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Sales Training GMSI588
Objectives of Sales Training
» to achieve improved job performance
» to reduce the rate of sales personnel turnover
» to improve sales force effectiveness
» to provide opportunities for learning through experience
Building Sales Training Programs
» Defining Training Aims initial sales training programs ( job specification, trainee’s background and experience, sales related
marketing policies) continuing sales training programs ( needs of experienced sales personnel, changes in product and
markets, changes in sales related marketing policies, procedures and organizations)
» Deciding Training content product data , sales techniques, markets , company information
Building Sales Training Programs
» Selecting Training Methods The Lecture , The Personal Conference, Demonstrations, Role Playing , Case Discussion, Impromptu
Discussion , Gaming , On – job training, Programmed Learning ( Group vs. Individual Training Methods)
» Executing Sales Training Who will be the trainees ? Who will do the training ? When will the training take place? Where will the
training site be ? Instructional Materials and Training aids
» Evaluating Sales Training Programs compare aims with the results , written test, observers, customers feedback, trainer’s rating
Challenges in Sales Training
» Will the training programme be effective in solving a problem?» Will the investment in it be justified?» Will it produce the desired or intended
results?
Role of the Trainer
» The success of the training programme depends on the ability, skill, and motivation of the sales trainer
The Training Process
Training need assessment Phases
Training needs» Identification of specific problems» Anticipating impending and future problems» Management requests» Interviewing and observing the personnel on the job» Performance appraisal» Questionnaire survey» Checklist» Attitude survey» Interpersonal skill test
Designing and conduct phase
» Location» Job Instruction Training (JIT)» Presentation options
Types of Training
» Cross-functional training» Team training» Creativity training» Literacy training
Training Methods» Didactic method- structure the lecture- reinforce the Message- aid concentration- material used for the lecture- make it memorable for the participants- deliver with dynamism- use questions» Visual support» Participative» Conferences
Training Methods» Seminars» Discussions» Role play» Case study» Fishbowl» Workshops» Sensitivity training» Transaction analysis» In-tray exercises» Transcendental meditation
Deciding a sales training programme
» Aim» Content» Contents» Knowledge» Proficiencies» Location» Evaluation