3. C HAPTER 10 T HE M ANAGEMENT OF S ALES T RAINING AND D EVELOPMENT
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5. W HAT IS S ALES T RAINING? Sales training is the effort an employer puts forth to provide sales people job-related culture, skills, knowledge, and attitudes that should result in improved performance in the selling environments.
6. R EENGINEERING T RAINING On-time training, one-on-one coaching, and behavioral-change training are just some of the strategies companies are applying to sales training curricula across the country.
7. C HANGE B RINGS A BOUT T RAINING R EENGINEERING
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10. FIGURE 10.1 A SALES TRAINING MODEL – DETERMINE HOW TO EVALUATE TRAINING WHEN PLANNING
11. P HASE O NE: P LANNING FOR S ALES T RAINING The first step when developing or maintaining an ongoing sales training program is assessing needs. Needs assessment entails determining the training needs of the sales force and setting objectives for satisfying those needs.
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13. O PERATIONAL A NALYSIS A difficulty analysis uncovers and analyzes problems salespeople experience.
14. S ALES P ERSONNEL A NALYSIS The behavioral objectives identify the goals of the training program for both the trainer and the trainee.
15. C USTOMER A NALYSIS Incorporate “the voice of the customer.”
20. Failure analysis determines the reasons low-performing salespeople fail to achieve their sales goals. Success analysis is used to identify factors that appear to make salespeople successful. Other ways to assess training needs: Exit interviews determine attitudes toward the job.
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24. R OLE P LAYING In role playing the trainee acts out an event such as the sale of a good or service to a hypothetical buyer.
25. O N-THE- J OB T RAINING The best and most frequently used training takes place on the job.
26. T RAINING L EARNING C URVES The shape of the learning curve indicates the extent to which the rate of learning increases, levels off, or decreases with or without training and practice.
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29. FIGURE 10.3 A HYPOTHETICAL S-SHAPED LEARNING CURVE WITH A PLATEAU
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33. P HASE F OUR: D IRECTING T HE S ALES T RAINING E FFORT Sales culture is the set of key values, ideas, beliefs, attitudes, customs, and other capabilities and habits shared or acquired as a sales group member. T RAINING C ULTURE
34. S UPPORT FROM THE T OP L EADERSHIP PHASE FOUR: continued
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38. Specific items to measure can be derived from training objectives. Items to measure:
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41. T HE B OTTOM L INE Effective sales training provides the foundation for an effective sales force. A director of a sales training program can divide the program into five equally important phases. Planning the sales training program, step one, involves determining the sales force’s training needs and establishing objectives to meet these needs. After the plans have been made, the next step is organizing the program.
42. T HE B OTTOM L INE continued Once the training plans and evaluation procedures have been developed and organized, the next step is to determine who will do the actual training. The fourth phase in the sales training program deals with directing the training effort. Evaluation is the fifth and final phase in a sales training program.
