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Unit 8: Training of Sales Personnel
8.4.1 The Lecture Notes
Lecture is the method of learning through instructions from trainer to trainee. Trainees mainly
watch and listen, although some versions of lecturing permit questions.
Advantages
1. It is more economical as compared to other methods.
2. It is the only method to cover the desired training content if initial sales training is brief.
3. It is the only practical way to handle instructions when the training group is too large but
it can also provide training appropriately to smaller training groups through summary of
major topics.
Disadvantages
1. Teaching is emphasised more than learning.
2. Only one-way communication between trainer and trainee prevails.
8.4.2 Personal Conference
The personal conference is an unstructured and informal method. It varies with the personalities
of the trainer and the trainee and the topics discussed. The trainer and trainee jointly analyse
problems such as effective use of selling time, route planning and call scheduling and also
handling unusual selling problems.
8.4.3 Demonstration
The demonstration method of training is where sales managers plan and carry out a real selling
call on a customer or prospect with the salesmen they are training present as silent observers.
The method is most appropriately used for training new salesmen.
8.4.4 Role Playing
In this method first the trainer describes the situations and different personalities involved.
Then the trainee is asked to play the role of those personalities in different situations. In the end
both the trainer and trainee appraise each player's effectiveness and suggest how performance
of each has been improved.
Thus, role playing can be defined as "a method of human interaction which involves realistic
behaviour in an imaginary situation".
The merits of the role-playing method are:
1. Learning by doing is emphasised.
2. Human sensitivity and interactions are stressed.
3. The knowledge of results is immediate.
4. Trainee interest and involvement tend to be high.
5. Trainees learn to accept criticism from others and the group soon recognises that sound
suggestions benefit everyone.
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