The document discusses effective management of a modern sales force through training and development. It outlines objectives for sales training such as increasing productivity and improving morale. It recommends analyzing sales force needs and setting measurable training objectives. Topics for sales training include product knowledge, selling skills, and time management. Keys for effective on-the-job training include mentoring, meetings, and customer interaction. Evaluation of training programs and results is important to determine effectiveness and develop future strategies.

1. 1
Management of the Modern Sales Force
Charles Junod
July 2009

2. Page  2
Sales Training and Management Objectives
 Increase productivity
 Improve morale
 Lower turnover
 Improve customer relations
 Improve selling skills

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Well Designed Training Program
 Analyzes sales force needs
 Sets specific, realistic, and measurable
training objectives
 Allows for adequate development and
timely, effective implementation
 Subjects itself to evaluation and review
- What do we want to measure?
- When do we want to measure?
- How do we do it? What measuring
tools are available?
 Modifies to achieve greater effectiveness

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Sales Training Topics
 Product or service knowledgeProduct or service knowledge
 Market/Industry orientationMarket/Industry orientation
 Company orientationCompany orientation
 Selling skillsSelling skills
 Time and territory managementTime and territory management
 Legal and ethical issuesLegal and ethical issues
 TechnologyTechnology
 Specialized topicsSpecialized topics

5. Page  5
Keys for Effective On the Job Training
 Teaming - Bringing together people with different skills to address issues.
 Meetings - Setting aside times when employees at different levels and positions
can get together and share thoughts on various topics.
 Customer interaction - Including customer feedback as part of the learning
process.
 Mentoring - Providing an informal mechanism for new salespeople to interact
and learn from more experienced ones.
 Peer-to-peer communication - Creating opportunities for sales people to interact
together for mutual learning.
Source: The Education Development Center (www.edc.org)

6. Page  6
Success Evaluation
Evaluation Options Matrix
Reaction: Did participants respond favorably to the program?
Learning: Did participants learn concepts or skills?
Behavior: Did Participants change their on-the-job behavior?
Results: What personal or organization results occurred?

7. Page  7
Summary
Effective sales management is an exacting process of evaluating needs and
developing the necessary training.
A well trained sales force will produce at high productivity rates and have less
turnover.
Evaluation of results is required to determine effectiveness and develop future
strategies.

8. Page  8
Questions?
“The conventional definition of management is
getting work done through people, but real
management is developing people through work.”
-Agha Hasan Abedi