Sales Training

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Sales Training

• Chapter 8

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• National surveys of sales marketing executives
  consistently indicate that

good salespeople are _____________________________
________.
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Building a Sales Program
Assess Training ________
Setting ________
Setting _________
Training Issues
What Topics?
______ to Train?
Training ________?
_________ Train?
When to _______?
_______________________ Training
_______________________ Training
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Results produced by Sales Training

• I. ____________________ A study of the
  insurance industry found that the likelihood of
  turnover peaks at ______ months of employment.
• II. Improved ____________________ Industrial
  buyers complain that too much of their time is
  wasted in dealing with __________________________.

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III. Better _____________________

• Sales training provides the benefits of
• a. building ___________________
  ______________________________
• b. increasing ________ knowledge
• c. improving _________________
• d. reduces ____________________
• e. increases salesperson _________
  __________________________.

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IV. Increased ____________ (______)

• The ultimate objective of any training program
  is to ___________________ for the firm.
• V. Improved _____________________ Efficiency One
  study of 289 salespeople reported that ____ of
  them spent fewer than ____________ per week with
  customers.

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Planning For Sales Training

• This involves three related processes
• I. Assessing sales training _______.
• II. Establishing _________________ for the
  training program.
• III. Setting a ____________ for the program.

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I. Assessing Training Needs

• A well-designed sales training program begins
  with an analysis of what the _____________________
  ________.
• Sales force productivity needs generally break
  down into one of three elements.
• The sales force either does not know _________,
  or ______________, or _________________________
  _.

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A complete training needs analysis includes

• A review of the firms _______ ___________________
  ___
• _________________________ of salespeople
• Customer _____________
• A review of _______________.

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II. Setting Objectives

• Training objectives should be ________ enough and
  __________________ so that the extent to which
  they have been met can be _______________
  following the training program.
• Setting _________, ___________, _____________
  objectives increases ________ of a sales training
  program.

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III. Setting a Training Budget

• Average Cost Training Period for Sales Trainees

____________ 5,354
__________________________ 9,893
______________________ 9,060
___________ 3.40 months
_____________________ 4.80 months
_____________________ 4.80 months
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Retrain experienced salespeople. Why?

• ________________ Change
• _______________ Shift
• _____________ are Reorganized
• New ______________ Situations
• Career _______________

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How to help alleviate career stagnation?
Give opportunities to develop ____________ within
the context of their _______________.
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Developing The Training Program

• These decisions include
• 1. What __________ to cover
• 2. ______ to conduct the training
• 3. Who ___________ the training
• 4. When to ________________
• 5. What training ________ to use

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Subjects Covered in a formal sales training
program depend on

• The _______ being sold.
• ________ of the training
• The background of the _____________________
  _____________________

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Training Topics

• ______________ Knowledge companies usually
  devote the ____ time to this area.
• ___________ companies usually devote _____ of
  the time to selling techniques, that they would
  devote to _________________________.

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• ________________________ Orientation

• Sales recruits are given facts about the
  _________________ of present customers, their
  buying __________, ________, and _____________
  processes.

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• Company Orientations (characteristics)

• Salespeople must be well versed in the companys
  _____________, _____________, ____________,
  __________________ (credit, returns, etc.)

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Where To TrainCentralized versus Decentralized

• I. ________________ Training
• a. Occurs when all salespeople to be trained
  are brought to one ________________________.

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• b. Home Office or Corporate Headquarters is the
  ___________ location to conduct centralized
  training.
• c. main advantage the _________ and ____________
  of training. Quality is enhanced through the use
  of specially trained instructors, custom-designed
  materials technology (closed-circuit TV systems.

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• d. disadvantage ______________
  ___________________________.
• II. ___________________ Training
• a. usually held in ______________ sales
  offices.
• b. it directly involves ___________ management.

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• c. advantages
• Moves the learning process _________
  ___________________.
• Sales managers will do the instruction,
  trainees can pick up useful ideas on
  _____________________________.
• New recruits get to observe top salespeople
  selling to customers _________ to those they will
  encounter in their own nearby ______________.

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• d. disadvantage

1. Sales managers are _______________.
2. ________________ in sales training.
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Note

• By comparison to consumer goods firms, industrial
  firms normally use a greater degree of
  _____________ training.
• Xerox uses a sales training program that is a
  ______________ ____________________________.

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Field or On-the-Job Training

• Traveling with an experienced salesperson on
  visits to ___________ __________________________.
• Used by __________ companies with ________
  salespeople, because of the _____________ of
  alternative training methods.
• Problem ______________________ of training.

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Whirlpools Real Whirled
Field Training
Used to enhance _________________ __________
among new sales recruits.
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Media Used in Sales Training
Lectures Demonstrations ___________
Case Studies and Case Discussions ____
Role Playing __________
Games and Simulations ______
Videotapes Audiotapes ___
Internet _________
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Role Planing

• Advantage to get trainees to apply
  _____________________ they have acquired to a
  __________ encounter with the customer.
• ______________ are often used for review,
  critique, and self-observation
• Biggest concern is the stress caused
  ___________________________.

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Internet-Based training

• On-line delivery of product information is a very
  effective way to deliver __________ content to a
  geographically ________ sales force.
• This type of ___________ training is providing
  salespeople with
• A ___________ in sales training time
• More time in ____________________

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Who Should Train

• I. Staff Specialists Often used when companies
  have __________ sales training programs.
• Adv. Well __________, effective
  ___________________, have the __________________.
• Disadv. ____________________ in realistic
  field-selling situation.

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II. Line Executives

• They _____________________ to sales training
  programs.
• They know __________________.
• They know __________________ trainees need in
  order to perform well in the field.

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_______ executives are not as popular as
______________ trainers in industrial consumer
products companies because

• They do not take the time to do ______
  _______________________.
• They are often unable to communicate
  ______________________ to others.
• They are usually preoccupied with current
  _____________________.

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III. Outside training specialists

• Main attraction is the ______________,
  _____________, and _______________ they can bring
  to the training program.
• Limitations They
• May not be familiar with an _____________
• May lack familiarity with a companys
  _____________________________
• May be unfamiliar with specific company
  __________________________________

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Sales Training Evaluation Practices

• Measure Importance

________________ (a written critique of
its contents by group participants) -
- - - - - - - - - - - - 1 ____________
appraisal - - - - - - - - - - 2 _____________
- - - - - - - - - - - - - - - - 3 ____________
measures - - - - - - - - - - - 4 _________
appraisal - - - - - - - - - - - - - - 5