Page 116 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes 13. The principle of an effective sales training programme is that learning must be parallel.
14. Training programmes are held either at centralised or corner points.
15. Induction is the method of learning through instructions from trainer to trainee.

Who Will be the Trainers?

The trainers who impart training during different training phases are:
Initial Sales Training: If the initial sales training is a line function then training is assigned to
top sales executive but if it is a staff function then the responsibility of initial sales training is
given to personnel director.

Continuing Sales Training: Responsibility for continuing sales training resides with the top
sales executive. The top sales executive is in the best position to recognise the need and design
and execute the sales training programme.
Sales Training Staff: In large organisations the sales training director reports to the top sale
executive. The director conducts some training by himself and the rest is given on decentralised
basis by district sales managers.
In small organisations top sale executives have assistant sales managers or district managers to
impart the training.
Outside Experts: Sometimes outside experts are also hired to conduct portions of sales training
programmes relating to sales techniques like selling by telephone, prospecting, etc.

When Will the Training Take Place?

1. Never stop Listening.

2. Never stop Learning.
3. Never stop Training.
Generally the training programmes are held on adhoc basis. But a number of factors should be
kept in mind while organising a training programme.
Initial Sales Training Programmes: Timing for initial sales training programmes depends
upon the number of new personnel trained each year and this in turn depends upon the size
of the sales force, sales personnel, turnover and management plans for changing sales force
size.

For instance, if a large number of sales persons are recruited, training programmes are scheduled
several times a year whereas if a small number of sales persons are recruited, training
programmes are infrequent.
Continuing Sales Training Programme: The principle of an effective sales training programme
is that learning must be continuous-new information must be assimilated and other concepts
modified in the light of new developments. This requires that each sales person's training
should continue as long as he is on the job.

Retraining helps in:
1. New refinements of selling techniques.
2. New product applications.
3. New customer problem.

110 LOVELY PROFESSIONAL UNIVERSITY