This chapter presents the following content: Sales training process, sales training objectives, determining training needs, steps in performing a training analysis, steps in performing a training analysis, allocating training time,. | Part IV SALES FORCE COMPETENCIES Teachers open the door. You enter by yourself. Chinese Proverb Chapter 8: Sales Training 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 SALES TRAINING OBJECTIVES Increase sales or profits Create positive attitudes/improve morale Improved customer relations Reduce role conflict and ambiguity (turnover) Improve efficiencies (time and territory) Introduce new products, markets, or programs Why Train Salespeople? CONVERSATIONS Sales Manager Says: Salesperson Says: Sales Manager Thinks: “Do you think the customer will buy from us? What are the next steps?” “I don’t know.” “Why did you leave without at least scheduling a follow-up call?” “You pushed the buyer pretty hard.” “I closed the deal, didn’t I?” “It may be the last sale you get with this customer. What happened to building relationships?” “I noticed that 20% of your calls were on C accounts.” “I was in the area and they like to see me, so I call on them.” “The profits from these accounts don’t even pay for the calls. You need to target better.” 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 Judgment of: Top Management Sales Management Training Department Interview With: Salespeople Customers 68% 73% 60% 59% 25% DETERMINING TRAINING NEEDS* * Percent of firms indicating they often use these assessments to determine training needs. Performance Measures: Sales Volume Customer Service Other Measures: Observation of Salespeople Attitude Surveys 56% 51% 38% 28% DETERMINING TRAINING NEEDS* * . | Part IV SALES FORCE COMPETENCIES Teachers open the door. You enter by yourself. Chinese Proverb Chapter 8: Sales Training 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 SALES TRAINING OBJECTIVES Increase sales or profits Create positive attitudes/improve morale Improved customer relations Reduce role conflict and ambiguity (turnover) Improve efficiencies (time and territory) Introduce new products, markets, or programs Why Train Salespeople? CONVERSATIONS Sales Manager Says: Salesperson Says: Sales Manager Thinks: “Do you think the customer will buy from us? What are the next steps?” “I don’t know.” “Why did you leave without at least scheduling a follow-up call?” “You pushed the buyer pretty hard.” “I closed the deal, didn’t I?” “It may be the last sale you get with this customer. What happened
