Module Six

Continual Development of the Sales Force: Sales Training

Learning Objectives

1. 2.

3.
4.

Understand the role of sales training in sales for socialization. Explain the importance of sales training in the sales managers role in sales training. Describe the sales training process is a series of six interrelated steps. Discuss six methods for assessing sales training needs and identify typical sales training needs.

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

Schwepker Jr.

Learning Objectives

5.

6. 7.

Name some typical objectives of sales training programs, and explain how city objectives for sales training is beneficial to sales managers. Identify the key issues in evaluating sales training alternates. Identify key Africa legal issues and sales training.

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

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Setting the Stage

Sales Training at UPS: from Selling Rates to Selling Solutions
1. What are the three objectives UPS hopes to accomplish with its new training program? 2. Why does UPS spend more money to bring salespeople to the training? What activities do UPS salespeople do during training?

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

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Role of Sales Training in Sales Force Socialization

Sales training helps socialize the new hires, providing them with a positive:
Initiation to Task The degree to which a sales
trainee feels competent and accepted as a working partner

Role Definition An understanding of what tasks are

to be performed, what the priorities of the tasks are, and how time should be allocated among the tasks.

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

Schwepker Jr.

Sales Training as a Crucial Investment

Most organizations see a link between sales training and salesperson productivity U.S. companies spend approximately $8.7 billion annually on training The need for sales training is continual Sales managers play a crucial role in the training process

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

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Managing the Sales Training Process

Assess Sales Training Needs

Set Training Objectives

Evaluate Training Alternatives Design Sales Training Program Perform Sales Training Conduct Follow-Up and Evaluation
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Assess Training Needs

Determine desired skill set and levels of performance Assess salespersons actual skill set and levels of performance Analyze gap between desired and actual to determine training needs

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LaForge Avila Williams

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Assess Training Needs: Methods

Sales Force Audit Performance Testing Observation Salesforce Survey Customer Survey Job analysis

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Typical Sales Training Needs

Sales Techniques: Salespeople have an ongoing need to learn how to sell

Product Knowledge: Salespeople must know their product benefits, applications, competitive strengths, and limitations

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LaForge Avila Williams

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Typical Sales Training Needs

Customer Knowledge:
Salespeople should know their customer needs, buying motives, buying procedures, and personalities.

Competitive Knowledge:
Salespeople must know competitive offerings in terms of strengths and weaknesses.

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

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Typical Sales Training Needs

Time and Territory Management: Salespeople should learn to maximum work efficiency.

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Competencies of Successful Salespeople

Aligning customer/supplier strategic objectives Listening beyond product needs Understanding the financial impact of decisions Orchestrating organizational resources Consultative problem solving

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Competencies of Successful Salespeople

Establishing a vision of a committed customer/supplier relationship Engaging in self-appraisal and continuous learning

Professional Selling: A Trust-Based Approach

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Common Mistakes Sales Training Addresses

Ineffective listening and questioning Failure to build rapport and trust Poor job of prospecting for new accounts Lack of preplanning of sales calls Reluctance to make cold calls (without an appointment)

Professional Selling: A Trust-Based Approach

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Common Mistakes Sales Training Addresses

Lack of sales strategies for different accounts Failure to match call frequency with account potential Spending too much time with old customers

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Common Mistakes Sales Training Addresses

Over-controlling the sales call Failure to respond to customers needs with benefits Giving benefits before clarifying customers needs Ineffective handling of negative attitudes Failure to effectively confirm the sale

Professional Selling: A Trust-Based Approach

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Training Objectives

Increase sales or profits Create positive attitudes and improve salesforce morale Assist in sales force socialization Reduce role conflict and ambiguity

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

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Training Objectives

Introduce new products, markets, and promotional programs

Develop salespeople for future management positions

Ensure awareness of ethical and legal responsibilities

Professional Selling: A Trust-Based Approach

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Training Objectives

Teach administrative procedures Ensure competence in the use of sales and sales support tools Minimize sales force turnover rate Prepare new salespeople for assignment to a sales territory Improve teamwork & cooperative efforts

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Evaluate Training Alternatives

Selecting Sales Trainers

Internal External

Selecting Sales Training Locations

Decentralized (e.g., district or regional offices) Centralized (e.g., corporate headquarter)

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Evaluate Training Alternatives

Selecting Sales Training Methods

Classroom/Conference Training On-the-job Training (OJT) Mentoring Job rotation

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Evaluate Training Alternatives

Selecting Sales Training Methods

Behavioral Simulations Absorption Training

Selecting Sales Training Media

Internet Computer-Based (e.g., CD-ROM) Paper-Based

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Design the Sales Training Program

Finalize the Training Program Schedule Training Sessions Make Necessary Travel Arrangements Make Necessary Accommodation Arrangements

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Perform Sales Training

As the training is being conducted, the sales managers primary responsibility is to monitor progress of the trainees and to ensure adequate presentation of the training topics.

Professional Selling: A Trust-Based Approach

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Conduct Follow-Up and Evaluation

It is always difficult to measure the effectiveness of sales training. Nevertheless, a reasonable attempt must be made to assess whether current training expenditures are worthwhile and whether future modification is warranted.

Professional Selling: A Trust-Based Approach

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LaForge Avila Williams

Schwepker Jr.