Sales force Training

Arber Hoxhallari

Training the Sales force

Why training is important?

An ongoing sales training program is essential to establish and maintain a productive sales force.

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Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

• Assess Sales

Training Needs

• Set Training Objectives

• Evaluate Training Alternatives

• Design Sales Training Program

• Perform Sales Training

• Conduct Follow-Up and Evaluation

Managing the sales training process

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Ways of Determining Training Needs

• Questionnaires.

• Interviews.

• Tests given during meetings for diagnostic purposes.

• Direct observation in the field.

• Analyses of sales, profits, and activity reports.

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Purpose

Improve Customer Relations

Improve selling Skills

Increase Productivity

Improve Morale

Help sales people to get

promotion

Training Objectives

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Sales Training topics

Product or service knowledge

Market orientation

Company orientation

Selling skills

Technology

Ethical and Legal issues

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Training Methods

• Trainee receives standard briefings in product knowledge, company polices, customer and market characteristics and selling skills

• Avoid wasting executive time

• Permit use of audiovisual materials and technical resources

• Interaction between sales trainees

Classroom training

• Teaming.• Meetings.• Customer interaction.• Mentoring .• Peer-to-peer

communication.

On-the-job training

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Cost• Sales training consumes substantial time

and budget.

• Relationship between sales training and revenue is difficult to measure.

• The practice of stealing trained employees discourages companies to offer in-depth training. 

Benefits• Improved morale.• Lower sales force turnover.• Higher customer satisfaction.• Measuring changes in skills of both new

and experienced sales personnel.• Long term benefits.

Sales force Training cost and benefits

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Obstacles to Introducing Training

• Training is expensive.

• Top management not dedicated to sales training.

• Salespeople’s lack of understanding of what training is supposed to accomplish.

• Salespeople’s lack of understanding regarding application of training to everyday tasks.

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Knowledge of the needs, methods and the purpose of the training is crucial.

Training is a good way to increase efficiency, and reduce sales cost.

Trained sales people are confident and tend to stay longer in a company.

Training and development helps the growth of a business.

The company needs to have motivated staff who have up-to-date skills in order to remain competitive.

Well-trained staff are an asset to the business and help to retain customers.

Conclusions

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Arbër Hoxhallari

Thank You!

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