsibilities

20
Training Objectives
  • Teach administrative procedures
  • Ensure competence in the use of sales and sales
    support tools
  • Minimize sales force turnover rate
  • Prepare new salespeople for assignment to a sales
    territory
  • Improve teamwork cooperative efforts

21
Evaluate Training Alternatives
  • Selecting Sales Trainers
  • Internal
  • External
  • Selecting Sales Training Locations
  • Decentralized (e.g., district or regional
    offices)
  • Centralized (e.g., corporate headquarter)

22
Evaluate Training Alternatives
  • Selecting Sales Training Methods
  • Classroom/Conference Training
  • On-the-job Training (OJT)
  • Mentoring
  • Job rotation

23
Evaluate Training Alternatives
  • Selecting Sales Training Methods
  • Behavioral Simulations
  • Absorption Training
  • Selecting Sales Training Media
  • Internet
  • Computer-Based (e.g., CD-ROM)
  • Paper-Based

24
Design the Sales Training Program
  • Finalize the Training Program
  • Schedule Training Sessions
  • Make Necessary Travel Arrangements
  • Make Necessary Accommodation Arrangements

25
Perform Sales Training
As the training is being conducted, the sales
managers primary responsibility is to monitor
progress of the trainees and to ensure adequate
presentation of the training topics.
26
Conduct Follow-Up and Evaluation
It is always difficult to measure the
effectiveness of sales training. Nevertheless, a
reasonable attempt must be made to assess whether
current training expenditures are worthwhile and
whether future modification is warranted.
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