The document discusses various aspects of sales training and evaluation. It covers identifying training needs through methods like surveys and audits. It describes designing training programs including content, methods, execution and evaluation. Popular training topics include product, customer and competitive knowledge as well as selling skills. Motivation theories like Maslow's hierarchy, Hertzberg's two-factor theory and Vroom's expectancy theory are also summarized. Different compensation plans like salary, commission and bonuses are outlined. The document concludes with discussing various methods of evaluating sales force performance including analysis by branches, product lines and customer classification.

1. SALES AND
DISTRIBUTION
MANAGEMENT
Swarit Yadav

2. PGDM (IIM Raipur)
Bakhresa FMCG (South Africa)
Relationship Manager (HDFC Bank)
MD- Shyam Hospital
Faculty(MBA)- GLA University, Mathura
Swarit Yadav

3. Training
 The sales training process
 Identifying who should be trained and what are
their needs
 Designing and executing a training program
 Evaluation and reinforcement of a training
program

4. Training
 Identifying who
should be trained
 Newly hired
 Existing salesperson
 Intermediary sales
representatives
 Sales mangers
 Identifying training
needs
 Methods
 Sales managers'
observation
 Sales force survey
 Customer survey
 Performance testing
 Job description
 Sales force audit
 Popular sales training
needs
 Product knowledge
 Customer knowledge
 Competitive knowledge
 Selling skills
 Company knowledge

5. Training
 Designing and
executing a sales
training program
 Aims(why?)
 Content(What?)
 Methods(How?)
 Execution(Who,when,
where,what?)
 Evaluation
 Designing the sales
training program
 Aims/objectives of
sales training(why is
sales training
needed?)
 Content of training
program(what should
be the content of
sales training?)
 Initial training for new
sales trainees
 Continuing training
program for existing
emplyees
 Time and territory
management
 Ethical and legal issues
in selling

6. Training(sales training methods)

7. Training(selecting sales training methods)
 Lecture
 Demonstration
 Group discussion
 Role playing
 Case studies
 Simulation games
 Sensitivity analysis
 films
 Distance
learning/online
 Demonstration
 EPSS
 Interactive multimedia
 Audio
cassettes/podcasts
 CDs, books, manuals
 On the job
 Job rotation
Group training methods Individual training methods

8. Training
 Who will be trainees?
 New and existing
salespeople
 Intermediaries
 Sales managers
 Who will conduct the
training?
 Line sales personnel
 Staff trainers
 Outside training
specialists
 When should the
training take place?
 Where should the
training be done?
 Centralized training
 Decentralized training
 What would be the
budget expenditure?
 What are the
instructional materials
to be used?
 Manuals
 Company publications

9. Training

10. Motivating
 Difficulty
 Changes in marketing
environment
 Conflicting company
objectives
 Unusual nature of
sales job
 Separate motivational
package
 Relevance of
motivational theories
to salespeople
 Maslow’s hierarchy of
needs theory
 Hertzberg’s two-factor
theory
 Vroom’s expectancy
theory
 Churchill, ford and
walker model of sales
force motivation

11. Motivation(Maslow’s hierarchy of
needs)
 Self actualization
 Self fulfillment
 Self development
 Esteem needs
 Fulfilled through
status
 Recognition
 Reputation
 Prestige
 Social needs
 Fulfilled through
acceptance
 Belonging, love,
friendship
 Safety needs
 Fulfilled through
safety
 Job security
 Income security
 Physiological needs
 Fulfilled through food
 Shelter, clothing,
water

12. Motivation(hertzberg’s two factor theory)
 Hygiene factor
 Working
environment
 Security
 Type of supervision
 Interpersonal
relationship
 Salary, fringe
benefits
 Company policies
 Will bring
motivational level to
point zero
 Motivation factor
 Recognition
 Responsibility
 Achievement
 Challenge
 Opportunity for
growth
 Interest value of the
work
 Incentives and
commisions

13. Motivation(Vroom’s expectancy
theory)
 3 factors are
important
 Expectancy
 Instrumentality
 Valence
 Expectancy
 Person’s perception
of the relationship
b/w effort and
performance
 Instrumentality
 Person’s perception
of the relationship
b/w performance
and reward
 Valence
 Value placed on a
particular reward by
a salesperson

14. Motivation(Churchill,ford and
walker model of sales motivation
Motivation
• Effort
• Apptitude
Performance Rewards Satisfaction

15. Motivation
 Financial compensation
plan
 Salary
 Commission
 Performance bonus
 Fringe benefits
 Combination
 Sales contest
 Team compensation
 Global compensation
issues
 Promotional opportunities
 Sense of accomplishment
 Personal growth
opportunities
 Recognition
 Job security
 Sales meetings
 Sales training programs
 Effective supervision
 Praise and encouragement
Financial reward/tools Non-financial rewards/tools

16. Compensating
 Types of
compensation plan
 Straight salary
 Straight commission
 Combination of
salary, commission,
and/or bonus
 Straight salary plan
 Secure income
 Increased loyalty to
company
 Willing to do non
selling activities
 Little financial
incentive to sales
people
 Not good for new
companies or
declining companies

17. Compensating
 Straight commission
plan
 Commission base
 Sales volume
 Profitability based
commission plan
 Commission rate
 Rate paid per unit
 % of sales or gross
profit
 Commission start
 Straight commission
with salesperson
paying travelling,
fooding and lodging
 And the vice-versa
 Commission payout
 After the customer
billed for order
 50% at customer
billing and 100% at
order delivery

18. Compensating
 Combination plan
 Salary plus
commission plan
 Salary plus bonus
plan
 Salary plus
commission plus
bonus plan
 Salary plus
commission plan
 Fixed salary
 Variable commission
 Increased sales but
good customer
service
 Salary plus bonus
plan
 More than 60 percent
fixed
 Short term and long
term objectives for
bonus
 Salary plus
commission plus
bonus plan

19. Evaluation of sales force

20. Evaluation(Sales by branches)

21. Evaluation(sales analysis by product
lines)

22. Evaluation(sales analysis by
customer classification)

23. Evaluation(different type of sales
analysis)