Module Six
Continual Development of the
Sales Force: Sales Training
Learning Objectives
1.
2.
3.
4.
Understand the role of sales training in sales for
socialization.
Explain the importance of sales training in the
sales manager’s role in sales training.
Describe the sales training process is a series of
six interrelated steps.
Discuss six methods for assessing sales
training needs and identify typical sales training
needs.
Professional Selling:
A Trust-Based Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
5.
6.
7.
Name some typical objectives of sales training
programs, and explain how city objectives for
sales training is beneficial to sales managers.
Identify the key issues in evaluating sales
training alternates.
Identify key Africa legal issues and sales
training.
Professional Selling:
A Trust-Based Approach
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Setting the Stage
Sales Training at UPS: from Selling
Rates to Selling Solutions
1. What are the three objectives UPS hopes
to accomplish with its new training
program?
2. Why does UPS spend more money to
bring salespeople to the training? What
activities do UPS salespeople do during
training?
Professional Selling:
A Trust-Based Approach
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Schwepker Jr. Williams
Role of Sales Training in
Sales Force Socialization
Sales training helps socialize the new hires,
providing them with a positive:
• Initiation to Task — The degree to which a sales
trainee feels competent and accepted as a working
partner
• Role Definition — An understanding of what tasks are
to be performed, what the priorities of the tasks are, and
how time should be allocated among the tasks.
Professional Selling:
A Trust-Based Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Training as a Crucial Investment
• Most organizations see a link between sales
training and salesperson productivity
• U.S. companies spend approximately $8.7
billion annually on training
• The need for sales training is continual
• Sales managers play a crucial role in the
training process
Professional Selling:
A Trust-Based Approach
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Managing the Sales Training Process
Assess Sales Training Needs
Set Training Objectives
Evaluate Training Alternatives
Design Sales Training Program
Perform Sales Training
Conduct Follow-Up and Evaluation
Professional Selling:
A Trust-Based Approach
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Assess Training Needs
• Determine desired skill set and
levels of performance
• Assess salesperson’s actual
skill set and levels of
performance
• Analyze gap between desired
and actual to determine
training needs
Professional Selling:
A Trust-Based Approach
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Schwepker Jr. Williams
Assess Training Needs: Methods
•
•
•
•
•
•
Professional Selling:
A Trust-Based Approach
Sales Force Audit
Performance Testing
Observation
Salesforce Survey
Customer Survey
Job analysis
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Typical Sales Training Needs
• Sales Techniques:
Salespeople have an ongoing
need to learn “how to sell”
• Product Knowledge:
Salespeople must know their
product benefits, applications,
competitive strengths, and
limitations
Professional Selling:
A Trust-Based Approach
Ingram
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Schwepker Jr. Williams
Typical Sales Training Needs
• Customer Knowledge:
Salespeople should know their
customer needs, buying motives,
buying procedures, and personalities.
• Competitive Knowledge:
Salespeople must know competitive
offerings in terms of strengths and
weaknesses.
Professional Selling:
A Trust-Based Approach
Ingram
LaForge Avila
Schwepker Jr. Williams
Typical Sales Training Needs
• Time and Territory
Management: Salespeople
should learn to maximum work
efficiency.
Professional Selling:
A Trust-Based Approach
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Competencies of
Successful Salespeople
• Aligning customer/supplier
strategic objectives
• Listening beyond product needs
• Understanding the financial
impact of decisions
• Orchestrating organizational
resources
• Consultative problem solving
Professional Selling:
A Trust-Based Approach
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Competencies of
Successful Salespeople
• Establishing a vision of a
committed customer/supplier
relationship
• Engaging in self-appraisal and
continuous learning
Professional Selling:
A Trust-Based Approach
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Common Mistakes
Sales Training Addresses
• Ineffective listening and
questioning
• Failure to build rapport and trust
• Poor job of prospecting for new
accounts
• Lack of preplanning of sales calls
• Reluctance to make cold calls
(without an appointment)
Professional Selling:
A Trust-Based Approach
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Common Mistakes
Sales Training Addresses
• Lack of sales strategies for
different accounts
• Failure to match call
frequency with account
potential
• Spending too much time with
old customers
Professional Selling:
A Trust-Based Approach
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Common Mistakes
Sales Training Addresses
• Over-controlling the sales call
• Failure to respond to
customers’ needs with benefits
• Giving benefits before
clarifying customers’ needs
• Ineffective handling of negative
attitudes
• Failure to effectively confirm
the sale
Professional Selling:
A Trust-Based Approach
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Training Objectives
• Increase sales or profits
• Create positive attitudes and
improve salesforce morale
• Assist in sales force
socialization
• Reduce role conflict and
ambiguity
Professional Selling:
A Trust-Based Approach
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Training Objectives
• Introduce new products,
markets, and promotional
programs
• Develop salespeople for future
management positions
• Ensure awareness of ethical
and legal responsibilities
Professional Selling:
A Trust-Based Approach
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Training Objectives
• Teach administrative
procedures
• Ensure competence in the use
of sales and sales support
tools
• Minimize sales force turnover
rate
• Prepare new salespeople for
assignment to a sales territory
• Improve teamwork &
cooperative efforts
Professional Selling:
A Trust-Based Approach
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Evaluate Training Alternatives
• Selecting Sales Trainers
– Internal
– External
• Selecting Sales Training
Locations
– Decentralized (e.g., district or
regional offices)
– Centralized (e.g., corporate
headquarter)
Professional Selling:
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Evaluate Training Alternatives
• Selecting Sales Training
Methods
– Classroom/Conference
Training
– On-the-job Training (OJT)
• Mentoring
• Job rotation
Professional Selling:
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Evaluate Training Alternatives
• Selecting Sales Training
Methods
– Behavioral Simulations
– Absorption Training
• Selecting Sales Training
Media
– Internet
– Computer-Based (e.g., CD-ROM)
– Paper-Based
Professional Selling:
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Design the Sales Training Program
• Finalize the Training Program
• Schedule Training Sessions
• Make Necessary Travel
Arrangements
• Make Necessary
Accommodation Arrangements
Professional Selling:
A Trust-Based Approach
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Perform Sales Training
As the training is being
conducted, the sales manager’s
primary responsibility is to
monitor progress of the trainees
and to ensure adequate
presentation of the training
topics.
Professional Selling:
A Trust-Based Approach
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Conduct Follow-Up and Evaluation
It is always difficult to measure
the effectiveness of sales
training. Nevertheless, a
reasonable attempt must be made
to assess whether current
training expenditures are
worthwhile and whether future
modification is warranted.
Professional Selling:
A Trust-Based Approach
Ingram
LaForge Avila
Schwepker Jr. Williams