Page 51 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 2: Recruitment, Selection and Training of Sales Personnel

When will the Training take Place? Notes

Generally the training programmes are held on adhoc basis. But a number of factors should be
kept in mind while organising a training programme.
1. 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.

Example: 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.
2. 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:
(a) New refinements of selling techniques.
(b) New product applications.
(c) New customer problem.

(d) New selling aids.
(e) Overcoming the forgetting tendency of human brain.

Where will the Training Site be?

Training programmes are held either at centralised or decentralised points. The centralised
programme generally provides better product training but higher costs are incurred in bringing
trainees to the central point. But decentralised training has even more serious defects. It cannot
be executed properly unless supervised by top management. Hence, an adhoc basis for centralised
and decentralised training should be adopted by top management.

2.3.4 Evaluation of Training Programmes

This is the last but not the least step of the training programme. Evaluation involves the comparing
of the training programme's aim with the results and measuring its impact on the sales person.
There is no direct method of measuring the impact of training but certain methods could provide
indications whether the results are positive or not. These are:

1. Market share percentages
2. Written Tests
3. Observers which work with sales personnel.

Task Consider any two companies in same product category and compare and
contrast their training methods. Which company is a better 'trainer'?

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