Page 49 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 2: Recruitment, Selection and Training of Sales Personnel

Case Discussion (Learning by Doing) Notes

The case is a set of data (real or fictional, written or oral). Miniature description and summary of
such data presents issues and problems calling for solutions or action on the part of trainee.

Example: When the trainees are given cases to analyse, they are asked to identify the
problem and to recommend tentative solutions through group discussions.

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.

Advantages

1. Participants learn easily because they involve themselves in game play.
2. Players develop skills in identifying key factors influencing decisions.
3. Games have built-in information feedback features.

Limitations

1. Some minimum amount of time is required for playing, usually, three to four hours,
which is not sufficient to provide desired learning experience.
2. Since the game designs are based on ordinary decision making process their rules often
prevent play on unusual or novel approaches.
3. Poorly designed games may actually hinder instead of helping.

On-the-Job Training (Coach-and-pupil Method)

In this the salesmen are coached and instructed by skilled co-workers or by supervisors or by the
special training instructor. They learn the job by personal observation and practice as well as
occasionally handling it.
This method involves three steps. First, the coach who is an experienced sales person begins by
describing particular selling situations, explaining various techniques and approaches. Next,
accompanied by pupil, the coach makes actual sales call, discussing each with the trainee afterward.
Then, under coach supervision trainee makes sales calls, each one being followed by discussion
and appraisal.

Programmed Learning (Teaching by Machine Method)

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.

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