Sales Management- SALES TRAINING DESIGN PURPOSE OF SALES TRAINING: SALES TRAINING DESIGN The A-C-M-E-E approach to Sales Training Design Decisions for Designing Sales Training Programme

1. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated to Institution of G.G.S.IP.U, Delhi
Course: BBA (G)
Subject :Sales Management
Paper ID : 17303
SALES TRAINING DESIGN
Mr. Pramod Kumar Nayak
Asst. Professor

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING
PURPOSE OF SALES TRAINING:
(i) To achieve improved job performance.
(ii) To help the new sales personnel to perform
their job satisfactorily and as a result the rate
of sales personnel turnover declines.
(iii) To increase Sales force effectiveness.
(iv) To increase the overall efficiency of a company’s
personal selling operation.

3. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
Designing or Building Sales Training Programme:
Primarily the sales training programme are designed for
Newly recruited sales personnel and for experienced
sales personnel differently.
For newly recruited sales personnel – the most
comprehensive and longest is the training programme.
For experienced sales personnel – more intensive and
shorter programme on specialized topics as well as
periodic refresher course.

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
Decisions for Designing Sales Training Programme:
Building a sales training programme requires five major
decisions:
Some sales training specialists refer to these decisions
as the A-C-M-E-E decisions;
A- Aim (The specific training Aims must be defined)
C- Content (Content must be decided)
M- Methods (Training Methods to be selected)
E- Execution ( Arrangements to be made for Execution)
E- Evaluation (Procedure to be set up for Evaluation of
results)

5. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
The A-C-M-E-E approach to Sales Training Design Decision
A- Aim
C- Content
M- Methods
E- Execution
E- Evaluation
A-Aim(s)
(Why?)
C-Content
(What?)
M-Methods
(How?)
E- Execution
(Who?
When?
Where?)
E- Evaluation
(Recycle, Redesign, Modify, and so forth)

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
Decisions for Designing Sales Training Programme:
A-C-M-E-E decisions;
(i) A- Aim (The specific training Aims must be defined):
The first step in the decision making is defining the
specific aim. The specific Aim definition begins with a
review of general aims and the means currently
employed to attain them.
The process cannot be completed until sales
management perceives the training needs from which
specific training aims derive directly.

7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
A- Aim (The specific training Aims must be defined).
The aim of training can be defined after identifying the
training needs.
The Initial training needs can be identified by analysing
the job specifications, Individual trainee’s background
and experience, and sales related marketing polices.
The continuing training needs can be identified by
analysing the present practice and policies, which are
followed by the experienced sales personnel.
Accordingly the specific aim will be defined.

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
A- Aim (The specific training Aims must be defined).
The aim of training should be with following objectives:
(i) To increase sales productivity
(ii) To increase sales, profit or both
(iii) To improve customer relations
(iv) Preparing new sales person for assignment to new
job.

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
(ii) C- Content (Content must be decided for training)
For initial sales training programme the programme
should have contents to cover the main four areas :
(1) Product data (Knowledge about product)
(2) Sales Techniques
(3) Market information
(4) Company information
For newly recruited sales personnel – the most comprehensive and
longest is the training programme and should have the content to
train them to face the market.
For experienced sales personnel – more intensive and shorter
programme on specialized topics as well as periodic refresher
course content for their improvement.

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
(iii) M- Methods (Training Methods to be selected)
It is important to select those training methods that most
effectively convey the desired content. There are two
methods and as follows:
(i) On the job training : on the job training includes
various methods such as
a. Coaching
b. Mentoring
c. Understudy
d. Job rotation
e. Job Instruction Technique
This method is appropriate for developing trainee’s skill in
making presentations, answering objections and closing sales.

11. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
M- Methods (Training Methods to be selected)
(ii) Off the job training : off the job training includes
various methods such as
a. Lectures
b. Role play
c. Presentations
d. Simulation games
e. Demonstrations
f. Group Discussions

12. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
(iv) E- Execution ( Arrangements to be made for
Execution)
The Execution step of A-C-M-E-E is the fourth step in
designing the sales training and requires four key
organisational decisions. They are as follows:
(a) Who will be trainee?
(b) Who will conduct the training?
(c) When will the training take place?
(d) Where will the training site be?

13. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
(v) E- Evaluation (Procedure to be set up for Evaluation
of results)
The Evaluation step of A-C-M-E-E is the fifth step in
designing the sales training. It focuses upon measuring
training programme effectiveness.
However, measuring sales training effectiveness is not easy, but it is
possible to gauge, somewhat roughly the programme effectiveness.
Any evaluation of training programme effectiveness based on sales
record is an approximation. Apart from training other factors like
sales promotion, competitor’s activity, economic regulations also
affect the sales effectiveness.

14. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
E- Evaluation (Procedure to be set up for Evaluation of
results)
Other approaches to measuring training programme
effectiveness are use of written tests ( on a before and
after training basis) to determine how much trainees
have learned. This is appropriate for measuring
improvements in amount and depth of product
knowledge, for instance, but reveals little about trainee’s
ability to apply this in the field.
Many companies also ask trainees to evaluate training
programmes after they return to their territories.

15. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
SALES TRAINING DESIGN
A Company’s position in its industry is
determined importantly by the
performance of its sales personnel.
Skilfully designed and executed sales
training programmes have potentials
for helping sales personnel to achieve
effective job performance.

16. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Disclaimer: The PRESENTATION is prepared for use in classroom Instructional/Teaching & Learning purpose only,
Not to be used for any other purpose.
References:
Sales Management – Decisions, Strategies and Cases , Richard R Still, Edward W
Cundiff, Norman A P Govoni, Prentice Hall, 2009, pp. 340-365
Sales and Distribution Management, Sukhvinder Singh, Sun India Publications, 2013
SALES TRAINING DESIGN

17. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Disclaimer: The PRESENTATION is prepared for use in classroom Instructional/Teaching & Learning purpose only,
Not to be used for any other purpose.