Page 115 - DMGT205_SALES_MANAGEMENT

Unit 8: Training of Sales Personnel

8.4.8 Programmed Learning (Teaching by Machine Method) Notes

Programmed instruction involves a sequence of steps which are often set up through the central
panel of an electronic computer as a guide in the performance of a desired operation or service
of operation. It involves breaking down information into meaningful units and then arranging
these in a proper way to form a logical and sequential learning programme or package for use
with the machine.
But programmed instructions have not been widely adopted for sales training due to their high
cost of operation and other constraints.

8.4.9 Correspondence Courses

Companies with highly technical products and small but widely deployed sales forces use
correspondence courses to acquaint experienced sales people with new product development
and applications.
It is most appropriate as an interim training method when trainees are scattered geographically
but are assembled periodically for lectures, seminars, role playing and other instructions.
8.5 Execution of Sales Training

Execution is the fourth step of the A-C-M-E-E approach of sales training. It involves the following
four key decisions:

1. Who will be the trainees?
2. Who will be the trainers?
3. When will the training take place?
4. Where will the training site be?

Who Will be the Trainees?

The general criteria to identify trainees are:
1. Reward for good performance.

2. Punishment for poor performance.
3. Convenience of trainee and trainer.
4. Seniority: The greater the seniority, the greater opportunity for added training.

Self Assessment

State Whether True or False:

9. The personal conference is an unstructured and informal method. It varies with the
personalities of the trainer and the trainee and the topics discussed.
10. Role player's practice introspection through participating in the appraisal of their own
performances.
11. Role playing provides chance to learn valuable tricks and gain acting experience.
12. The top sales executive is in the best position to recognise the need and design and execute
the sales training programme.

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