1. Part IV SALES FORCE COMPETENCIES Chapter 8: Sales Training Teachers open the door.  You enter by yourself. Chinese Proverb

3. What goes on in Sales Training?

4. SALES TRAINING PROCESS Follow-Up Training Planning for Sales Training Developing the Training Program Evaluating Training What Where Training Trainers? Topics? to Train? Methods? Assess Setting Setting Training Objectives Budget Needs

6. CONVERSATIONS “ The profits from these accounts don’t even pay for the calls. You need to target better.” “ I was in the area and they like to see me, so I call on them.” “ I noticed that 20% of your calls were on C accounts.” “ It may be the last sale you get with this customer. What happened to building relationships?” “ I closed the deal, didn’t I?” “ You pushed the buyer pretty hard.” “ Why did you leave without at least scheduling a follow-up call?” “ I don’t know.” “ Do you think the customer will buy from us? What are the next steps?” Sales Manager Thinks: Salesperson Says: Sales Manager Says:

7. Experience Less than 2 year 392 21 86 2-5 years 593 29 145 5-10 years 565 5 152 Over 10 years 470 8 139 Regions Northeast 528 6 140 Southeast 520 8 161 Midwest 512 18 107 Southwest 421 26 111 West 544 21 131 Table 8-1 Cross-Tabulations from Company Records Average Order Size per Salesperson New Customers Per Salesperson Total Customers Per Salesperson

13. How much should it cost?

14. Table 8-2 Average Cost and Training Period for Sales Trainees Consumer Industrial Service Consumer Industrial Service $5,354 $9,893 $9,060 3.40 Months 3.80 Months 3.80 Months

15. Table 8-3 Average Cost of Training for Veteran Salespeople Under $5 $5-$25 $25-$100 $100-$250 Over $250 Million Million Million Million Million Median Spending Company Size $3,752 $3,947 $3,902 $5,365 $4,824

16. What do you train on?

22. Training Media

23. Table 8-4 Media Used in Sales Training 77% Classroom with Instructor Workbooks/Manuals Role Plays CD-ROM Audiocassettes Internet 44% 34% 32% 39% 54%

28. Table 8-5 Sales Training Evaluation Practices Measure Criteria Type Importance Rank Trainee Feedback Reaction 1 Supervisory Appraisal Behavior 2 Self-Appraisal Behavior 3 Bottom-Line Measures Results 4 Customer Appraisal Behavior 5