1.Selling requires a sophisticated knowledge

2.research shows that sales training can enhance selling effectiveness through improved relationships and greater rentrion

1. Increased Productivity-measures in terms of a cost-benefit model

2.Reduced Turnover-reduces disappointment, ambiguity, and increases focus

3. Improved Customer Relations-through better customer knowledge and improved solutions to their problems

4.Increased Morale-training improves confidence and enthusiasm

5.Improved Time and Territory Efficiency

1.Assess Sales Training Needs (training needs analysis)

2.Set Objectives for the training

3.Set a Training Budget

1.Review firms strategic objections-training needs usualy result from changes

2.Oberserve and Survey Salespeople

3.Get Information from customers-generally this feedback is more effective for the saleteam then manager feedback

4.Use Company Records-cross tabulation

*whenever possible used as more sources of information as you can and always cross validate info

be put in writing

specific and measurable

have management commitment

new employees or vets?

objectives

loctation of training

number of trainees

-the more technical the product the longer training takes

1.Products

2.Purpose of the training

3.teamwork

4.selling skills

5.customer/market information

6.compay orieentation

7.technology-based selling skills (SFA)

8. & more!

sellings skills acquires from remembered experiences

form of expert knowledge

successful sellers have more of these

*the amount of info is not as important as your ability to retrive info when needed

provides company-wide access to customer information that was previously in the sole possession of the salesperson

*should highlight why where and who to convience salespeople to use SFA

1.Admin

2.Service

3.Selling

members brought to one location

advantages:

efficient

consistent quality

improved communicationa/coordination

exposure to top management

disavanatages: costly and time consuming

in the regional field offices

advanatages

closer to the customer

direct involves sales force management

real life situations

reduces costs

disadvanatges

not enough time to trian

managers more concerned with revenues then training

on-the job or field training

*most widely used type of training for new recruits

you learn from experiences

OTJ is not a reliable source of training if it is the only source of training

costly mistkaes

training is uneven

*a combination of OTJ training and planned training is the best

1. Role Playing

2.CDs, podcasts, audiotapes

3. Internet

common

simulated sales presentation

good for reinforcing information and testing to see if people apply it

can be stressful--reduce this by emphasizing positive points after the pitch

high exposure at a low cost

hard to keep peoples attention

flexible, accesable, available, low cost

start up/learning costs can be high

not as effective as teachers

no feedback

1.Staff specialists

2.Outside specialists

3.Line executives

fairly common

provide variety/excitement

unfamilar with selling situation in the company

-sales managers and top sales performers

-credible and respected

-allows managers to become better aquainted with the sales force

-recruits more likely to put there ideas to practice if they are trained by line executives

-may be bad communicators

-limited training time

Level 1: Reactions of trainees-has little correlation with peformance

Level 2: Learning-the aquisition and rention of the knowldge, generally results in changes of attitude

Level 3: Behavior-did sales people modify their job-releated behavior due to training (tests)

Level 4: Results-measurable extent to which training programs reached the objectives (use control group when testing)

Not following up with the training!

*if training is not reinforced 82% of skills will be lost

*training is most successful when it given in intervals throughout the year

1. Give salespeople realistic understandings of promotional chances

2.Give them opportunities to develop new skills within their present job

3.Recognize vets

4.Be aware of salespeople who have the skills to advance

5.Design programs to develop people for the next level