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Module 7 Continual Development of the Salesforce: Sales Training. Sales Training As a Crucial Investment. General Need for Sales Training Due in part to: Inadequacies of current training programs New salespeople join the salesforce Need is continual. Sales Training As a Crucial Investment.

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sales training as a crucial investment
Sales Training As a Crucial Investment
  • General Need for Sales Training
    • Due in part to:
      • Inadequacies of current training programs
      • New salespeople join the salesforce
    • Need is continual
sales training as a crucial investment1
Sales Training As a Crucial Investment
  • General Need for Sales Training
  • Company Size and Sales Training
    • Larger firms have a tendency to have formalized sales training programs
      • Smaller firms may try to hire salespeople away from the larger firms
      • Product/Service Complexity and Sales Training
    • Service organizations are developing sales training programs
sales training as a crucial investment2
Sales Training As a Crucial Investment
  • General Need for Sales Training
  • Company Size and Sales Training
  • Level of Competitiveness and Sales Training
    • Highly competitive markets require better trained salespeople
time and money investments in sales training exhibit 7 1

Time and Money Investments in Sales Training(Exhibit 7.1)

Training Period

for New Hires Cost per Ongoing Training Cost per

(Months) Salesperson (Hours per Year) Salesperson

Company Size

Under $5 million 4.4 $5,500 30.1 $3,752

$5-$24.9 million 4.2 $8,141 36.1 $3,947

$25-$99.9 million 3.7 $8,091 37.0 $3,904

$100-$249.9 million 1.7 $7,400 25.2 $5,365

Over $250 million 3.6 $7,000 38.0 $4,824

Training Period

for New Hires Cost per Ongoing Training Cost per

(Months) Salesperson (Hours per Year) Salesperson

Type of Sales

Consumer Products 3.4 $5,354 35.8 $4,039

Consumer Services 4.2 $4,537 33.9 $3,623

Industrial Products 4.8 $9,894 31.6 $5,149

Industrial Services 4.8 $9,061 30.8 $4,867

Office Products 3.8 $6,269 41.8 $4,261

Office Services 3.2 $6,200 33.3 $3,470

slide6

Initiation to

Task

Task Specific

Self -Esteem

Realism

Job Satisfaction

Job

Involvement/

Commitment

Resolution of

Conflicting

Demands at Work

Congruence

Role Definition

Performance

(Figure 6.1)

A Proposed Model of Salesforce Socialization

Recruiting/Selection

Objectives

Training

Objectives

Salesperson

Outcomes

Job

Outcomes

slide7

Task Specific

Self -Esteem

Realism

Job Satisfaction

Initiation to Task -

the degree to which a sales trainee

feels competent and accepted

as a working partner

Job

Involvement/

Commitment

Resolution of

Conflicting

Demands at Work

Congruence

Role Definition

Performance

(Figure 6.1)

A Proposed Model of Salesforce Socialization

Recruiting/Selection

Objectives

Training

Objectives

Salesperson

Outcomes

Job

Outcomes

slide8

Task Specific

Self -Esteem

Realism

Job Satisfaction

Job

Involvement/

Commitment

Role Definition -

an understanding of tasks to be

performed, their priorities,

and how time should be allocated

Resolution of

Conflicting

Demands at Work

Congruence

Role Definition

Performance

(Figure 6.1)

