Bài giảng môn Quản trị lực lượng bán hàng - Ch09

Determine Responsibility, Method, Delivery, Timing and Location for Training Prepare.?. Sales Training Development Process Step 1: Conduct A Training Needs Assessment At this initial sta

Digital Multimedia PowerPoint Lectures for

Sales Force Management

Prepared by:

Dr Rajiv Mehta Professor of Marketing New Jersey Institute of Technology

Newark, N.J.

Chapter 9:

Training the Sales Force

sales training programs

companies.

5 Copyright ©2020 John Wiley & Sons, Inc

Introduction

Why is sales training important?

What are the steps for developing and implementing sales training?What are training delivery decisions?

What are the ways for preparing, motivating, and coaching trainees?How are training programs evaluated?

Importance of Sales Training

Sales training includes both:

1 Formal programs, and

2 Informal programs

The long-term objectives of sales

training are to:

1 Plan, sell, and serve customers, and

2 Increase profits and sales performance

The long-term benefits of sales training

include:

1 Better customer relations

2 Lower turnover

7 Copyright ©2020 John Wiley & Sons, Inc

Keys to Sales Training Success

Some key ingredients of successful sales

training are that they:

1 Be linked to desired goals

2 Cover topics identified in needs assessment

3 Be delivered by skilled, professional trainers

4 Have measurable sales performance

outcomes

5 Be engaging and interactive

6 Include real world, practical examples

7 Be cost effective and measure ROI

Developing and Implementing Sales Training

Before designing sales training programs sales managers should conduct a:

2

Training Needs Analysis

Sales Training Program Design Factors

1 Performance Needs Analysis takes into consideration issues such as:

a What is the problem?

b Why is it happening?

c What should be happening instead?

d What factors help or hinder performance?

2

Training Needs Analysis

Sales Training Program Design Factors

2 Training Needs Analysis takes into consideration the following issues:

a Who will attend the training?

b What are the training objectives?

c What topics will be taught?

3 Feasibility Analysis takes into consideration the following factors:

a Is the training solution practical?

b Does the training have management support?

c What is the budget?

Sales Training Development Process

The sales training development process consists of the following steps:

1 Conduct a Training Needs Assessment

2 Determine Training Objectives

3 Determine Training Program Content

4 Determine Responsibility, Method, Delivery, Timing and Location for Training

Prepare

11 Copyright ©2020 John Wiley & Sons, Inc

Sales Training Development Process

Step 1: Conduct A Training Needs Assessment

At this initial stage of conducting a training

needs assessment, sales managers should

review a salesperson’s:

the required job activities

3.

Develop Content

of the Training Program

4.

Determine Responsibility, Method of Delivery, Timing, and Location

8 Evaluate Training

7.

Reinforce Training

6.

Motivate Trainees

5.

Prepare Trainees

Sales Training Development Process

Step 2: Determine Training Objectives

As a consultant to buyers, a salesperson should

be taught how to:

1 Develop a long-term relationship with clients

2 Identify the client’s problems and suggests solutions

3 Provide helpful information and service to secure

Prepare

13 Copyright ©2020 John Wiley & Sons, Inc

Sales Training Development Process

Step 3: Determine Training Program Content

In determining training program content, be advised

that two types of sales training programs are:

a Initial sales training programs are designed for

newly hired salespeople.

b Continuing sales training programs are

designed for experienced salespeople

3.

Develop Content

of the Training Program

4.

Determine Responsibility, Method of Delivery, Timing, and Location

8 Evaluate Training

7.

Reinforce Training

6.

Motivate Trainees

5.

Prepare Trainees

Sales Training Development Process

Step 3: Determine Training Program Content

The third step entails determining training program content and scope, which includes six basic elements:

a Company knowledge

b Product knowledge

c Knowledge of competitors and the industry

d Customer and market knowledge

e Selling skills knowledge, and

f Technology training

1

Company Knowledge Sales Training Product Knowledge 2

Program Content

2

Product Knowledge

Sales Training Program Content

Step 3: Determine Training Program Content

Sales Training Development Process

Step 3: Determine Training Program Content

Sales Training Development Process

To make training delivery responsibility decisions, decide:

Depending on the situation, responsibility for training can belong to:

Step 4: Determine Responsibility, Method of Delivery, Timing, and Location

Sales Training Development Process

a Line sales executives, such as sales managers, senior sales representatives,

field supervisors, and division managers often train new as well as

experienced salespeople.

b Staff trainers are either members of personnel, production, or office

management areas, or they are company employees hired specifically to conduct sales training programs.

c Outside training specialists can be retained to enhance knowledge on:

Step 4: Determine Responsibility, Method of Delivery, Timing, and Location

Step 4: Determine Responsibility, Method of Delivery, Timing, and Location

Sales Training Development Process

Step 4: Determine Responsibility, Method of Delivery, Timing, and Location

21 Copyright ©2020 John Wiley & Sons, Inc

Sales Training Development Process

Conduct a pre-training briefing,

which tells participants the

training’s purpose and objectives,

why they were selected to attend

3.

Develop Content

of the Training Program

4.

Determine Responsibility, Method of Delivery, Timing, and Location

8 Evaluate Training

7.

Reinforce Training

6.

Motivate Trainees

5.

Prepare Trainees

Step 5: Preparing Trainees for Training

Sales Training Development Process

Several ways trainers can motivate

salespeople to learn are:

1.

Conduct Determine 2.

3.

Develop Content

23 Copyright ©2020 John Wiley & Sons, Inc

Sales Training Development Process

Post-training sessions can be conducted to

reinforce learning

Coaching or developmental feedback between

sales managers and salespeople can reinforcing

training concepts, solving selling problems, and

improving basic selling skills.

3.

Develop Content

of the Training Program

4.

Determine Responsibility, Method of Delivery, Timing, and Location

8 Evaluate Training

7.

Reinforce Training

6.

Motivate Trainees

5.

Prepare Trainees

Step 7: Conducting Post-Training Reinforcement

Sales Training Development Process

Step 8: Evaluate Training

After completion of the sales training program, evaluate how well it met the overall objectives and specific goals for the program.

Continuous Training Programs

Sales managers also must develop continuous training interventions necessitated by changes in the company’s policies, products, marketing strategies as well as market conditions and economic changes, thus helping the sales force quickly adapt to

Sales Training Challenges For Global Companies

International selling efforts

are increasing, which

presents many sales training

challenges for global

companies

Four Types of Training Strategies

27 Copyright ©2020 John Wiley & Sons, Inc

Note

This Electronic Presentation To Be Used With:

Hair, Joe, Rolph Anderson, Rajiv Mehta, & Barry Babin (2020), “Sales

Force Management,” 2nd Ed Hoboken: John Wiley & Sons

(ISBN-13: 9781119702832)

Text/images may not be modified or reproduced in any way without

prior written permission of the publisher www.wiley.com/go/permissions

Copyright © 2020 John Wiley & Sons, Inc.

All rights reserved Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Act without the

express written permission of the copyright owner is unlawful Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc The purchaser may make back-up copies for

his/her own use only and not for distribution or resale The Publisher

assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained

herein

Copyright