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Effective Sales Training Strategies

Sales training is important for increasing productivity, reducing turnover, improving customer relations and morale. Companies like Xerox and IBM spend millions on training annually. Effective sales training involves assessing needs, setting objectives, developing a budget and program, determining training methods and locations, and evaluating results. The document provides details on each of these aspects of planning and implementing a successful sales training program.

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mahgul khan
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8 views10 pages

Effective Sales Training Strategies

Sales training is important for increasing productivity, reducing turnover, improving customer relations and morale. Companies like Xerox and IBM spend millions on training annually. Effective sales training involves assessing needs, setting objectives, developing a budget and program, determining training methods and locations, and evaluating results. The document provides details on each of these aspects of planning and implementing a successful sales training program.

Uploaded by

mahgul khan
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter 8

Sales Training

Why train sales people?


• Inadequate sales training is common problem.
• Top salesperson, purchasing agent qualities of sales person
are influenced by training.
• Most respected companies spend great amount on sales
training.
• Xerox spends $100.000 for salary and training during a
salesperson’s first year job.
• IBM budgets more than $1billion per year for training. IBM
pulls its best people from field to conduct training program.
• Investment rather current expense.
Benefits of sales training
• Increased productivity

• Reduced turnover.

• Improved customer relation

• Better morale

• Improved time and territory efficiency


Planning for Sales Training
• Assessing training needs
Sales force productivity need generally break down into three element. The sales
force either does not know what to do, how to do, why they should do. Training
needs helps to identify where problem and opportunities exist and whether
training can be best to address this issue.
• Management objectives
• Sales observation and survey
• Customer information
• Company record
Continued……
• Setting objectives
• Specific sales training objectives should be established. To avoid problems of
training.
• Writing a plan
• Training objectives should be measureable.
• Specific objectives (met objectives can be evaluated with training program).
• Sales training objectives should be written to gain top management attention
and willingness for allocation of budget.
• Management commitment (poor/success of training)

• What to train
• Where to train
• Training method
• Trainers?????
Setting a Training Budget

• New sales people: Million $ on new sales people, average cost of


training new sales force is: consumer product= 5,354; 3.4 months,
industrial = 9,893; 4.8 months, services= 9,060;4.80 months
• Example on Intel.
• Retraining veteran sales people: learning is never ending,
successful sales representative can also benefits from training. E.g.
product change, market shifts, new environmental situation, territories
reorganized.
Developing the training program
• Product knowledge

• Selling improving

• team work

• Customer and market information

• Company orientation

• Other topics
Where to train
• Centralized V/S decentralized
• Field training
Training Media
• Role playing
• Games and simulation
• Audiotapes
• Technology based training
Who should train
• Staff specialist
• Outside specialist
• Line executives
Evaluation sales training
• Level 1= reaction
• Level 2= learning
• Level 3= behavior
• Level 4= results

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