Page 109 - DMGT205_SALES_MANAGEMENT

Unit 8: Training of Sales Personnel

Introduction Notes

Training of the sales person will never become obsolete. As long as technology changes, new
people enter the work force, businesses strive to improve, organisations will need training. The
term "training" may change (e.g., it is currently referred to as learning, coaching, facilitating,
etc.) but the concept remains the same-people continually need help in mastering new skills,
applying new knowledge and/or adjusting their attitudes.
What many people fail to realise is that training is itself a skill that needs to be learned. Expert
trainers are aware of the hours involved in learning how to train. Novice trainers also realise
that training isn't an easy endeavour. And non-trainers often don't know where to begin.

8.1 Training Programme

Building a sales training programme requires five major decisions – aim, content, method,
execution and evaluation. These are referred to as the A-C-M-E-E decisions. The specific training
aims must be defined, content decided, training methods selected, arrangements made for
execution and procedures set up to evaluate the results.
Training of salesmen is essential to make them skilled. Just as a gifted athlete needs coaching
and practice to perform at his best, similarly a sales person also requires proper training and
development. After selection, personnel should be given formal training which includes planned
programmes complete with schedules, lesson plans, visual aids, other teaching devices and
systematic reviews and evaluation.

Informal training involves the continuous development of sales people. It is a prime responsibility
of the supervisor and includes working with sales people, finding their activities and advising
them on improvements that should be made. It is also known as field coaching.

Training varies with the sales person's career cycle Sales persons have varied backgrounds,
experience levels, learning abilities, etc. and therefore have their own training needs. Another
factor deciding the type of training is the stage of the career of the sales person.
Sales person's career cycle is a conceptual framework which describes the stages through which
a sales person passes in his career cycle. There are four basic stages of this cycle.
1. Preparation
2. Development
3. Maturity
4. Decline

Figure 8.1 shows the four stages

Figure 8.1: Sales Person’s Career Cycle

Maturity
Achievement level Development Decline

Preparation

Time units

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