Page 50 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 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.

2.3.3 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.

Who will be the Trainers?

The trainers who impart training during different training phases are:
1. 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.
2. 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.
3. 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.

4. 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.

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