Sales Training

I. Objectives A. Increase Productivity B. Improve Morale C. Lower Turnover D. Improve Customer Relations E. Manage Time and Territory Effectively

II. Training New Recruits A. Content

1. Product Knowledge
2. Selling Skills

3. Market and Industry Orientation 4. Company Orientation 5. Time and Territory Management B. Timing

III. Training Experienced Personnel Why? Constant Change Correct Bad Habits Focus Attention Motivation Special Skills

IV. Training Managers Constant Change Change in Managers Job/Role Professionalism

V. Methods A. On the Job 1. Who does? 2. Mentoring

B. Classroom 1. Lecture 2. Discussion 3. Case Study 4. Role Playing

C. Home Study Correspondence Electronic

VI. Location of Training Centralized versus Decentralized

Centralized

Pros Skilled Trainer Meet Others Focus Consistency

Cons Meeting Costs Lost Productivity Overload

Decentralized Pros Lower Cost Work While More Applied More Adaptive Cons SM Skill Dont Meet Less Consistent

VII. Measuring the Benefits Level 1- Reactions Are Trainees Satisfied? Level 2 - Learning Did Attitudes, Knowledge, or Skills Change?

Level 3 - Behavior Are Trainees using the knowledge and Skills?

Level 4 - Results How does it affect the bottom line? Sales, Profits, New Customers, etc.

VIII. Criticisms 1. Too Much Rah Rah 2. Too Much Emphasis on Passive Learning 3. Difficult to measure Results

Training Process Overview

1. Assess Training Needs a. Company Objectives b. Sales Force Observation or Survey c. Feedback from Customers d. Company Records

2. Set Objectives and Develop a Budget

3. Design the Program a. Content b. Location c. Methods d. Trainers

4. Evaluate Results 5. Follow Up