A Proposed Model of Salesforce Socialization

Recruiting/Selection

Objectives

Training

Objectives

Salesperson

Outcomes

Job

Outcomes

Initiation to

Task

managing the sales training process needs assessment
Managing the Sales Training ProcessNeeds Assessment
  • Compares the specific performance-related skills, attitudes, perceptions, and behaviors required for success to salesforce readiness
  • Why is it better to be proactive than reactive in doing a needs assessment?
managing the sales training process methods of needs assessment
Managing the Sales Training ProcessMethods of Needs Assessment
  • Salesforce Audit
    • "a systematic, diagnostic, prescriptive tool which can be employed on a periodic basis to identify and address sales department problems and to prevent or reduce the impact of future problems"
    • Is the training program adequate in light of objectives and resources?
    • Does the training program need revision?
    • Is there an ongoing training program for senior salespeople?
    • Does the training program contribute in a positive manner to the socialization of sales trainees?
managing the sales training process methods of needs assessment1
Managing the Sales Training ProcessMethods of Needs Assessment
  • Salesforce Audit
  • Performance Testing
    • Specifies the evaluation of particular tasks or skills of the salesforce
managing the sales training process methods of needs assessment2
Managing the Sales Training ProcessMethods of Needs Assessment
  • Observation
  • Sales Force Surveys
  • Customer Survey
  • Job Analysis
  • Salesforce Audit
  • Performance Testing
managing the sales training process typical sales training needs
Managing the Sales Training ProcessTypical Sales Training Needs
  • Sales Techniques - "how to sell"
    • Common mistakes identified by research can be prevented by proper training
managing the sales training process typical sales training needs1
Managing the Sales Training ProcessTypical Sales Training Needs
  • Sales Techniques
  • Product Knowledge
    • Benefits, applications, competitive strengths, and limitations of the product
managing the sales training process typical sales training needs2
Managing the Sales Training ProcessTypical Sales Training Needs
  • Sales Techniques
  • Product Knowledge
  • Customer Knowledge

(Ex. 7.2- Sales Training for Different Types of Buyers)

managing the sales training process typical sales training needs3
Managing the Sales Training ProcessTypical Sales Training Needs
  • Competitive Knowledge
  • Time and Territory Management (TTM)
    • Why is TTM more important in declining, stagnant, or highly competitive industries?
  • Sales Techniques
  • Product Knowledge
  • Customer Knowledge
managing the sales training process figure 7 11

Assess

Sales

Training

Needs

Set

Training

Objectives

Managing the Sales Training Process(Figure 7.1)
managing the sales training process set training objectives
Increase sales or profits.

Create positive attitudes and improve morale.

Assist in salesforce socialization.

Reduce role conflict and role ambiguity.

Introduce new products, markets, and promotional programs.

Provide sales support tool training.

Develop sales people for future management positions.

Ensure awareness of ethical and legal responsibilities.

Teach administrative procedures.

Minimize salesforce turnover.

Improve teamwork and cooperative efforts.

Managing the Sales Training ProcessSet Training Objectives

General training objectives include:

managing the sales training process figure 7 12

Assess

Sales

Training

Needs

Set

Training

Objectives

Evaluate

Training

Alterna-

tives

Managing the Sales Training Process(Figure 7.1)
managing the sales training process evaluate training alternatives
Managing the Sales Training ProcessEvaluate Training Alternatives
  • Selecting Sales Trainers
    • Companies generally rely on their own personnel.
    • Large companies use a sales trainer, while small companies rely on the sales manager.
managing the sales training process evaluate training alternatives1
Managing the Sales Training ProcessEvaluate Training Alternatives
  • Selecting Sales Trainers
  • Evaluating Sales Training Locations
    • The majority of training is conducted in the organization’s home, regional, or field sales offices.
    • Central training facilities.
    • Video broadcasting and teleconferencing.
slide23

Managing the Sales Training ProcessEvaluate Training Alternatives

  • Selecting Sales Trainers
  • Evaluating Sales Training Locations
  • Selecting Sales Training Methods
    • Classroom/Conference Training
    • On-the-Job Training (OJT)
      • Mentor
      • Job Rotation
    • Behavioral Simulations
      • Computer Simulations
      • Role Playing
    • Absorption Training
      • Audiocassettes for use while driving
managing the sales training process evaluate training alternatives2
Managing the Sales Training ProcessEvaluate Training Alternatives
  • Selecting Sales Trainers
  • Evaluating Sales Training Locations
  • Selecting Sales Training Methods
  • Selecting Sales Training Media
    • Communications and Computer Technology
      • Sales Pro Online, Inc.
managing the sales training process figure 7 13

Assess

Sales

Training

Needs

Set

Training

Objectives

Evaluate

Training

Alterna-

tives

Design

Sales

Training

Program

Perform

Sales

Training

Conduct

Follow-up

and

Evaluation

Managing the Sales Training Process(Figure 7.1)