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Lecture Sales and distribution management: text and cases: Chapter 6 - Krishna K Havaldar, Vasant M Cavale

Chapter 6, training, motivating, compensating, and leading the salesforce. After studying this chapter you will be able: To understand sales training process; to learn importance, theories, and tools of motivation; to know objectives and designing of sales compensation plan; to understand views, styles, and skills of sales leadership; to know the methods used to supervise salespeople. | Chapter 6 Training, Motivating, Compensating, and Leading the Salesforce Learning Objectives To understand sales training process To learn importance, theories, and tools of motivation To know objectives and designing of sales compensation plan To understand views, styles, and skills of sales leadership To know the methods used to supervise salespeople Sales Training Proper training can prepare salespeople to meet with customer expectations New salespeople spend a few weeks to several months in training Companies view sales training important for protecting their investments in their salesforce Sales Training Process consists of: Assessing sales training needs Designing and executing sales training programs Evaluating and reinforcing sales training programs Assessing Sales Training needs Sales training needs are assessed both for Newly hired sales trainees, and Experienced / existing salespeople Methods used for assessing training needs are: First level sales managers’ observation . | Chapter 6 Training, Motivating, Compensating, and Leading the Salesforce Learning Objectives To understand sales training process To learn importance, theories, and tools of motivation To know objectives and designing of sales compensation plan To understand views, styles, and skills of sales leadership To know the methods used to supervise salespeople Sales Training Proper training can prepare salespeople to meet with customer expectations New salespeople spend a few weeks to several months in training Companies view sales training important for protecting their investments in their salesforce Sales Training Process consists of: Assessing sales training needs Designing and executing sales training programs Evaluating and reinforcing sales training programs Assessing Sales Training needs Sales training needs are assessed both for Newly hired sales trainees, and Experienced / existing salespeople Methods used for assessing training needs are: First level sales managers’ observation Survey of salesforce and field sales managers Customer survey Performance testing of salespersons Job description statements Salesforce audit (as a part of marketing audit) Designing and Executing Sales Training Programme For this, sales manager takes five decisions, called: ACMEE: Aim, Content, Methods, Execution, Evaluation First three words and organisational decisions relate to designing of sales training Examples of Aims / Objectives of sales training: Increase sales, profits, or both Increase sales productivity Improve customer relations Prepare new salespeople for assignment to territories Content of Training Programme Content for new sales trainees is broader. It includes: Company knowledge Product knowledge Customer knowledge Competitor knowledge Selling skills / sales techniques Examples of specific content for experienced salespersons are: New product knowledge Introduce change in sales organisation Negotiating skills Content depends on the aims of training programme Sales .