Developing , Delivering and Reinforcing a sales training program

4 Phases
Training assessment

Program Design Reinforcement

Evaluation

1. Training Assessment
Establish Program objectives Identify who should be trained Identify training needs and specific goals How much training is needed

Establish program objectives

Increase the sales producti vity
Improved

self manage ment

Lower turnover Sales program objectives

Improve the customer relations

Improved communic ation

Higher morale

Identify who should be trained

New Hires

Experienced reps

Customers

Sales Managers

Identify training needs and specific goals

Standardization and Customization

Sources of Information

How much training is needed?

Time Bound

2. Program Design
Who should do the training? When should the training take place? Where should training be done? Content of training Teaching methods used in training

Who should do the training?

Line Personnel

Staff trainers

Outside training specialists

When should the training take place?

Depending on Experience

Where should the training be done

Decentralized Training

Field sales office

On the job training

Sales seminars

Advantages
Less Expensive

Educational merit

Managerial benefits

Disavantages
No Proper training

Expensive

Where should the training be done

Centralized Training

Organized Schools

Periodic sales meetings

Advantages
High skilled training available

Saves time

Trainees can get to know each other

Disadvantages
Expensive

Amount of time taken

Content of training
Attitude towards selling Knowledge of the company Product knowledge and Application Knowledge of competitive products

Knowledge of Customers

Knowledge of business principles

Selling skills

Relationship building skills

Team Selling skills

Time Management Skills

Computer AssistedSelling skills

Knowledge of the legal constraints on selling

What teaching methods must be used?

Discussion

Lectures

Demonstrations

Web based training

Mentoring

Audiocassetes Role playing

On the job

3. Reinforcement
Determine how training will be reinforced

4. Evaluation
What outcomes will be evaluated? What measures will be used?

What outcomes will be measured?

Reactions Learnings Behavior

Results