Chapter 10

Sales Training: Objectives,

Techniques, and Evaluation
 Learning Objectives
• Identify the key issues in sales training.
• Understand the objectives of sales training.
• Discuss the development of sales training
programs.
• Understand the training of new sales recruits and
experienced salespeople.
• Define the topics covered in a sales training
program.
• Understand the various methods for conducting
sales training.
 Sales Training Issues

• Who should be trained?

• What should be the primary emphasis in the
training program?
• How should the training process be structured?
– on-the-job training and experience?
– formal and more consistent centralized
program?
– web-based?
– instructor-based?
 Sales Training Objectives

• Increase productivity
• Improve morale
• Lower turnover
• Improve customer relations
• Improve selling skills
 Obstacles to Introducing Training

• Top management not dedicated to sales

training
• Lack of buy-in from frontline sales
managers and salespeople
• Salespeople’s lack of understanding of
what training is supposed to accomplish
• Salespeople’s lack of understanding
regarding application of training to
everyday tasks
 Well-Designed Training Program
• Analyzes sales force needs
• Sets specific, realistic, and measurable training
objectives
• Allows for adequate development and timely,
effective implementation
• Subjects itself to evaluation and review
– What do we want to measure?
– When do we want to measure?
– How do we do it? What measuring tools are
available?
• Modifies to achieve greater effectiveness
Exhibit 10.2 Analyzing the
training needs of the sales force
 Sales Training Programs

• Training new sales recruits

• Training experienced sales personnel
• Sales training programs vary in length,
content and technique.
 Sales Training Topics

• Product or service knowledge

• Market/Industry orientation
• Company orientation
• Selling skills
• Time and territory management
• Legal and ethical issues
• Technology
• Specialized topics
 Product Knowledge

• Enables a salesperson to provide

prospects and customers with the critical
information for rational decision-making
• Involves
– Knowing how the product is made
– How the product is commonly used, and
– How it should not be used.
 Product Knowledge
• Customers often want to know how
competitive products compare on
– Price, construction, performance
– compatibility with each other
• Companies that produce technical
products spend a greater amount of time
on product knowledge
 Market/Industry Orientation Topics

• How a particular industry fits into the overall

economy
• Knowledge of the industry and the economy
• Economic fluctuations that affect buying
behavior and require adaptive selling
techniques
Market/Industry Orientation Topics

• Customers' buying policies, patterns and

preferences in light of competition
• Customers' customers and what satisfies
them
• Needs of both wholesalers and retailers
 Company Orientation Topics

• Company polices that affect their selling

activities
• How to handle customer requests for price
adjustments, product modifications, faster
delivery and different credit terms
• Sales manuals that cover product line
information and company polices
• A well-prepared sales manual gives a sales
representative quick answers to a
customer's questions
 Time and Territory Management

• Sales trainees need to learn to manage

time and territories
• 80/20 rule applies:
– 20% of the customers account for
– 80% of the business and
– Require a direct proportion of time and
attention
 Legal/Ethical Issues

• Federal law dictates corporate action or

avoidance of action in areas of marketing,
sales and pricing
• Sales personnel need to understand the
federal, state and local laws that constrain
their selling activities
 Technology
• Notebook computers
– Presentations
– connecting to company intranet or
extranet
– delivering documentation quickly and
accurately
• Home offices
• Self-sufficient
 Specialized Training Topics

• Overcoming price objections

• Holding the line on price
• Working the trade show
• Problem solving
 On-the-job Training

• On-the-job training (OJT)

• New recruit learns by doing, is
productively employed.
• Evaluating and reviewing a sales trainee’s
progress.
• Effective OJT: teaming, meetings,
customer interaction, and peer-to peer
communication
 Classroom Training
• Trainee receives standard briefings in
– product knowledge
– company polices
– customer and market characteristics
– selling skills
• Avoid wasting executive time
• Classroom sessions permit use of audiovisual
materials and technical resources
• Interaction between sales trainees