Developing An Effective Sales Training Program



is increasingly becoming a critical part of the sales manager’s job. According to Anderson, Hair, and Bush, “Customers are more knowledgeable than ever before, competition is ever more fierce, and customers are demanding more quality and service from sales interactions” (pp. 7-3). Obviously, the training an organization offers its sales force can greatly influence the partnership it builds with its customers and ultimately the health of the organization.
Training can be formal or informal, internal or external, one-on-one or in a group. It can also be effective-or a waste of time. The bottom line is, it’s not which style of training you choose that make the difference. It’s whether or ...

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deciding how to educate your sales force, you don’t have to pick just one type of training, or just one trainer. Many different methods have evolved over the past years. One way is to set up a mentoring program, also known as the “buddy system” (Anderson, Hair, and Bush, pg7-4). This procedure involves assigning the best reps in the organization to mentor new salespeople. However, it is imperative to choose mentors who haven’t just produced a high volume of sales, but also have a strong work ethic and are good teachers. The key of the procedure is that the chosen representatives learn the basics, then develop the style that works best for them. “Sales representatives who are unqualified to train results to wasted recruiting and selection efforts, poor sales force morale, bad selling habits, high turnover rates, and poor customer relations-all of which have a negative impact on an organization’s profit” (Anderson, Hair, and Bush, pp. 7-4). On the other hand, a benefit to running a ...

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methods, and sources on sales force performance. The research findings reported were based on an in-depth analysis of training practices of 171 sales forces representing 65 paper and plastics merchant wholesaler-distributor organizations operating in over 30 states.

Training Content

Basically, there are five key content areas that exist for new salespeople’s training programs: strategy, control, interpersonal and communication skills, knowledge, and planning. The area of strategy, which accounts for 35 % of the variation in training content, focuses on strategic markets, strategic products, company strategies, marketing strategies, and market knowledge, which constitutes ...

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PAPER DETAILS
Added: 5/25/2007 05:10:57 AM
Category: Economics
Type: Free Paper
Words: 1995
Pages: 8

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