Module 8

Salesforce Management-Training
& Development

SDM-Ch.1 1
 Contents
Training & Development of Sales People

Content of training & Methods of training

A-C-M-E-E Model

Motivational theories-

what motivates sales people and how do they choose their action-
Need Hierarchy Theory,
Two Factor Theory,
ERG Theory
Equity Theory

SDM-Ch.1 2
 A-C-M-E-E of Training

Noted Trainer R KIPING famously said:

I KEEP SIX HONEST SERVING MEN

Their names are

WHY
WHAT
HOW
WHO
WHEN
WHERE

This gave raise to A-C-M-E-E model of training & development

SDM-Ch.1 3
 A-C-M-E-E of Training

SDM-Ch.1 4
 AIM-WHY
Never work on General Aims/ Identify specifics
Identifying INITIAL training needs
Look at Job Specifications
Trainees background & Experience
Gap between qualification & Specification
Sales related marketing policies
Condition response philosophy
Insight response philosophy
sales managers observation
Performance
Customer survey
Identifying Continual Training needs
Develop a chart

SDM-Ch.1 5
 AIM-WHY

Possible objectives:
Increase sales productivity
Increase sales/ profits or both
Lower salesforce turnover
Improve customer relationships
Introduce new products, markets, promo
salesforce morale
Team building

SDM-Ch.1 6
 AIM
Training Status Chart
Name Evaluator Date

Key Knows this Knows this Knows Doesn’t Training

Elements well but cannot this, tries a know this conducted
of the Job do this bit at all by

1
2
3
4

Grouping
Individuals

SDM-Ch.1 7
 CONTENT-WHAT
PRODUCT TRAINING

SALES TECHNIQUE

MARKETS- customer & competition

COMPANY INFORMATION

COMMERCIAL / LEGAL

TECHNOLOGY

MOTIVATIONAL

ETIQUETTES

SDM-Ch.1 8
 METHODS-HOW

SDM-Ch.1 9
 METHODS-HOW
CLASSROOM / CONFERENCE TRAINING
LECTURE / Demo /GD
BEHAVIORAL LEARNING
Role play/ Case study/ Simulation
ABSORPTION TRAINING
Audio / Video / self study/ books /CD / Manuals
ON-THE-JOB TRAINING
Mentoring / Job rotation
ONLINE TRAINING

SDM-Ch.1 10
 METHODS-HOW
What people Remember?
10% of what they read
20 % of what they hear
30 % of what they see
50 % of what they hear & see
70 % of what they say
90 % of what they do
Teach versus learn

SDM-Ch.1 11
 METHODS-HOW
THE LECTURE
THE PERSONAL CONFERENCE- un noticed
DEMONSTRATIONS
ROLE PLAY
CASE DISCUSSION
IMPROPTU
GAMING
ON THE JOB
PROGRAMMED LEARNING
CORRESPONDENCE

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 EXECUTION-WHO,WHEN,WHERE
WHO SHOULD BE THE TRAINEE

WHO SHALL BE THE TRAINER

WHEN TO HOLD THE TRAINING PROGRAM

WHERE TO CONDUCT IT

SDM-Ch.1 13
 EVALUATION
Session review
A brief, candid review desired
Trainee hasn’t learnt- then trainer hasn’t taught
1.Materials Covered Exciting ------------- Dull
2.Instructions Excellent-------- poor
3.Worthiness Great----------------- Little
4.Completeness Complete------------- inadequate
5.How might the session have been improved?

SDM-Ch.1 14