CHAPTER 6: Training the

Sales Force
CONTENT - A SALES TRAINING PROGRAM
Which salespeople should be trained, and
at what points in their careers ?

What should the training program cover?

How should the training be done?

Who should train salespeople, and where

does training fit into the organization?
THE SALES TRAINING PROCESS
Assess the training needs

Set training objectives

Evaluate training alternatives

Design the training program

Perform sales training

Conduct follow-up and evaluation

The Training Program Objectives
Which salespeople should be trained, and at
what points in their careers ?

The
Salesperson’s
Career Cycle
Which salespeople should be trained, and at
what points in their careers ?
What should the training program cover?

SALES TRAINING TOPICS

Competitor
Selling Product Customer Company
skills Knowledge Knowledge Industry Knowledge
Knowledge
What should the training program cover?
PRODUCT KNOWLEDGE
• How they work, what they will and will not do, how they are made…/What do they not
need to know about the product?
• What do they need to know about how the product fits into the customer’s technology,
production, use, or resale processes?
• What do they need to know about competitor’s products – their strengths and
weaknesses, characteritistics, use features?
What should the training program cover?
KNOWLEDGE OF COMPANY POLICIES AND PROCEDURES
• What must salespeople know about internal policies and procedures?
• What must they know about marketing policies?
• What must they know about marketing operations?
What should the training program cover?
REQUIRED SELLING SKILLS
• Must they know how to prospect for customers?
• Must they be able to plan each call
• Must they know how to handle customer objections?
• Must they be skilled in identifying customer needs and matching them with product
features and benefits
• Will they need to entertain their customers?
• What social skills are required?
• What communications skills will they need?
Identify SKEs & SKEs analysis
Identify SKEs & SKEs analysis
Here are some skills, knowledge, experience needed for a clothing sales person
● Tell compelling stories
● Establish trust with buyer
● Communicate succinctly
● Demonstrate subject matter expertise
● Understand what buyer wants
● Awareness of current trends
How should the training be done?
PRINCIPLES OF LEARNING
❖ Purpose
❖ Motivation
❖ Reinforcement
❖ Participation
❖ Practice
❖ Repetition
❖ Productivity
❖ Realism
❖ Customization
THE TRAINING PROCESS
APPROACHES TO TRAINING
On-the-job training

Classroom training

Electronic training

Mentoring

Curbside Training
Who should train salespeople, and where
does training fit into the organization?

In-house training specialists

Field sales managers and Advantages/

experienced salespeople Disadvantages?
Outside training specialists
Stages in training
MEASURE EFFECTIVENESS