This document discusses best practices for sales training and development. It outlines six steps for managing the sales training process: 1) assess training needs, 2) set objectives, 3) evaluate alternatives, 4) design the program, 5) perform the training, and 6) conduct follow-up and evaluation. Some key points covered include determining skills gaps, selecting trainers and methods, addressing common sales mistakes, and ensuring adequate presentation and monitoring of trainees.

1. Continual Development of the
Sales Force: Sales Training
Module Six

2. Role of Sales Training in
Sales Force Socialization
Sales training helps socialize the new hires,
providing them with a positive:
• Role Definition — An understanding of what tasks are
to be performed, what the priorities of the tasks are, and
how time should be allocated among the tasks.
• Initiation to Task — The degree to which a sales
trainee feels competent and accepts as a working partner

3. 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

4. Managing the Sales Training Process
Assess Sales Training Needs
Set Training Objectives
Evaluate Training Alternatives
Design Sales Training Program
Perform Sales Training
Conduct Follow-Up and Evaluation

5. Assess Training Needs
• Determine desired skill set and
levels of performance
• Assess salesperson’s actual skill set
and levels of performance
• Analyze gap between desired and
actual to determine training needs

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

7. Typical Sales Training Needs
• Sales Techniques:
Salespeople have an ongoing need
to learn “how to sell”
• Product Knowledge:
Salespeople must know their
product benefits, applications,
competitive strengths, and
limitations

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

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

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

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

12. Common Mistakes
Sales 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)

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

14. • 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
Common Mistakes
Sales Training Addresses

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

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

17. 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

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

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

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

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

22. Perform Sales Training
As the training is being
conducted, the sales manager’s
primary responsibility is to
monitor progress of the trainees
and to ensure adequate
presentation of the training
topics.

23. 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.