Page 118 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes 8.8 Keywords

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.
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.

Gaming Simulation: This method is somewhat similar to role playing with a unique feature that
it uses highly structured and contrived situations based on reality and players receive information
feedback.

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.
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.
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.
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.

8.9 Review Questions

1. The aim of training is to make the sales person more competent to the assigned job. How
will you identify the training needs of a salesman?
2. What are the various methods of training a salesman?
3. How should a proper training programme be executed and evaluated?
4. Discuss the content of training.

5. Explain the methods of training.
6. Discuss the on-the-job training.
7. Explain the execution of sales training.

8. Describe the evaluation of training programmes.
9. Explain the programmed learning.

Answers: Self Assessment

1. obsolete 2. Informal
3. career 4. gap
5. needs 6. content

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