1. Sales and Distribution
Management, 2e
Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai
Dr Sunil Sahadev, University of Sheffield, UK
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

2. Chapter 10
Training the Sales Force
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

3. Challenges in sales training
 Will the training programme be effective in solving a
problem?
 Will the investment in it be justified?
 Will it produce the desired or intended results?
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

4. Role of the trainer
• The success of the training programme depends on the
ability, skill, and motivation of the sales trainer
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

5. The training process
Training need assessment
Design and conduct of a training programme
Evaluation of a training programme
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

6. Training need assessment phase
Organizational level analysis
Task level analysis
Individual level analysis
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

7. Training needs
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Identification of specific problems
Anticipating impending and future problems
Management requests
Interviewing and observing the personnel on the job
Performance appraisal
Questionnaire survey
Checklist
Attitude survey
Interpersonal skill test
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

8. Designing and conduct phase
 Location
 Job Instruction Training (JIT)
 Presentation options
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

9. Types of training
 Cross-functional training
 Team training
 Creativity training
 Literacy training
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

10. Training methods
 Didactic method
- structure the lecture
- reinforce the Message
- aid concentration
- material used for the lecture
- make it memorable for the participants
- deliver with dynamism
- use questions
 Visual support
 Participative
 Conferences
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

11. Training methods
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(contd..)
Seminars
Discussions
Role play
Case study
Fishbowl
Workshops
Sensitivity training
Transaction analysis
In-tray exercises
Transcendental meditation
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

12. Deciding a sales training programme
 Aim
 Content
 Contents
 Knowledge
 Proficiencies
 Location
 Evaluation
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force

13. Process of socialization
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Anticipatory socialization
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Accommodation stage
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Outcome stage
Copyright © 2011 Oxford University Press
Chapter 10: Training the Sales Force