SALES TRAINING FORCE

PRESENTED BY ,

ATHIRA NAMBIAR

BAVITHA BABU

BESTIN SYRIAC

BONNY V PAPPACHAN

CHIKKU BIBY PITTAPPILLY

INTRODUCTIONEffective sales training programs typically prepare participants to sell products and services. To drive business results, successful salesmen focus on the

buyer’s needs and provide solutions, not just make a sales transaction. Sales training objectives include

learning how to analyse, present and negotiate effectively.

Objectives of sales training

• Improve the performance

• Development of the organization

• Identifying customer needs

• Problem solving

• Overcoming objections

• Demonstrating value

CHALLENGES IN SALES TRAINING

Questions

Demotivation

Clarity in the goals of a training programme

Expensive

Selection of training methods

THEORIES AND PRINCIPLES OF SALES

TRAINING

Conditioning – Based on the assumption that there is a desired response to a stimulas.

Cognitive – All learning leads to a goal and all behaviour has a purpose.

These learning theories are taken into consideration while designing industry-specific

training programmes.

ROLE OF A TRAINER

Training plan

Timing of different training sessions

Choosing the relevant training methods

Preparing the training materials and aids

Conducting training sessions and

Evaluating the post training session

The Training Process

• Training need assessment

• Design and conduct of a training programme

• Evaluation of a training programme

Training need assessment phase

First stage of the training process which determines whether or not there is a need for training and the kind of information needed to design a training programme.

The need assessment phase is conducted at three levels:

• Organizational level analysis

• Task level analysis

• Individual level analysis

Training needs are identified for the salespeople in the following manner:

• Identification for the specific problems

• Anticipating future problems

• Management requests

• Interviewing and observing the personnel on the job

• Performance appraisal

• Questionnaire survey

• Checklist

• Attitude survey

• Interpersonal skill test

Designing and conduct phase

• Location- Sales training is conducted either on-the-job or off-the-job.

• Job instruction training- Involves listing of all the necessary steps in the job in a proper sequence.

• Presentation options- A sales trainer can use a variety of presentation options in the form of slides, videotapes, simulations and classroom interactions.

Types of training

• Cross functional training: Employees are trained to perform activities and duties in functional areas other than their assigned job responsibilities.

• Team training: An organization in which sales has to be done through teams, training programme need to be conducted around teams.

• Creativity training: Here, the sales trainee is given the opportunity to generate ideas without the fear of judgement.

• Literacy training: Training conducted to improve the mastery over basic and functional skills.

Evaluation Phase

• Last stage of the training process where the effectiveness of the training programme is assessed.

• Effectiveness can be measured either in monetary or non-monetary terms.

• Measures certain parameters like- reaction, learning, behaviour and results.

• Helps the top management to realize the advantages of sales training and help them decide whether or not to sustain the training program on a long-term basis.

TRAINING METHODS

Didatic method

Direct method of teaching

Provides trainee with required theoretical knowledge

Lecturer is delivered to a number of people at the same time by an expert .

Covers specific topics rather than range of subjects .

1) Lectures

This method is used to create understanding of a topic or to influencebehaviour, attitudes through lecture.

A lecture can be in printed or oral form.

2) Visual methods

For large group or audience

The trainer has greater control over the material and time .

3) Conferences

For conveying messages on a large scale .

Sales conferences are used for motivating sales people.

4) Seminars

Conference on a small scale .

Incorporates a greater degree of participation from the members .

Centred around a single theme .

Speakers make brief presentation outlining the topic

5) Discussions

For presentation of ideas and plans .

Discussion leader ( sales manager) needs to be skilled in planning , careful preparations , summarizing the results of meeting .

6) Role play

Innovative method of sales training .

Extend the sales trainees experience by presenting a commonly encountered situations .

Gives trainees an opportunity to portray the behaviour .

7) Case study

Sales trainees study real life business situation .

Examined in small syndicated groups who study the problem well .

8) Fish bowl

Used to train two teams .

First team discuss a topic for 30 minutes , team then elects a chairman .

Second team is seated around first team and given 15 minutes to comment on first team’s performance .

The role of two teams are reversed and then both the teams come together in full group session and then notes are exchanged .

9) Sensitivity Training

Also known as T-group , study group , group dynamics and group relation training .

Type of laboratory training to promote more effective interpersonal relationship in an organisation .

Increases awareness of one’s behaviour .

Helps to handle problem at work by understanding and managing behavioural factor and constraints .

SALES TRAINING DESIGN

Decisions for Designing Sales Training Programme:

Building a sales training programme requires five major

decisions:

Some sales training specialists refer to these decisions

as the A-C-M-E-E decisions;

A- Aim (The specific training Aims must be defined)

C- Content (Content must be decided)

M- Methods (Training Methods to be selected)

E- Execution ( Arrangements to be made for Execution)

E- Evaluation (Procedure to be set up for Evaluation of

results)

SALES TRAINING DESIGN

The A-C-M-E-E approach to Sales Training Design Decision

A- Aim

C- Content

M- Methods

E- Execution

E- Evaluation

A-Aim(s)(Why?)

C-Content(What?)

M-Methods(How?)

E- Execution(Who?

E- Evaluation

When?Where?)

(Recycle, Redesign, Modify, and so forth)

THE PROCESS OF SOCIALIZATION