Page 46 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 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

Preparation

For the sales person the emphasis should be on orientation and training. He should know about
the environment in which he has to function and given information about the company and the
products he has to sell. Selling instructions and basic selling techniques are all important at this
stage. Sometimes experienced sales persons new to the company must also be acquainted with
the policies and practices of the company.

Development

This is the second stage when the salesman becomes productive. He should be supervised and
provided field coaching. He should be able to identify the problems and be kept away from
acquiring bad habits.

Maturity

In maturity stage, the productivity of the sales person levels off. He works "smarter than harder".
Sometimes refresher training is required to be given to him to retrain and acquaint him with
new concepts and techniques. They can also be given new challenges and transferred to new
areas, new territories or can be promoted to more responsible positions. Sometimes due to
inadequate training career plateauing takes place. Lack of relevant training hampers growth
and development.

Decline

In this stage the sales person is a problem for the management. A lot of motivational retraining
is required. The productivity of the salesman decreases considerably and is difficult to avert.
Training imparted at proper time develops right working habits and offsets the effect of
detraining.

2.3.1 Aim of Training

Defining the specific and general aims of a training programme is the first step in training.
General aims are translated into specific aims phrased in operational terms. These can be defined
in two ways:
1. Identify initial training needs.

2. Continuing sales training programmes.

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